Creating and managing a corporate image

Managing the corporate image is a twofold activity. Firstly, the image needs to be consistent across the organisation. Secondly, it should be possible to maintain the image in the face of outside influences, notably in emergencies and crises.

Creating consistency in the image is dependent on having accurate information about public perception of the organisation and feeding this back to the members of the organisation. Avoidance of multiple images is a concern for many organisations, but in practice the inherent diversity in the workforce makes it difficult to achieve. The most practical approach is probably ...

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