Leadership communition chapter 10:Leading Through effective external relations

Chapter 10: Leading through effective external relations

Developing an external relations strategy require a sound communication strategy. You can use the communication strategy framework to guide you in addressing the entire range of external audiences. With the framework in mind, you can take the following steps to create a strategy for external audiences:
1. Clarify your purposr and strategic objectives.
2. Identify your major audiences or stakeholders.
3. Create, refine, and test your major messages.: to reach the external audiences sccessfully, you ensure your messages are honest, clear, consistent, and meaningful.
4. Select, limit, and coach your spokespersons.: Three major rules to selecting spokespersons 1) they must be the right level for the problem, 2) they must project a positive ethos, 3) they should have received media training.
5. Establish the most effective media or forum.
6. Determine the best timing.
7. Monitor the results.

Building and maintaining a positive corporate image All companies can learn something about effective management of external relations by looking at others that are considered good at it.

Working with the news media
- Understanding the media’s role and importance
- Deciding when to talk to the media
- Preparing for and delivering a media interview: any leader or higher-level manager should receive training and ideally, specific coaching in preparation for an encounter with the media. The training include: Preparation, Performance during the interview, Steps to take after the interview.

Handling crisis communications The following guidelines will help companies respond appropriately in most crisis situation:
1. Develop a general crisis communication plan and communicate it.
2. Once the crisis occurs, respond quickly.
3. Make sre 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 audiences.
5. Do not overlook the value of web.
6. Revisit your crisis communication plan frequently.
7. Build in away to monitor the coverage.
8. Perform a postcrisis evaluation.