CREATING GOOD

CORPORATE IMAGE
CREATING A GOOD CORPORATE IMAGE
WHAT IS CORPORATE IMAGE?

Corporate image differs from corporate identity.

The corporate image expresses the stakeholder perception of a
company. The implementation of public relations is useful to create
and support the corporate identity and to generate an image in
publics’ minds. This involves managing harmful media narratives.
The corporate image or brand image, is the set of beliefs,
attitudes, and perceptions that the public have about a company or
brand. That is to say, it is the way in which that public interprets the
set of signals coming from the products, services and
communications, emitted by the brand.
Corporate Image: Why Your Brand’s Public
Perception Matters More Than Ever Now
 The really sculpts your corporate image is your
company's actions, like performing well financially,
developing innovative products and services, following
ethical business practices, actually operating by your
values, appropriately responding to company criticism,
providing tremendous customer service, treating your
employees with dignity and respect, and attracting elite
talent.
 Projecting a Good Image of School: How can
a Principal Achieve This goal?
 There has been a tendency in most schools become increasingly aware of their image
in the community. The school principals are realizing the need to work positively with
community to ensure a good image of the school. It is conceivable to the leadership
of the principal plays a significant role in promoting a positive image of the school.
 They need to have more interaction with the external community to promote the
school, attract students as well as retain them.
 The study includes that promoting a positive school image is a business-like effort in
which school management should adapt some marketing approaches. Principal’s role
is a pivotal point in projecting a good image.
 The leadership of the principal is a key factor in public opinion that contributes to the
image of the school.
 How to Improve Corporate Image

1. Identify your company's purpose.

If you truly want to build a loyal following for your brand and, in turn, strengthen your
reputation, your company's core message should focus on your purpose -- not how you make
your product or what your product is.
2. Make sure you can walk the talk.
Sometimes, brands that want to reap the rewards of being a mission-driven company don't
actually adhere to the values they claim they're so passionate about. But even though being
aquasi-mission-driven company can attract new customers, once they uncover your hypocrisy,
it's almost impossible to retain them.
A Yale psychology study suggests that highlighting your morality is
essentially a short-cut to high status. But if people realize you don't
actually possess the traits that shot you up the social ladder, they'll
lose trust in you and respond harshly to your deception.
Before you start boasting about your company's dedication to putting
the customer first, make sure your actions are actually aligned with
these values, or that you have a plan in place to do so.
3. Own your mistakes.
Even the smartest brands make mistakes. But what separates the
great companies from the good ones is their ability to admit that their
wrong and change course in light of new information. Unfortunately, a lot
of companies won't admit their mistakes or change their minds, even if
it's the right choice, because they have too much pride or don't want to
seem weak.
However, admitting you're wrong actually requires a lot more
strength than sticking to something that hurts your customers just
because you've invested a lot of time or effort into an initiative. By
owning your mistake and correcting it -- instead of blaming the issue on
external factors -- your customers will understand the rationale behind
your decision and appreciate your honesty and humbleness.
4. Offer the best customer service possible.
For many customers, one of the first interactions they'll have with your
brand is through a customer service representative — so customer
service plays an undeniably critical role in corporate image.
5. Make sure your website and social media presence reflect your current
corporate image.
Oftentimes, social media is the first opportunity people have to
discover your brand — and they'll likely make a snap judgment of your entire
image as a result of a few images or videos at the top of your feed. So make
them count.
 Role of Public Relations in Corporate Image
Building

Public relations is a strategic approach towards the creation

of goodwill and brand image through developing a cordial
relationship between the organization and its target audience. Image
is the reputation or perception of a person, group or corporate body,
held by others, often as a result of what they (the corporate body)
do or have done. The study is set to find out two major things: To
find out if public relations plays a role in image building of an
organization; and to determine if public relations plays a role in
image sustenance of an organization.
 4 simple ways to improve your public image

 1.Connect with your audience

 The first step to creating a positive public image is to connect with your target audience. This will
set you apart from the competition by allowing you to interact with your audience on a personal
level and understand their wants and needs.

 2.Post regular, high-quality content

 Posting high-quality, relevant content will help gain exposure for your business, build brand
awareness, and attract new customers. Remember that internet users are constantly looking for
interesting content online. If they enjoy reading your content and find it a reliable source of
information, they are likely to associate this will your brand.
 3.Improve the customer experience
 The experience that customers receive will form a vital part of how people perceive your business. If
customers are satisfied with your service, they are likely to write good reviews and recommend your business
to friends and family. This will all help to improve your public image.
 4.Monitor what people think of your brand
 It is important to carry out a regular brand audit, to assess where your organization currently stands in terms
of public image. The aim of a brand audit is to get a picture of what consumers genuinely think about your
product or service.
 Always remember that how the public perceives your brand is vital to the success of your business. For that
reason, investing in marketing efforts to improve your public image is one of the most effective ways to grow
your business and become an authority in your industry.