Leadership10: Leading through the effective external relations

Chapter 10
Leading through the effective external relations
Summary

This chapter has the following objectives
Develop an external relation strategy
Build an external relation strategy
Work with the news media
Handle crisis communication
Any communication activity that touches a company's outside constituencies such as advertising, sales promotions, direct marketing or public relation falls into the
category of external relations. Likewise it also talks about developing an external relations strategy which has the following features
1 clarify the purpose and strategic objectives
2 Identify the major audiences or stakeholders
Creating, refining and testing the major message
4selecting, limiting and coaching spokesperson
5 establishing the most effective media or forum
6 monitoring the results

Like wise working with the media is also essential for which we have to decide when to talked to the media mand preparing for and delivering a media interivew
Finally one has to be able to handle the crisis communication.