Lecture 12 Corporate image and human factor in

Lecture 12. Corporate image and human factor in lobbying Image has 2 sides: 1. Perception of a company by public based on information; 2. Emotional perception. In corporate terms, you are what people think you are. 97% of managers said image accounts for (объясняться) in a significance measure of a company’s successes and failures. Corporate image is the sum of the entire organization, objectives and plans. It includes products, services, management style, communication activities and actions.

• Everything a company is, says and does is component of its image. Building a corporate image requires skillful long term planning. Corporate image of a company is impression which exists in people’s mind. • Corporate image includes many things: history of a company, its reputation, stability, finance success, etc. False or partial information can form false image.

• Types of image: • Mirror impression – our impression about ourselves, often an illusion. • Current image – impression about today’s company, its state of affairs • Desired image – that is what an organization wants to have. Start the program of image: • Steps to follow when launching a corporate image program:

1. Evaluate or research – the strength and weakness of current image. Define the factors that can determine image. Negative image dictates the needs for basic changes in politics and practice. Negative image is a consequence of lack of information, prejudice. 2. Define the image that firm wants to project. 3. Determine actions that appeals to the largest possible number of your target audience. 4. Coordinate every channel of communication.

• Plan of program realization: 1. Corporate statements – what is being said by the company about itself on different levels; 2. Actions; 3. Everything visual about organization; 4. Name of a company and how it relates to the company’s activities.

Human factor • Staff of a company is a very important group for a lobbyist or PR specialist. It reflects inner policy of a company. Effective inner policy increases labor productivity and improve environment. • Company’s inner policy should be responsible, fair, taking into consideration wishes and psychology of personnel. • Tension in the administration-staff relationship may have dangerous consequences for business or institution.

• Reasons for tension relationships: 1. Misunderstanding between administration and personnel; 2. Different opinions about management styles. Contradictions between the top managers and other managers who are closer to the staff may lead to the instability in company. 2 major issues in manager-staff relationship: 1. Psychological satisfaction (exciting work and challenge); 2. Chance to develop career, financial support, security.

How to improve inner image of a company? 1. Research of a target group (staff) through questioning, interview with the aims: • To study group's positions in their relationships with the administration; to reveal its needs and demands; • To determine the channels of information receiving, to restrict false information; 2. Development of corporate rules of subordination and discipline aiming to form favorable labor and moral climate.

• Example – corporate code of Matsushito (Japan) • To serve to the nation in the sphere of industry; • To be honest in business; • To work in harmony and collaboration; • To improve quality; • To be polite. • Corporate culture of this firm makes a person to identify itself with the firm.

• • • Strategy and tactics Inner publications – news, bulletins. Bulletin informs personnel on a company’s activities, actions, changes, management. Its objective is to make a staff sure that they are well informed. Announcements on a special board – fast and cheap method of information spread. Corporate magazines; Regular meetings of administration with personnel – for news and exchange opinions; Video and Internet presentations – to attract new staff members and new production of information.

• Parties – may be used to express gratitude to the staff; • Gender policy – women should feel safety; • Rumors (improvised news) (слухи) can destabilize situation in a company. Rumor emerge when information is absent. Administration and PR specialists should act together and immediately: to be honest and tell the truth, to be quick and to give real facts, not to repeat rumors; to train the staff now to react on rumors.