External Publications

External publications are internally produced media used to connect a company or organization to its publics. Once limited to print-only publications, organizations now can use the digital environment [Page 333]to publish news of interest to external publics. Newsletters and magazines, both in print and digital form, are distributed to different external constituents to inform them of relevant news, innovations, and activities within the organization. Blogs, websites, e-newsletters, and other digital publications offer a low-cost, efficient way to update information more frequently and, with mobile technology's significant reach, many organizations are moving away from expensive print publications to affordable digital communications.

External publications vary in size, purpose, and audience depending on the organization that produces them and the objectives for the publications. External publications are seen as more credible and consistent than advertising and contain articles and information written in a professional manner. Some organizations, however, do use external publications to complement advertising or marketing goals. There are many types of external publications that organizations use to keep in contact with relevant audiences. A large entity may produce several external publications for customers and potential customers, distributors and salespeople, and shareholders and investors. The budget allotted for an external print publication dictates the publication form, from a simple newsletter to a glossy, four-color magazine. Glossy magazines translate well to mobile tablets.

The customer publication is targeted at current and potential customers of a business and serves to entertain, inform, and maintain consistent contact. External publications are more thoroughly read than ads, and while advertising budgets can fluctuate, a monthly or annual newsletter can provide customers with continuity. A quality external publication can create loyalty, reinforce the company's name, objectives, products and services, and can let customers become more acquainted with the business via profiles of employees or letters from high-ranking management. Success stories from satisfied customers, or information about promotions, achievements, and innovations, can create and maintain interest from the customer base. An external publication is also a good way to exhibit a company's activities separate from normal business, such as corporate social responsibility programs.

The sales publication is a useful tool for keeping distributors and salespeople connected and informed about new procedures, policies, technology, and competitors. An external publication to distributors can build morale while reminding distributors of the company's business objectives. By spotlighting different distributors, they can encourage and reward salespeople, keeping them motivated to contribute to marketing goals. Solving hypothetical sales problems, demonstrating sales techniques, and including tip sheets can improve business and maintain a confident, trained sales force. By keeping distributors and salespeople up-to-date about competitors’ actions, salespeople will be better prepared to field questions from customers about competitors’ products and services.

The audiences most concerned with the activities of a public company are the investors and shareholders, and a publication targeting them can fortify the relationship between a company and those with a direct stake in it. Budgets are generally higher for these publications, which are usually printed as a magazine, with longer articles and more detailed descriptions of company changes, policies, and developments. It is common for these publications to have biographies of executives, and they may often contain quarterly or annual financial documents. One such publication is the annual report. It is crucial for a company to maintain a healthy relationship with its shareholders and investors, and producing a well-written publication can create a favorable image. Increasingly, companies are moving away from expensive printed annual reports, opting for digital distribution.

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