1. Leadership Through Effective External Relations
Lectures Based on
Leadership Communication, 4th edition
By Deborah J. Barrett, Ph.D.
Copyright © 2014 McGraw-Hill Education. All rights reserved. No reproduction or distribution without the prior written consent of McGraw-Hill Education.

2. Discussion Topics Developing an external relations strategy
Building a positive corporate image
Working with the news media
Handling crisis communications
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3. Steps to Developing a Strategy
Identify your major audiences or stakeholders
Draft, refine, and test your major messages
Select, limit, and coach your spokesperson(s)
Determine the most effective media
Work out the best timing
Monitor the results
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4. Communication Strategy Framework
Messages
Media/forum
Timing
Communicator
Purpose
Feedback
Audiences
Context
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5. Identifying Major External Stakeholders
Media
Analysts
Board
Customers
Partners
Competitors
Retirees
State & local governments
Community
Others
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6. Analyzing Stakeholders
Importance
Difficulty of reaching
Partners
Competitors
Customers
Analysts
Media
Government agencies
High
Low
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7. Creating the Major Messages
Honest
Clear
Consistent
Meaningful
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8. Selecting the Right Spokespersons
At the right level for the problem
Able to project a positive ethos
Legitimate – position or title
Referent – charisma
Expert – knowledge
Trained in dealing with the news media
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9. Selecting the Best Media/Forum
Web sites
E-communication
Press conferences
Press releases
Fact sheets
Press kits
Hotlines
Advertising statements
Analyst’s briefings
Town hall meetings
Editorials
Press release:
June 20, 2013
Yahoo! Completes Acquisition of Tumblr
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10. Best Practices of Companies Valuing Reputation
Design campaigns to promote the company as a whole
Carry out ambitious programs 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
Demonstrate ‘corporate citizenship’
Source: Fombrun, Charles J. Reputation: Realizing Value from the Corporate Image. Boston: HBS Press, 1996.
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11. Working with the News Media
Understand the news media’s role and importance
Determine when to talk to them
Know how to manage encounters with them
Prepare for the interview
Perform during the interview
Follow up afterward
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12. Deciding to Talk to the Media
What will the organization gain or lose?
Why would the media be interested?
Is your story in the context of a negative story?
Who is the reporter?
Do you have all of the facts?
Will you be able to come across as knowledgeable and credible?
Will the coverage result in additional positive interest in your organization?
Is there any way an interview could turn negative?
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13. Preparing for an Interview
Have content well under control
Know how to dress and how to appear credible
Develop your strategy
Know something about the reporter’s background
Establish ground rules with him or her before the interview starts
Practice in a setting similar to the one in which the interview will be conducted
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14. Conducting a Successful Interview
Talk from the viewpoint of the public’s interest, not the company’s.
Speak in personal terms whenever possible.
If you do not want some statement quoted, do not make it.
State the most important fact at the beginning.
Do not argue with the reporter or lose your cool.
Source: Burger, C. (1993). “How to Meet the Press,” The Articulate Executive: Orchestrating Effective Communication. Harvard Business Review.
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15. Conducting a Successful Interview (continued)
If a question contains offensive language or simply words you do not like, do not repeat them, even to deny them.
If the reporter asks a direct question, he is entitled to an equally direct answer.
If an executive does not know the answer to a question, he should simply say, “I don’t know, but I’ll find out for you.”
Tell the truth, even if it hurts.
Do not exaggerate the facts.
Source: Burger, C. (1993). “How to Meet the Press,” The Articulate Executive: Orchestrating Effective Communication. Harvard Business Review.
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16. Following up after an Interview
Review the copy if possible
Provide feedback to the reporter
Thank the reporter
Record notes on the experience for the sake of organizational memory
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17. Handling Crisis Communication
Develop a general crisis communication plan and communicate it
Once the crisis occurs, respond quickly
Make sure you have the right people ready to respond
Put yourself in the shoes of your audience
Do not overlook the value of the Web
Revisit your crisis communication plan frequently
Build in a way to monitor the coverage
Perform a post-crisis evaluation
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18. Discussion Summary
Corporate reputation greatly affects profitability and overall success
Leaders must develop a sound communication strategy for managing external relations, one that includes all stakeholders (internal and external)
Working effectively with the news media requires establishing a positive relationship and always being prepared in interviews with them
All companies should have a crisis communi-cation plan and ensure all employees know what to do if a crisis occurs
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