L10

Leading through Effective External Relations
In this chapter, emphasize to leading through effective external relations. The section help to develop an external relations that there are seven steps to guide you in addressing the entire range of external audiences. leaders have to build and maintain a positive corporate image. The news media can lend a positive effect on corporation because the news is an important media to publicize the company’s reputation. A leader should know when to talk to them and how to manage encounters with them. Finally, every company will face the crisis. The fact shows that positive relationship with the media can make it easier in managing the crisis. The chapter also provides guidelines to help companies respond appropriately. To conclude, companies must link all communication activities to ensure they have developed coherent images and a consistency of posture internally and externally.