What is the role of image within external communication strategies?

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 (1998) 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 ...