Связи с общественностью. Работа над имеджем. Public relations. Work on the image

1.

Лекция 8.
Автор:
Куценко Катерина Владимировна
Старший преподаватель кафедры № 62 «Специальная
лингвистическая подготовка» НИЯУ МИФИ.

2.

Lecture # 8
Автор:
Куценко Катерина Владимировна
Старший преподаватель кафедры № 62 «Специальная
лингвистическая подготовка» НИЯУ МИФИ

3. СОДЕРЖАНИЕ/CONTENTS

Introduction
Definition
Types
Components of image
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vision
mission
corporate personality
corporate identity
image
• Basic imagemaking tools
• Image making critics
• Conclusion

4. INTRODUCTION

Imagemaking today is one of the basic parts of PR, that has
become a self-operating field. In the era of information the
pivotal stone of success is a good image. Reputation is
everything for the 21st century organization. It is achieved
year after year, but can be ruined in a day. That is why
building trust as the final aim of PR is crucially important.

5. DEFINITION OF IMAGE

An Image is a general impression
that a person or an organization
gives to the public.

6. TYPES OF IMAGE

Personal
Corporate
International

7. COMPONENTS OF IMAGE

VISION
MISSION
CORPORATE PERSONALITY
CORPORATE IDENTITY
IMAGE ITSELF

8. VISION

environment: niche, competitors, position in the rating

9. MISSION

The “big” purpose

10. CORPORATE PERSONALITY

Corporate culture, schedule, atmosphere,
problems, achievements, etc.

11. CORPORATE IDENTITY

Logo, trademark, slogan, office design,
web site, etc.

12. IMAGE

Public perception

13. IMAGEMAKING TOOLS

To create an image
To maintain the
image
Favorable publicity
Advertising
Promotion
Flash mob
Viral videos
Articles
Sponsorship & charity
Parties
Open houses
Exhibitions

14. CONCLUSION

Having a good image today is one the decisive factors to
be successful. Reputation has always been important,
but in the 21st century it has become a must to survive.
A positive image is to be formed and maintained. A
negative image might be killing for an organization. That
is why organization spend billions on imagemaking and
it is not a fashion thing, it is worth it. Finally, all an
organization has in the end is its image.

15.

Thank you
for your
attention