Which communication type primarily affects how a company's products and services are perceived?

The communication type that primarily affects how a company's products and services are perceived is organizational goodwill. Organizational goodwill refers to the positive reputation and trust that a company builds with its stakeholders, including customers, employees, and the community. This goodwill greatly influences public perception and can enhance the value of a company's offerings. A strong sense of organizational goodwill can lead to increased customer loyalty, positive word-of-mouth, and a favorable brand image, all of which directly impact how products and services are viewed in the marketplace.

In contrast, while favorable relationships, informal communication, and vertical communication can play roles in internal dynamics and interactions within the company, they do not directly shape the external perception of products and services in the same way that organizational goodwill does. Favorable relationships might enhance collaboration, informal communication can facilitate openness, and vertical communication ensures clarity in decision-making, but none of these directly correlate to the external perception of the company's market offerings like a solid foundation of goodwill does.