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:
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Famous quotes containing the words perception and/or management:
“Money itself isn’t lost or made, it’s simply transferred from one perception to another. This painting here. I bought it 10 years ago for 60 thousand dollars. I could sell it today for 600. The illusion has become real and the more real it becomes, the more desperately they want it.”
—Oliver Stone (b. 1946)
“No officer should be required or permitted to take part in the management of political organizations, caucuses, conventions, or election campaigns. Their right to vote and to express their views on public questions, either orally or through the press, is not denied, provided it does not interfere with the discharge of their official duties. No assessment for political purposes on officers or subordinates should be allowed.”
—Rutherford Birchard Hayes (1822–1893)