You have just participated in an important meeting with your superior. How will you ensure that every part of the instructions you received will properly reach all subordinates, suppliers and clients, located in different parts of the world?

1. You have just participated in an important
meeting with your superior.
How will you ensure that every part of the
instructions you received will properly reach all
subordinates, suppliers and clients, located in
different parts of the world?
Martha Gómez Lainez
Application form - Master in Corporate Communication

2. First of all, we must distinguish between:
Internal Communication External Communication
Heads
Managers
Coordinators
Subordinates
Clients
Suppliers
Media
Customers

3. Horacio Antonio Andrade defines....
Internal Communication: “Set of activities carried out by any
organization, for the creation and maintenance of good
relationships with and among its members, through the use of
different media, which keep them informed, integrated and
motivated, to contribute their work to achieve the organizational
objectives.”
External Communication: “Set of messages sent by any
organization to its various external public, aimed at maintaining
or improving relationships with them, to project a positive image
or to promote their activities, products or services.”

4. Internal Communication
Superior
Me
Subordinates
Descending Communication
We must attend to:
Tools
Message
Receiver

5. Meetings
Video calls
Telephone
Intranet
Newsletter
Emails
Intern Magazine
Tools
We have to choose de proper tool depending on the
situation, time, budget or urgency

6. Orders
Functions
Objectives
Compliance level
Timing
Message
The message must include clear instructions and
objectives: giving information about the objectives of the
company make employees feel more integrated
We must ask for feedback to make sure that the
instructions have been completely understood

7. Receiver
In case we are working in an international company, we
should distinguish between:
National subordinates - International subordinates
...and adapt to them the message and the tools
Language
Content
Format

8. Superior
Me
Clear instructions: order + objective + timing +
expected answer
Channel /Tool chosen
Subordinate
Feedback
Report to the superior

9. External Communication
Superior
Me
Clients Suppliers
We must create
integrated and dynamic
relations
Professionalism Reliability

10. Clients
Personal Communication = Feeling of proximity
Meetings
Video calls
Phone calls
Emails
Phone calls
First step
Explanations
Sharing points of view
Feedback: opinions
Second step
Details
Arrangements for
new meetings

11. Suppliers
Constant communication = Efficiency and productivity
The relations with suppliers affect directly to the final
product or service Company profits
Meetings
Video calls
Emails
Phone calls
Agreements
Troubleshooting

12. Always considering....
National clients & suppliers = International clients & suppliers
We must adapt the message
Language
Content
Format
If necessary, we must consider the possibility of
hiring a communications professional specialized in a
specific country

13. Superior
Me
Proper message
Meetings
Video Calls
Phone Calls
Emails
Client Supplier
Feedback
Report to the superior

14. In conclusion....
To ensure that instructions reach to a specific target group,
we must...
- Choose the right tool or channel
- Develop a clear and meaningful message
- Ask for feedback

15. Communication must be bidirectional with all our
stakeholders to ensure its effectiveness
Inside the company Outside the company
Superior
Subordinates
DescendingCommunication
AscendingCommunication
Company
Clients and suppliers
OutputCommunication
InputCommunication

16. Always taking into account that, as stated by
Dr. Fernando Martín Martín:
“Without internal communication, it can never
be a good external communication.
Internal communication is the basic and
previous support of external communication
and external communication, is an extension of
the internal communication”