Reputation Management Revised Edition

Managing the internal image

Much of the popular focus on marketing concerns what happens outside the organisation. In fact, it is often what happens within the organisation that has most effect on the corporate image and reputation. Employees go home after work and mix with their families and friends. Their word of mouth carries a great deal more weight than any corporate advertising, and yet employees frequently find it hard to say anything positive about their employers.

In fact work is about much more than merely coming home with a pay cheque. Many people base their identities on their work roles and fulfil social needs through their work. ...