CS4L-8

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UNIT VIII STUDY GUIDE

Effective External Relations

Learning Objectives Upon completion of this unit, students should be able to:

1. Develop a comprehensive external relations strategy. 2. Build and maintain a positive corporate image. 3. Identify with news media. 4. Implement crisis communications within the organization.

Unit Lesson Developing a Comprehensive External Relations Strategy Eventually every organization must responsibly communicate with their stakeholders. Stakeholders make up the relationships that may be affected by how an organization operates (Barrett, 2011). For some companies, stakeholders may include governing bodies that are charged with monitoring the way the organization functions. This process is the ultimate challenge in communication. The leader’s job is to set an example for open communication for others within the organization, and communication with those outside the organization is simply an extension of the same best practices that work inside. Communication helps build friendships, promote trust, and ultimately helps share values and build stronger organizations. Strategic communication involves forming relationships and sharing company information with external audiences, such as the press and the public. It is a means of managing the corporate image and public relations. Leaders must communicate fully, directly, and honestly, and must always follow with action. Trust and credibility must be earned through honest communication with external partners. Much of a leader’s success depends on the quality of their relationships with influential clients and leaders around the world. Developing an effective external relations strategy requires that an organization has a clear vision and mission and that the framework for promoting their strategic objectives is in place. The priority for how stakeholders are contacted should be considered before messages are released to the public. In all communications, it is of utmost importance that the message is presented in an ethical manner—i.e., in a manner that is honest, clear, consistent, and meaningful for the stakeholder (Barrett, 2011). Messages should be communicated by persons who, in a leadership role, can exemplify those qualities that instill trust. The old adage that timing is everything is extremely appropriate when deciding how and when to deliver news to stakeholders. Again, technology has allowed us to make mass notifications to internal and external customers both simultaneously and instantaneously. There is no longer any excuse for information to get lost or delayed in being transmitted. This ability has allowed for an elevated level of transparency within organizations.

Reading Assignment Chapter 12: Leadership through Effective External Relations

Presentation Leadership through Effective External Relations

Supplemental Reading See information below.

Key Terms None

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When organizations are acting in an ethical manner with their communications they should have no concerns about the reactions that result from major messages. Feedback from stakeholders is necessary to gauge how an announcement is being received. Without this information, the organization will be limited in its ability to measure the effect of the announcement on the external community. For surveys, focus groups, and publically owned entities, stock prices are valid sources of information used for monitoring the response to an announcement. Building and Maintaining a Positive Corporate Image Effective communications allow organizations to tell the world about themselves. Typically, messages distributed outside the organization tend to be more positive than internal messages. Not only does communication allow organizations to tell others about themselves, but it also provides a way to share the concepts and beliefs that an organization considers important. Some companies are better at influencing public opinion than others. Advertising has always been seen as a viable way to put your best foot forward, but there are other avenues that organizations can use to create awareness which are less costly than advertising. Those who are able to build and maintain a positive image do so through modeling integrity throughout the organization. A well-structured media relations department is a valuable asset when developing communications that reflect the mission and values of the organization. Promoting newsworthy events, providing support for community service activities, awards, etc. makes an organization visible to the community without their involvement being seen as self-promotion. Coordinating With the Media One of the most important times for an organization to assure the stakeholders that they are acting in a responsible, ethical manner is when they are challenged with dealing with the news media. As this will happen occasionally--hopefully when the publicity is enhancing the corporate image--working effectively with the media will improve the likelihood that the resulting story will be favorable for the corporate image. When the need for communication arises, respond quickly with an official spokesperson that will become the face of the company, and respond in a candid and accurate manner. When the questions are confrontational, try to present a prepared statement first followed by honestly addressing individual questions. Admitting that you can’t answer a question is acceptable, where a response of “no comment” implies that the organization may be acting in an unethical manner. Handling Crisis Communications In a crisis, crisis managers must consider all stakeholders, which can include the general public and the business community, as well as potential disaster victims and first responders. Haddow, Bullock, & Coppola (2011) recommend five critical expectations for an effective communications strategy: (a) maintain a customer focus by communicating information in a timely, accurate fashion, (b) commit to and participate fully in the communication process, (c) include communications specialists in all emergency planning and operations to ensure timely and accurate information, (d) maintain transparency and truthfulness in the dissemination of information from the disaster area, and (e) develop a partnership with the media in order to expedite the dissemination of accurate information to the public (p. 134). When the organization is involved in a crisis situation, having a clear, definitive plan for action shows the leadership’s commitment to open communications.

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References

Barrett, D. J. (2011). Leadership communication (3rd ed.). New York, NY: McGraw-Hill/Irwin. Haddow,

G. D., Bullock, J. A., & Coppola, D. P. (2011). Introduction to emergency

management. (4th ed.). Burlington, MA: Butterworth-Heinemann.