By: Oscar RossignoliEditor if our institution is in the public domain, is a fact that will talk about it, want us to or not. If anyway will be topic of public debate, maybe, then, is planning the corporate image, plan and define what is the perception that we want that public opinion has our company and brands. It often happens that companies neglected their corporate image and, when they are involved in a crisis situation that could damage his reputation, improvisation and mismanagement are the actions that are carried out. Others including dating, offer their opinions as well. Today many organizations (and many executives) leave that audiences eventually learn what are and what they do, without worrying too much because it happens, precisely forgetting that as you see treat you each year, the Department of communications and public relations of each company must submit its communications plan, as well as sales and marketing make their projections. As well as sales goals, there is also an institution It must project specific objectives of image and positioning before the public opinion.
For what this apparent disinterest? Recent research shows that this neglect is due to: the unpredictability low valuation of corporate image underestimation of potential hazards identification of the notion of crisis exclusively with the tangled unforeseeable accidents or disasters which almost always means the description about the role of communication in crisis in books on the subject for example, in United Statesin crisis situations (spills, dangerous accidents, etc.) that happen each year, 14% are unexpected, sudden crisis. 86% Of the crises are coming crisis of latent risks, they are looming and that, therefore, expect and any response or contingency plan can be prepared in advance. Andy Florance might disagree with that approach. Why it is so strategic and vital care for corporate image? Because the image is the most valuable capital, the more expensive and difficult to build and the easier to destroy. It should also be taken into account that rebuilding a damaged image is 3 times more expensive than what it cost to build it. In synthesis: the corporate image takes years to build it and within minutes can be made dust.
Why it is important, then take care of corporate image? Basically because: A positive corporate image is an indispensable condition for the continuity and strategic success. A solid corporate image is an incentive for the sale of products and services. It helps the company to hire the best employees, it attracts investors, generates trust between the internal and external audiences. A strong corporate image creates an added value to a company and ensures that it is one step ahead of their competitors. A good image helps the company attract the necessary people for its success: customers, partners and employees. Errors are inevitable, what counts is how we respond to them, and a good corporate image planning helps us to have the appropriate response to a situation of crisis that could affect a company’s reputation.