L-12 Leadership through effective external relations

Managing external relations effectively is essential for organizational leaders In this chapter you will learn to develop an external relations strategy, build and maintain a positive corporate image, work with the news media, and handle crisis communications.

All communication activity that touches a company’s outside constituencies-such as advertising, sale promotions, direct marketing, or public relations-falls into the category of external relations.

All of these are important and influence how the public perceives a company. Also, these activities must all be coordinated as part of an overall external relations campaign so that all messages are consistent and delivered effectively. However, the focus of this chapter is primarily on the activities usually considered public relations, including press and media management, philanthropic activities, community involvement, investor relations, and external publications.

Companies must manage all aspects of external relations very carefully. They all effect the company’s public ethos. In most organizations, the leadership communication skill of the manager has the greatest impact on that external ethos through their involvement in public relations.

All leaders of organizations must realize that their companies’ reputations depend on their internal ethos and the perceptions of their many external stakeholders. They cannot ignore the importance of establishing and maintaining a positive reputation or the need to manage external relations to keep it.