Four components of the image. K. Schönfeld
According to one of such specialists K. Shenfeld , organization image consists of four components:
management and financial image - how well it manages;
public image - how active the organization is as a member of the public;the image of the organization as an employer - whether it pays well, how it treats employees, etc.
Managerial image. P. Stokes
There are other approaches to the issues of image formation, in particular, management. It was proposed P. Stokes , president of the company for management. In his opinion, the image of the organization should be based on such three reasons:
• The organization should be submitted as some "personality", ie. it is necessary to show the organization's activities to people as best as possible. Important are its external signs - the modernity of premises, equipment, the style of communication within the organization itself, etc .;
• An organization needs to have its own reputation, than it is already known. It is necessary to spread new information about the organization and take into account that people already know about it, and therefore inevitably there will be questions;
• The organization needs to show its character (essence), i.e. what actually is its activity.
Although P. Stokes warns that the organization should not create advertising, it is better if it is told about it by the "third party". However, P. Stokes believes that when planning and implementing the program for creating the image of the organization, one should always remember that all three listed elements should be advertised simultaneously, with the maximum consideration of the attendant circumstances.
Fragmentary images of the corporation. Six signs of the image by D. Burstin
Researchers have long argued that the creation of "pseudo-events", the permanent organization of PR actions grandson -
formed the life of man, the usual order of things. For spontaneous events, a hero was needed, and for the organized ones a celebrity was needed. "A hero," writes D. Burstin (Boorstin D.) , - was known for his deeds, celebrity - his image or brand name. The hero created himself, the celebrity is created by the media. " The hero personified a lofty ideal, the celebrity is used to create an image that performs exclusively pragmatic functions, serves everyday purposes: presidential elections, sales of cars, corporations, cigarettes, etc. And if the image worn out and does not work anymore, it can be discarded, replaced with another one.
First, the image must be synthetic , plan to produce a certain impression using a brand name , trademark and grade of goods.
Second, image of the organization must be plausible, reliable . The image must be identified with a particular organization or person. To be alive and deserve more popularity than the original, it must meet the requirements of common sense. The best way to believability is restrained utterances, some understatement, silence.
Thirdly, it must be passive . Since the image to some extent corresponds to reality, the creator (in this case the organization) tends to become more like the image, rather than make an image of his own likeness. The main efforts to create an image are not made by the organization, but by experts and employees whose duties include keeping it. And if the image has already been formed, it becomes such an important reality that it determines the behavior of the organization. Initially, the image is akin to the organization, and then the organization becomes a likeness of the image.
Fourth, the image must be bright and specific . It works best if it appeals to feelings, is quickly perceived when focused on defined features and brightly highlights one or more characteristics of the organization.
Fifth, the image of the organization must be simplified . To avoid undesirable effects, it must be
is simpler than the object it represents. The most effective image is simple and quickly remembered.
Sixth, despite the concreteness, the image must be to some extent uncertain and hover somewhere between feelings and reason, between expectations and reality. He must resist the unforeseen development of events, changes in tastes, meet the desires of people.
Of all the above characteristics of the image it follows that the image must acquire its own existence, become a separate value and be used at any convenient opportunity.
In the domestic literature there are various interpretations of the concept image. So, in the opinion of DA Leontiev, the concept of "image" not identical with the concept of "image": "As is known, the word" image "is the English equivalent of the United States word" image. " Image I call the impression, which is designed purposefully and consciously, and the image is that which is formed spontaneously. The image can be designed specifically, and then it becomes an image ... The image is always, the image can always be diagnosed and described - accurately and versatile ... Image is the casting of very specific associations and hints. " From this point of view, any politician, regardless of whether he has consultants for the image or not, always has some image that is broadcast to the mass consciousness, if this politician conducts public activity, speaks to voters, publishes his political statements and programs, etc. Therefore, image is a reflection of the personality of the leader, party, state, organization, product, etc. in the mass and individual consciousness of citizens , and image is a specially crafted, deliberately-generated word ychivy socio-psychological, emotional and painted image, contributing to the formation of certain opinions expressed in relation to someone or something in order to achieve certain goals .
The image of state power arises in the process of interaction of the state power itself and citizens of the country, is the result of the perception of state power by public consciousness and the mass psyche.
Communications are the mechanisms of image formation in the public and political space.
Under communication (lat communication ) in the most general form it is customary to understand the semantic and ideal-content aspect of social relationships. Actions that are consciously oriented on their semantic perception, are called communicative.
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