External relations, which fall into public relations, including press and media management, philanthropic activities, community involvement, investor relations, and external publications.
Every organization needs to manage these aspects of external relations very carefully since they all affect the organization’s public ethos and organization’s success.
External relations strategies are:
- Clarify the Purpose and Strategic Objectives
- Identify major audiences or stakeholders
- Create, refine and test major messages
- Select, limit, and coach the spokesperson
- Establish the most effective media or forums
- Determine the best timing
- Monitor the results
In addition, another critical component of external relations is the effective medium to ensure reaching the identified stakeholders. The company needs to get the right medium to communicate with audiences and get into their responses, also at the best timing, not too late before the crisis ruins company’s reputation. At last, for the best strategy, a company has to be able to monitor the result and their reputations constantly. The company should be able to measure specifically the impact of day-to-day and major messages on their major constituencies.
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