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пособие Гpo-2011(оконч вар)

Image and Reputation

Image and reputation are closely related. Reputation is the opinion that people have about someone or something. In business context, reputation is the general long-term impression of an organisation. Reputation is perhaps the most important goal of any public relations program, and one of the vulnerable aspects of any organisation. Here are interesting sayings referring reputation "Glass, china, and reputation are easily cracked, and never well mended." Benjamin Franklin said: "It takes a lifetime to build a reputation, and only a short time to lose it all."

Image is the perception people have of a business when they hear a company name. A business's image is composed of a variety of facts, events, personal histories, advertising and goals that work together to make an impression on the public. Image is based on the verbal, visual and behavioral messages that come from an organization and leave an impression. There should not be ‘image’ with little or no attention on reputation.

Here are a few aspects that help explain the differences:

Is built

You have to create and promote an image. It is very much something you build to show others

Is earned

A reputation is something you gain over time through your actions. It is very much what people see in you.

Is a cost

You pay to create it and you pay to project it. And the more image-conscious your market, the more it may cost

Is an asset

Because it has to be earned, reputation is an asset. Build a strong reputation and it will help see you through tough times.

Is fast

Because image is a relatively independent component, you are able to change to satisfy market trends with great speed.

Is careful

Reputation has a more complex structure, being a combination of people, actions and who it builds relationships with.

Is opportunistic

Image will change, often quite quickly, to take advantage of market trends. Image is competitive by nature.

Is industrious

Reputation appears more self-assured.