Introduction

External Relations management must be geared towards establishing strong relationship with external stakeholders of an organisation with a view to winning understanding and support of the activities and issues arising in the course of the organisation’s operations. Reputation involves a collective representation of stakeholders’ opinions, an aggregate evaluation of an organisation’s past and current behaviour and a holistic impression of a company overtime, based on its performance and the ability to deliver on the brand promise and other valued outcomes to its multiple stakeholders; hence it has been aptly described as ‘a promise made and a promise kept overtime’

External relations and reputation management provides an organisation with the opportunity to transmit and manage favourable aspects of its image and values by identifying opportunities and risks critical to an organisation. The ability to actively monitor, analyse and adapt to both internal and external issues not only impacts the reputation of every organisation positively, but ultimately boosts the success of such organisations. Organisations need to develop capacities for managing critical external relations that capture the peculiarities and specificities of those relationships as a way of enhancing their competitive edge in a dynamic business climate.

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