Introduction

External Relations management must be geared towards establishing strong relationship with external stakeholders of an organization with a view to winning understanding and support of the activities and issues arising in the course of the organization’s operations. Reputation involves a collective representation of stakeholders’ opinions, an aggregate evaluation of an organization’s past and current behavior 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 organization with the opportunity to transmit and manage favorable aspects of its image and values by identifying opportunities and risks critical to an organization. The ability to actively monitor, analyze and adapt to both internal and external issues not only impacts the reputation of every organization positively, but ultimately boosts the success of such organizations. Organizations 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.

For enquiries, contact:

Opeyemi Gazali – 0806 638 5629, 0805 812 7207
Damilola Adekunle – 08063237056
Email: professional education@smc.edu.ng