Manajemen Citra Dan Reputasi
Manajemen Citra Dan Reputasi
Reputasi
Persepsi
Diciptakan oleh organisasi sbg - Organisasi bisa memiliki image yg Terbangun sepanjang waktu; Sbg
representasi bagaimana organisasi berbeda-beda tergantung siapa publik payung mempermudah mengatasi
ingin dilihat dan stakeholdernya krisis
- Tugas PR memonitor/tracking citra
Lebih baik ada konsistensi Strategi pencitraan bisa mencakup: Produk dari stakeholder internal
identitas; Titik awal pencitraan - Product/service & eksternal
- Social responsibility; corporate
citizenship; ethical behaviour;
community affairs
- Environment
- Communication tools
Corporate PERSONALITY
C
Philosophy/vision Core values/culture Implementation
M
O
Mission
Corporate IDENTITY P
R
Unique Selling Points through the tangible things
R I
Branding Product Comm Tools for narratives & Environment P
N
stories C
Brand Goods & Newsletter; Press-release; Uniform; T
& Logo Services Backgrounder; factsheet, showrooms;
Company Profile; Annual interiors
P
Report; Speech; Website; PR E
Advertising R
Be Communicated.... G
P
Corporate IMAGE
R
is perceived by.... E
A
Customer Community C
Investor Image Employee Image N
Image Image
T
The sum of their perceptions equals due to its concistency with the reality O
C
E
I
Corporate REPUTATION (Identity & Image are aligned) M
D
Sumber: Abratt, 1989; Argenti, 2009; Kriyantono,
L
M
2012a) S
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