Leading Outside the Organization

In addition to traditional business functions, what public relations responsibilities are leaders required to fulfill?

• Making public speeches and attending public appearances
• Attending industry conferences
• Conducting media interviews
• Projecting a positive public image in their personal lives
• Preserving relationships with legislative bodies and members
• Cultivating relationships with the management of corporate clients and vendors

What rules must leaders follow to ensure they meet their organization's public image needs?

• They must remember that both their public and private behavior carry the potential to impact their organization's image.
• They must always work to understand and represent the interests of the people they serve.
• They must work to unify the diverse and sometimes disparate interests and messages of their organization.
• They must seek to transform those interests that are dysfunctional or unrealistic.
• They must guard against confusing personal interests with organizational interests.
• They must work to uphold and further the mandate of the followers they represent, remembering that no mandate is inflexible or permanent.

Overview/Description

A leader's public image is just as important as his or her management ability. This Business Impact examines the expanding role of today's business leaders outside of their organizations.

Target Audience

Individuals responsible for leading teams either occasionally, for example as project managers, or more permanently as team leaders or line managers.