The role of communication skills in expanding the external public base in Start-ups : Exploratory study for Moustachir From 11 February to 22 April 2024

Abstract

Different organizations find themselves moving in an environment full of challenges and growing competition, as this context is characterized by continuous change and rapid development. which obliges them to search for excellence not only in the quality of the service or product provided, but also in the quality of the efforts directed to build strong relationships with the beneficiaries of these services or products. Therefore, they need communication that requires a set of basic skills that have the ability to achieve the effectiveness of this communication process, and because emerging institutions ( start-ups) have become the focus of attention and an essential factor in the economic development adopted by the Algerian state, our study aimed to analyze And revealing the role of communication skills in expanding the circle of external audiences in emerging institutions, through a case study of the start-up organization – Moustachir - to provide consultations in various fields in Algiers, relying on quantitative and qualitative analysis to reach scientific results, as the study showed the extent of the importance of Various communication skills to attract and create loyalty among external audiences, especially in emerging institutions and expanding the circle of customers and audiences.