L10

Effective external relations require a sound communication strategy. You can use the communication strategy framework to guide you in addressing the entire range of external audiences. In all external relations a company must have a strategy that is managing the press and media, coordinating philanthropic activities and community involvement, establishing relationships with the financial analyst’s investor groups, and creating and distributing all publications that touch stakeholders. A company’s external stakeholders consist of persons, groups, or organizations outside of the company that may be affected by the company’s activities. In order to create your major messages you should be able to prevent the interruptions and overcome the barriers to reach your external audiences. This is to successfully ensure all of your external messages to be honest, clear, consistent, and meaningful. In the last section of this chapter it talks about how to deal with media and how to manage crises of communications.