Chaprter 10 Leading Through Effective External Relations

"A CEO is the ultimately responsible for the growth of a company as evidenced by its financial performance, its capacity for self-renewal and its character. The only way you can measure character is by reputation" Roberto Goizueta, CEO, Coco Cola quoted in Fortune, March 6,1995

All the leaders of the organizations must realize that their companies' reputation depend on their ethos and perceptions of their many external stakeholders. They cannot ignore the importance of establishing and maintaining a positive reputation or the necessity of effectively managing external relations to obtain and keep it.

The above statement is clarifies the gist of this chapter. Moreover this chapter focus on the following:

• Develop an external relations strategy
• Build and maintain positive corporate image
• Work with the news media
• Handle crisis communication