21 MANAGING AND ENHANCING YOUR REPUTATION
WHY IS THIS IMPORTANT?
Perception is everything – it is not what you are but what others perceive you to be that is important. What they see first is your reputation – this is the cumulative effect of all your deeds and how others perceive and interpret those deeds. It will also be coloured by the stereotypical images held about the professional and social groups to which you belong.
Reputation tends to precede people, and others will form opinions about you before they have even met you. They will have already formed an impression of what you may be like based upon their stereotypical image of people in your profession or from your walk of life and/or from what they have heard about you from others. ...