Perception Management - Organizational Perception Management

Organizational Perception Management

Organizations use perception management in daily internal and external interactions as well as prior to major product/strategy introductions and following events of crisis. Life cycle models of organizational development suggest that the growth and ultimate survival of a firm is dependent on how effectively business leaders navigate crisis, or crisis-like, events through their life cycles. As suggested by studies, organizational perception management involves actions that are designed and carried out by organizational spokespersons to influence audiences' perceptions of the organization. This definition is based on the understanding of four unique components of organizational perception management: perception of the organization; actions or tactics; organizational spokespersons; and organizational audiences. The organizational perceptions is further classified into three major forms namely organizational images, organizational reputation, and organizational identities.

Perception Management Events: Perception management is often used by an organization in the following major events:

1. Dealing with perception-threatening events: Include such events as scandals, accidents, product failures, controversial identity changes, upcoming performance reviews, and introduction of new identity or vision.

2. Dealing with perception-enhancing events: Include such events as positive/negative ranking or rating by industry groups, overcoming hardships, and achievement of desired goals.

Following are the examples of perception management in relation to specific organizations or communities: