Summary
This chapter provides guidelines to help manage external relations in day – to – day encounters and in crisis situations so that the company projects a positive image, will learn how to apply the communication strategy model introduced to external relations, how to shape a positive image, how to deal with the media, and, finally, how to manage crisis communications.
Developing an External Relations Strategy
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, an coach your spokesperson(s)
5. Establish the most effective media or forum.
6. Determine the best timing.
7. Monitor te results.
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