Company Image & Reality

 DAVID BERNSTEIN
PRESENTED TO PRESENTED BY
P R O F. R L R A I N A GROUP 3, SECTION F

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 Introduction

David Bernstein – Chairman of ‘Creative Business’

What is in it for you?
Model of the Book
 Need for communication
 Lack of genuine communication
 Integration
 Crisis Management
 Corporate Communication

Performance Vs Image
Aspects –
 Coordination
 Importance
 Vis-à-vis
Non-communication
Impressions  ‘Halo Effect’
 Model of Communication
Informal Messages

• Personality • Thoughts
• Identity • Impressions
• Image
Noise

Transmitter Encoder Decoder Receiver

Feedback
 Personality – Identity and Image

Personality is “what it is”.

Identity is “what it wants to show”.

Image is “how it is seen”.

 Personality

Who are you ???

Chinese Portrait – Analogy game

Or

Ed Edd & Eddy Batman

 Identity

3 concepts to marketing identity –

 Consistency

 Individuality

 A Sign – Branding an Advertisement

 Identity

Failing to brand = Writing letter without Signature

 Identity

Unique??? Motto???
Conveying Philosophy the right way

Need for Philosophy : To convey points ( to inspire staff, set

personal goals, unite separate and disparate components etc.)

Need for a short

message arises to
deliver the right piece Message should be
of information. The specific rather than
only way to general and concrete
communicate with a rather than abstract.
company’s external
audience.
 Internal Communication

 An area that has not been given enough importance.

 Employees are spokesperson for the company. Living

Advertisements.

 Company can learn from this and use it for external

communication.

 It leads to better performance , greater trust and job

satisfaction.
 External Audience

Local
The Public Customers
Trade

Influential
Groups Company Financial

Govt. The
General Media
Public
 Channels of Communication

Advertising Correspondence
Product

Permanent
Media
Public
Relations
Company

Point of
Sale
Personal
Presentation
Literature Impersonal
Presentation
 Wheel of Communication

Hub  Company
Rim  Audience
9 channels of communication
81 combinations of medium and audience
Communication is not discrete messages to discrete
audiences.
Channels and audiences overlap.
Industry and country of origin can effect the image
and hence the communication
 Influential Groups

Advertising
Trade
Local Permanent Media

Industry

Point of
Product
Sale
Int Go
er ve
na Company rn
m
l
en
Literature t
Corresp-
ondence

General
Public Impersonal
Presentation Country of origin
Public
Relations Media
Personal
Presentation
Customers
Financial
 Media relations

Editorial and advertisement are the two sides of

same coin
Company’s view may be different from media which
may lead to misreporting
Communication director should be efficient enough
to edit news letters without misreporting
Corporate advertising-most important means of
communication
Corporate image built by deeds and not only by
words and graphics
 Corporate identity

Corporate identity – visual cue by which public

recognises the company
Logo- not a magic token or a philosopher’s stone. It
will not change the image of the company overnight
Identity change must say more about the company
than the fact that its identity has changed
Corporate communication programme shows a
company to itself
Corporate communication is both a management as
well a marketing tool
 Corporate Advertising

What is corporate advertising?

 Objectives
 Promote identity, impress public ,create favorable attitude
 To educate the nine audiences about policies, interests etc
Broad Categories of Advertising
 Product Advertising- aimed at increasing the sales of one
product/brand/service
 Corporate Advertising-aimed at increasing sales of whole range
of products/brands/services.
Product advertising  Corporate Image
 Corporate Advertising

Strategies
 Corporate advertiser must think of itself and its public as
people in dialogue
 Familiarity breeds favourability
 Humor
Challenges
 Lack of identity
 Difficult to arrive at a single minded proposition as company is
too diverse and audience too is diverse.
 Research

Why research
 Need to know the image of company in public
 Decide the need for corporate advertising
 Decide the effectiveness of a advertising strategy
 To give quantified evidence
Research – the how
 Surveys
 Comparison made with other companies
 Opinion research – measure strength of image
 Focus Groups
 Crisis Management

Nothing Tests a Company like a crisis.

These crisis are meat and drink for the media.
Either Corporate relations stands up gets counted or
discounted.
One bad stories will be remembered while 100 goods
stories forgotten.
 Real Examples of Crisis Mgmt

J&J Case
7 people died in Chicago after swallowing Tylenol Capsules(Caused $450m
loss in sales)
Working group formed which contained president and other four top
Executive.
Followed Four principles for dealing with emergencies: Preparation,
candor, action and initiative
Three Mile Accident Case
TMI-2 Reactor destroyed and caused radioactive gas release in atmosphere.
Concern of radiation induced health effects but no unusual health trend in
the area for next 18 years.
The Nuclear Regulatory commission and other officials resorted to abstract
words which led to conflicting information and public fear.
Confusion and fear amongst Public at Three miles Island
 Guidelines to Crisis Management

Take the Initiative

Treat Media with Respect
Speak the truth do not speculate
Keep Communication simple and specific
Think in terms of People
Follow up
 Summary

Focus on both obvious and neglected aspects

Practical model and illustrations
Critical Review