Strategies and Techniques of Organizational Image Building

Abstract

The article deals with strategies and techniques of building the image of an organisation, because in the contemporary world image is important as it generates stability, trust and attraction or just the opposite, which brings no benefits to the organisational goals. It is important that a strategy of building the image of a company should essentially include the following elements: role and main mission of the entity, goal and objectives proposed, categories of target audiences relevant for its activity, key messages that should be released for each type of target audience, communication channels, which will be used based on the particular nature of recipients, deadlines of planned activities, necessary human, material and financial resources, public relations programmes required for the implementation of the image creation strategy. A strategy for building the organizational image must, firstly, aim at achieving and consolidating the organization’s identity in the mind of the target-groups relevant for the balance and functioning of the organization. The specialized literature, especially the one referring to marketing, shows the concern of the organizations to implement strategies that envisage the setting-up of a positive climate, marked by credibility and trust, the generation of a distinct and clear image in the relevant social environment and in the spheres of interest, increased loyal membership and supporters of the organization, determination and motivation of opinion leaders regarding the main issues of the organization, increase of the market success by drawing the public’s attention, willingness and trust.