By: Oscar Rossignoli Editor of our institution is public, it is a fact that talk about it, want us or not. If, however, will be subject of public debate, the best, then, is the corporate plan, plan and define what we want is the perception that the public has of our company and its brands. It often happens that companies neglect their corporate image, and when they’re drawn into a crisis that could damage your reputation, improvisation and poor management are the actions that are carried out. Today, many organizations (and many executives) let the public will eventually find out what they are and what they do, without worrying too much because this happens, just forget you look like you are treated … Each year, the department communications and public relations of each company must submit its plan of communications and marketing and make their sales projections. Just as there sales targets, an institution must also project specific objectives of image and positioning in the public eye.
Why this apparent lack of interest? Recent research shows that this neglect is due to: Low-sighted assessment of the corporate image underestimating the potential risks identification of the concept of crisis alone with unforeseen disasters or accidents tangled thing which is almost always the description of the role of communication seizure in the books on the subject For example, in U.S. crisis situations (stroke, dangerous accidents, etc.) that occur every year, 14% are unexpected crises, sudden. 86% of crises are at potential risk from crisis, looming and that, therefore, are expected and can be prepared ahead of any response or contingency plan. Why is it so vital strategic and caring corporate image? Because the image is the most valuable asset, the more difficult and expensive to build and easier to destroy. Also be taken into account to rebuild a broken image is three times more expensive than what it cost to build it. Bottom line: corporate image takes years to build and minutes can be made dust. Why is it important, then, take care of corporate image? Basically because: A positive corporate image is a prerequisite for continuity and strategic success.
A strong corporate image is an incentive to sell products and services. Help the company to hire the best employees, attracts investors, builds trust among internal and external audiences. A strong corporate image creates added value to a company and ensures it is one step ahead of their competitors. A good image helps the company to attract the people necessary for its success: customers, partners and employees. Mistakes are inevitable, what matters is how we respond to them, and a good corporate image planning helps us to have the appropriate response to a crisis that could affect a company’s reputation.