Strategies and Techniques of Organizational Image Building
Keywords:strategies, techniques, organizational, image, management.
AbstractThe article deals with strategies and techniques of building the image of an organisation, because in the contemporary world image is important as it generates stability, trust and attraction or just the opposite, which brings no benefits to the organisational goals. It is important that a strategy of building the image of a company should essentially include the following elements: role and main mission of the entity, goal and objectives proposed, categories of target audiences relevant for its activity, key messages that should be released for each type of target audience, communication channels, which will be used based on the particular nature of recipients, deadlines of planned activities, necessary human, material and financial resources, public relations programmes required for the implementation of the image creation strategy. A strategy for building the organizational image must, firstly, aim at achieving and consolidating the organization’s identity in the mind of the target-groups relevant for the balance and functioning of the organization. The specialized literature, especially the one referring to marketing, shows the concern of the organizations to implement strategies that envisage the setting-up of a positive climate, marked by credibility and trust, the generation of a distinct and clear image in the relevant social environment and in the spheres of interest, increased loyal membership and supporters of the organization, determination and motivation of opinion leaders regarding the main issues of the organization, increase of the market success by drawing the public’s attention, willingness and trust.
Blyte, J. (2003). Marketing strategy. London, UK: McGraw Hill Education.
Chaffey, D. (2007). Total e-mail marketing - Maximizing your results from integrated emarketing. second edition. Amsterdam, Netherlands: Elsevier.
Encyclopedia Britannica. (1998). Retrieved from https://www.britannica.com/
Godin, S. (1999). Permission marketing. New York, USA: Simon & Schuster.
Kotler, P. (1994). Marketing management. Bucharest, Romania: Teora.
Webster’s Encyclopedic Unabridged Dictionary of the English Language. (1996). New York, USA: Random House Value Publishing Inc.
Wilcox, D. L., Ault, P. H., & Agee, W. K. (1992). Public relations: Strategies and tactics. New York, USA: Harper Collins Publishers Inc.
Zabin, J., & Brebach, G. (2004). Precision marketing. Hoboken, USA: John Wiley & Sons.
How to Cite
Authors who publish with this journal agree to the following terms:
- Authors retain copyright and grant this journal right of first publication, with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work, with an acknowledgement of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g. post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g. in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as an earlier and greater citation of published work (See The Effect of Open Access).
Postmodern Openings Journal has an Attribution-NonCommercial-NoDerivs