What is the role of image within external communication strategies?

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Nowadays, organizations are trying to achieve their goals through enhancing new effective methods of external communication. Nevertheless, before any goal could be set, communication must be established to share common needs, plans, thought and expertise inside the organization. According to Ober.S (18) communication is described as

� The means by which information is shared, activities are coordinated, and decision making is enhanced”

The two most important assets of an organization are its reputation as well as its image in the market. Thereby, most organization tends to develop their image through improving their public relations. On the other hand, success will be met through applying effective external communication strategies such as marketing. Public may be an individual or any organization that influence the organization, and from this point the job of the public relation manager arises. The public relation manager will be trying to control the public image of the company. Moreover, his job will include organizing occasions and events that will put the company under good light, and to ensure that the company is showing responsibilities toward the public.

Ali.M (001) & Teresta.V and Sarathy.R (14).






In most cases public relations and external communication appear to interact in their purposes. Both of them are used to create a well-deserved image of the organization. This can be achieved through the working on the following points



A) Communicating effectively with customers.

B) Offering excellent customer care & services.

C) And by showing social responsibility toward the work force & the environment.

Marketing is one of the strategies followed in external communication. Blyth.J (18) defined marketing as

� The management process which identifies the anticipates, and supplies customers requirements efficiently and profitably”

From this definition we may notice that public relations appear to support marketing activities. The table below shows us clearly how marketing and public relation work together.

Marketing objectives supportive PR activity

- To builds stronger and more lasting relation with the clients. 1) Organize a corporate hospitality event) Produce a quarterly customer newsletter.

- To increase the public� awareness of the organization. 1) Organize an open day.) Secure positive media coverage.

- To promote a new range of products more widely. 1) Organize trial sessions) Secure editorial in trade and consumer press.

Ali.M (001,page )

From this table we may conclude that PR and marketing activities should be co-ordinated in order to achieve the maximum impact. However, organization may reach to a point that external communication has to include public relations as an effective tool to support the image of the organization in the market.

To sum up we looked at communication, public relation as well as marketing. Nevertheless, no one can deny the importance of image within external communication strategies. In conclusion, organizations should work in improving their image as well as their reputation if they are aiming toward building an effective external communication strategies.

References

1) Ali.M; 001; Effective Public Relations; London Dorling Kindersley limited.



) Blyth.J; 18; Essentials Of Marketing; Great Britain; Pitman publishing.



) Ober.S; 18; Contemporary Business Communication; New York Houghton Mifflin company.



4) Teresta.V and Sarathy.R; 14; International marketing; 6th edition; USA Dryden press

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