In this chapter, the author provides guidelines to help manage external relations in day to day encounters and in crsis situations so that the company projects a positive imang. Develop external strategy by clarifying purpose and strategic objectives, identitying major external stakeholders, creating major messages, selection and coaching the spokesperson, establishing medir or forum, determining the best liming, and monitoring resouts. Buildin and maintaining a positive corporate image requine having an external relations relations strategy that is vigilant, vigorus, and comprehensive. Working with the news media by understanding the medias role and importance, deciding when to talk to the media, preparing for and delivering a media interview. Handling crsis communication, respond appropriately in most situations. The company must link all communication activities and hears reflects what the inside world lives.
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