Corporate Image and Perception

In Public Relations (PR)  image refers to the perception or impression people associate with any object. This could be a corporate organization, individual, institution, product, service or even an idea.

The way individuals interpret an image - is influenced by a variety of factors -  including reputation.

Reputation in PR, refers to  how an individual, corporate organization or institution is rated -  on a continuum of performance vis-a-vis expectations of relevant interest groups.

Types of image:

Wish image: This is how an individual or organisation wants to be perceived by the public.

Current image: This reflects facts on ground and can be determined - through an image study - best carried out by external consultants

Corporate image: This reflects the perception associated with the entire organization and not individual products. Corporate image, can be influenced by factors.
These include: country origin, name of organisation and age, product portfolio, price, safety records asset base, staff strength, CSR, rank in industry, accreditation/certification etc.

Positive image:  This is favorable image PR resources should be used to secure.

Negative image: This is unfavorable image that can cause problems for the organisation.

Product image: Is the perception that applies to a particular product. These include: efficacy of product, weight, size, colour etc.

Mirror image: Reflects the organisation's belief about how its perceived

Multiple image: This reflects how an organization is perceived in different lights by different publics.