This chapter talked about guidelines to help manage external relations in daily encounters and in crisis situation toward the company’s positive image. We should know how to apply the communication strategy to external relations, how to shape a positive image, how to deal with the media, and how to manage crisis communication.
In developing an external relations strategy, the company should clarify purpose and strategic objectives. The messages communicated in all external materials should be clear and consistent in order to avoid confusion and unwanted associations. Then, the company should priority identify major external stakeholders which include many or all of the following: media, community, customers, investors, analysts, board, partners, distributors, suppliers or vendors, trade associations, unions, interest groups, retirees, competitors, government agencies, and the public at large. The major messages are created in the criteria of honesty, clearness, consistency, and meaningfulness. The spokespersons must be at the right level for the problem, must project a positive ethos, and should have received media training. Deciding on the most effective media or forum to ensure reaching the stakeholders is one of the critical components to develop the external relations. Timing of the external message can be also critical. In monitoring the results, there are two common methods used to obtain feedback from the external stakeholders as follow: focus group and surveys.
In building and maintaining a positive corporate image, the company can design campaigns to promote as a whole, carry out ambitious program to champion product quality and customer service, maintain systems to screen employee activities for reputation side effects, demonstrate sensitivity to the environment, hire internal communication staff and retain public relations firms, and demonstrate “corporate citizenship”.
In working with the news media, the company should understand the media’s role and importance, decide when to talk to the media, and prepare for and deliver a media interview.
The company might face with the crisis situation so the following guidelines will help company to respond appropriately.
1. Develop a general crisis communication plan and communicate it
2. Once the crisis occurs, respond quickly,
3. Make sure you have the right people ready to respond and that they all respond with the same message
4. Put yourself in the shoes of your audience
5. Do not overlook the value of the web
6. Revisit your crisis communication plan frequently
7. Build in a way to monitor the coverage
8. Perform a post crisis evaluation
In developing an external relations strategy, the company should clarify purpose and strategic objectives. The messages communicated in all external materials should be clear and consistent in order to avoid confusion and unwanted associations. Then, the company should priority identify major external stakeholders which include many or all of the following: media, community, customers, investors, analysts, board, partners, distributors, suppliers or vendors, trade associations, unions, interest groups, retirees, competitors, government agencies, and the public at large. The major messages are created in the criteria of honesty, clearness, consistency, and meaningfulness. The spokespersons must be at the right level for the problem, must project a positive ethos, and should have received media training. Deciding on the most effective media or forum to ensure reaching the stakeholders is one of the critical components to develop the external relations. Timing of the external message can be also critical. In monitoring the results, there are two common methods used to obtain feedback from the external stakeholders as follow: focus group and surveys.
In building and maintaining a positive corporate image, the company can design campaigns to promote as a whole, carry out ambitious program to champion product quality and customer service, maintain systems to screen employee activities for reputation side effects, demonstrate sensitivity to the environment, hire internal communication staff and retain public relations firms, and demonstrate “corporate citizenship”.
In working with the news media, the company should understand the media’s role and importance, decide when to talk to the media, and prepare for and deliver a media interview.
The company might face with the crisis situation so the following guidelines will help company to respond appropriately.
1. Develop a general crisis communication plan and communicate it
2. Once the crisis occurs, respond quickly,
3. Make sure you have the right people ready to respond and that they all respond with the same message
4. Put yourself in the shoes of your audience
5. Do not overlook the value of the web
6. Revisit your crisis communication plan frequently
7. Build in a way to monitor the coverage
8. Perform a post crisis evaluation
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