Leading through effective external relations
Steps for strategy of external audience: 1clarify your purpose and strategic objectives 2identify your major audiences 3creat refine and test your major messages 4select limit and coach your spokesperson 5establish the most effective media or forum 6determine the best timing 7monitor the rules
Charles’s Fomburn 6 ways of building positive corporate image: design campaigns to promote the company as a whole, carry out ambitious programs to champion product quality and customer service, maintain systems to screen employee activities for reputation side effect, demonstrate sensitivity to environment, hire internal communication staff and retain republic relations firm, demonstrate “corporate citizenship”.
Working with the news media: understanding the roles media, deciding when to talk to media, preparing for and delivering media interview.
Work in a crisis situation: develop crisis communication plan and communicate it, once the crisis occurs respond it quickly, make sure all employees respond with the same massage, put yourself in the shoes of your audience, don’t overlook the value of WEB, revisit your crisis communication plan frequently, build in a way to monitor your coverage, perform the postcrisis evaluation.