Externe Communicatie Als Onderdeel Van Het Ondernemingsbeleid

An analysis of Shell's 'public image' shows that this company (a) controls most of the factors which determine this image, and (b) invests much time, money and energy in influencing those factors which are beyond direct control. Creating and maintaining a positive public image seems to outweigh direct product-centered promotional activities. In relation to this, external communication is considered a very important 'image-building' aspect of the total company-strategy. A writing course for future managers should - under certain constraints - take this into account, and place heavy emphasis on the psychological effects of style variables.