External Communication of Small and Medium-Sized Enterprises in South Bohemian Region
External Communication of Small and Medium-Sized Enterprises in South Bohemian Region

Summary/Abstract: The communication with the public, the external communication is an important part of management systems providing transmission of information in order to make them accessible to those concerned and to those it may concern. A part of such communication is the communication with the media and through them with the professionals and the public in general. The communication is responsible for providing objective, comprehensive, accurate and understandable information about the corporate strategy, but also their services, which positively affect the image of an enterprise. As we know from a lot of articles, the external communication is a very important part of management, but we know, too that SMEs are not able to use this important part of management very well. This research is focused on this area and would like to answer the following question: Are the SMEs able to use the external communication as a part of management? We can say from the results of our research that SMEs have a lot of weakness in using and implementation of this tool, but we can find some of them which are very good in this area. It is necessary for SMEs to keep improving this process and use it as a way of increasing its competitive advantage in the market.

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