Leading through Effective External Relations

Effective external relations require a sound communication strategy. There are steps that you can take to create a strategy for external audiences:

1. Clarify your purpose and strategic objectives
2. Identify your major audiences or stakeholders
3. Create, refine and test your major messages
4. Select limit and coach you spokesperson
5. Establish the most effective media or forum
6. Determine the best timing

7.      Monitor results.

            Messages aimed at external audiences are far more vulnerable to interference interruptions and barriers than messages to internal audiences.

      You should be able to prevent the interruption and overcome the barriers to reach your external audiences successfully if you ensure all of your external messages conform to the following criteria:

§  Honest

§  Clear

§  Consistent

§  Meaningful

In conclusion, all leaders of organizations must realize that their companies reputation depend on their internal ethos and the perception of their many external stakeholders. They must maintain a positive reputation and effectively manage external relations in order to obtain and keep it.