2. Types of image

Mirror impression- our impression about ourselves, very often an illusion.

Current image- public’ impression about an organization, it requires full information

Desired image- that is what an organization wants to have

3.Start the programme of image

Steps to follow when launching a corporate image programme:

*Evaluate

Negative image is a consequence of lack of information, prejudice.

** Define

*** Determine

**** Coordinate

Target audience

1

2

3

4

5

6

7

4. Plan of actions for image.

A good image deserves a proper presentation. The programme must be directed to the right people at the right time, be customer- oriented.

“When people know there is someone caring for them, they want to buy the products no matter what the cost is”

Plan should take into account some factors that influence of corporate image:

• corporate statements- what is being said by the company about itself on different levels

• actions

• everything visual about the organization

• name of a company and how it relates to the company activities

Glossary

Corporate image- имидж компании, корпорации

Perception- восприятие

Mirror impression- зеркальный имидж

Current image- текущий имидж

Desired image- желательный имидж

Task for office hours- Definitions of corporate image

Task for IWS- How to improve a company’s image

References

Mandatory

Aги У. Все о PR, Питер, 2008, глава « Имидж »

Recommended

Ф. Хенслоу, Практическое руководство по Паблик Рилейшнз, СПб, 2009

13. Pr and mass media

1. Interdependence of pr and mass media

The purpose of PR is to inform, shape opinions and motivate- it can be accomplished only if people receive messages constantly through media. The media are the multipliers that enable millions of people to receive a message at the same time. On the other hand, it would not be too extreme to state that, without the contribution of tens of thousands of PR communicators, media would not nearly as well-informed as they are.

Reporters and PR people are mutually dependent upon each other for accomplishing their goals.

No newspaper, nor any magazine, wire service, or broadcasting station or network can afford to have experts in all spheres of human activities. Even the largest media rely upon

the PR persons representing companies and institutions to provide the expertise and explanation that enable journalists to write understandably about complex subjects.

PR practitioners provide a necessary link between the media and many specialized areas of activity in our society, they provide most of the information used in the media today. Today’s reporters and editors spend most of their time processing information, not gathering it, 38% of journalists said they get at least half of their story ideas from PR people.

PR people are also responsible for presenting their companies and institutions, journalists over a period of time come to know which PR people can be trusted. Thus, mutually honest and beneficial relationships are developed.

*Difference in functions of mass media and PR:

1. dependence

2) kind of information