L12: Leadership through Effective External Relations

BA370

Leadership Communication Chapter 12: Leadership through Effective External Relations

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.

In developing an external relations strategy, the company should clarify purpose and strategic objectives. The messages communicated in all external materials should be clear and consistent in order to avoid confusion and unwanted associations. Then, the company should priority identify major external stakeholders which include many or all of the following: media, community, customers, investors, analysts, board, partners, distributors, suppliers or vendors, trade associations, unions, interest groups, retirees, competitors, government agencies, and the public at large. The major messages are created in the criteria of honesty, clearness, consistency, and meaningfulness. The spokespersons must be at the right level for the problem, must project a positive ethos, and should have received media training. Deciding on the most effective media or forum to ensure reaching the stakeholders is one of the critical components to develop the external relations. Timing of the external message can be also critical.

In monitoring the results, there are two common methods used to obtain feedback from the external stakeholders as follow: focus group and surveys.

In building and maintaining a positive corporate image, the company can design campaigns to promote as a whole, carry out ambitious program to champion product quality and customer service, maintain systems to screen employee activities for reputation side effects, demonstrate sensitivity to the environment, hire internal communication staff and retain public relations firms, and demonstrate “corporate citizenship”

Companies must manage all aspects of external relations very carefully. They all affect 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.

The company might face with the crisis situation so the following guidelines will help company to respond appropriately.

1. Develop a general crisis communication plan and communicate it

2. Once the crisis occurs, respond quickly,

3. Make sure you have the right people ready to respond and that they all respond with the same message

4. Put yourself in the shoes of your audience

5. Do not overlook the value of the web

6. Revisit your crisis communication plan frequently

7. Build in a way to monitor the coverage

8. Perform a post crisis evaluation

Question 1: What are the steps to create a strategy for external audiences?

Answer:

·         Clarify the purpose and strategic objectives

·         Identify major audiences and stakeholders

·         Create, refine, and test major message

·         Select, limit, and coach the spokesperson

·         Establish the most effective media or forums

·         Determine the best timing

·         Monitor the results

Question 2: What are three major rules apply to selecting spokesperson?

Answer:

1.    They must be at the right level for the problem

2.    They must project a positive ethos

3.    They should have received media training

Question 3: What are six ways companies can build and maintain a positive corporate image?

Answer:

1.    Design campaigns to promote the company as a whole

2.    Carry out ambitious programs to champion products quality and customer service

3.    Maintain systems to screen employee activities for reputation side effects

4.    Demonstrate sensitivity to the environment

5.    Hire internal communication staff and retain public relations firms

6.    Demonstrate “ corporate citizenship “