LC Chapter 10 Leading through Effective External Relations

LC Chapter 10 Summary

Leading through Effective External Relations

Managing external relations effectively is essential for organizational leaders; however, external relations do not exit in isolation. Companies must link all communication activities to ensure that what the outside world sees and hears reflects what the inside world lives.

Today, more than ever before, the public expects companies to demonstrate social responsibility and behave ethically in all that they do internally and externally.

All leaders of organizations must realize that their companies’ reputations depend on their internal ethos and perceptions of their many external stakeholders. They cannot ignore the importance of establishing and maintaining a positive reputation or obtain and keep it.