We just had another post where this same question was asked; that was on the 17th of this month I think. Oudoors, direct, on-axis (ie right in the hot shoe) or "neutral" fill-flash can be used to great effect. There is little or no need to diffuse the flash, and in fact using moderate-powered speedlights like SB 600, Vivitar 285, Canon 580 EX, etc. it is probably best to use the flash straight ahead, undiffused, and use the natural light as direct main light or side-lighting or back-lighting.
The problem is made worse if your camera has a base ISO of 200,and not 100, or 50; in sunlight, with an ISO 200 base camera, you're at 1/200 second shutter speed and a small f/stop like f/11 or f/16, and you have very little background control at such f/stops. By diffusing the flash's only moderate power using an umbrella or bouncing it, it weakens the fill's amount quite a bit,and the mix of a point light source (ie, the sun) and a diffused, softer fill light looks a bit unnatural many times. Cross-lighting can create double shadows, and that too reads as "unnatural".
Many beginners feel that they need to use a diffuser to do good outdoor portraiture; most older,more-experienced professionals have many examples in their portfolio of using simple, bare-bulb flash as a beautiful source of fill that "reads" as "sunlight", and looks wonderful. I do not agree that one wants cross-lighting on groups; on-axis fill lighting with a wide-angle flash setting is all you need. Double shadows (one strong from the sunlight, the other weaker, from the fill light) looks amateurish.