Effectiveness surveys 31 introduction image is the

Info icon This preview shows pages 32–35. Sign up to view the full content.

View Full Document Right Arrow Icon
EFFECTIVENESS SURVEYS
Image of page 32

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
3.1. INTRODUCTION Image is the mental perceptions of the person related to an Object, a Product, Service, an individual or an organisation. The image need not necessarily true and image is only an indication that how a person perceived by the other(s). The organisations do have an image in the minds of public, customer, employee, Government or for that matter in any interested group. Some organisation enjoys from favourable image, where some organisation do not enjoy such a favourable image. The image is beneficial for organisations for achieving their objective. There are many images viz., Friendly, Speedy, Honest, Corruptive, Efficient, etc. Though we can not say which is a right image or wrong image, we can say some image are favourable to an organisation for achieving its objective with relative easiness. 3.2. IMAGE BUILDING EXERCISES The Image building exercises start with understanding the present image and to chalk out, the desired image and to channalise all the Public Relations activities towards it. Now let us see how Public Relations department can understand the present image. The Public Relations department can gather information from various sources through appropriate data collection method. Some of the data collection method which will be helpful for understanding the image is described below: 1) Primary Data through interview: The primary data collection method is best-suited method and organisation try to contact the target groups (Public) and obtained information. This is possible by developing the structured schedule or non structured interview and encourage the responded to come out with the information in a friendly atmosphere and as
Image of page 33
spontaneous as possible. Such information collected from various groups will form a basis for analysis. 2) Data from secondary sources: Organisation can collect information / data information especially in terms of image, from published sources, information like article or coverage by newspapers or journals, the organisation is referred in some reports or referred at public meeting. This may provide a clue to, what the other person viewed about this organisation. This will also help the organisation in understanding and analysing the situation. 3) Analysis: The data collected from primary and secondary method can form the basis for analysis and the required information is to be culled out with reference to image / public perception. This refers the image prevailing at that time among the target group or group from which the information is obtained. The Present image could be Favourable Neutral Unfavourable / Undesirable Desired Image: The organisation may prefer a certain image and they like to project that image the minds of the public or among the target group. Normally top management and P.R. departments are involving in this exercise and they will identify the Mission Statement of the organisation and the preferred image that will help the organisation to achieve its mission. For Example: A social service organisation involved
Image of page 34

Info icon This preview has intentionally blurred sections. Sign up to view the full version.

View Full Document Right Arrow Icon
Image of page 35
This is the end of the preview. Sign up to access the rest of the document.

{[ snackBarMessage ]}

What students are saying

  • Left Quote Icon

    As a current student on this bumpy collegiate pathway, I stumbled upon Course Hero, where I can find study resources for nearly all my courses, get online help from tutors 24/7, and even share my old projects, papers, and lecture notes with other students.

    Student Picture

    Kiran Temple University Fox School of Business ‘17, Course Hero Intern

  • Left Quote Icon

    I cannot even describe how much Course Hero helped me this summer. It’s truly become something I can always rely on and help me. In the end, I was not only able to survive summer classes, but I was able to thrive thanks to Course Hero.

    Student Picture

    Dana University of Pennsylvania ‘17, Course Hero Intern

  • Left Quote Icon

    The ability to access any university’s resources through Course Hero proved invaluable in my case. I was behind on Tulane coursework and actually used UCLA’s materials to help me move forward and get everything together on time.

    Student Picture

    Jill Tulane University ‘16, Course Hero Intern