Image, réputation et identité de l'entreprise (document en anglais)

• To understand the concept of “Corporate” Public Relations, we must see the organization in a different way. We should not think of the company as a set of departments that are unrelated, but rather as a whole.

• To clarify that , we can look at it as a person. A person has different members but we think of it as a whole body.

• It is a little bit like the systems theory except that in the systems theory, we view the company a a set of subsystems that are related and work together internally and externally.

• PR, as in the systems theory, is present everywhere in the organization. It is not connected to one department (Marketing, sales, top management…)

• This word “corporate” implies that PR is used only by firms that seek economic profit. That is why the use of Organizational instead of corporate is more appropriate and encompasses all kind of organizations( Non-governmental organizations, services, governments, etc…)

• Thus, Organizational PR is the one that manages how everyone in the organization should act and behave, in the same manner.

• Organizational image: the impression gained by an individual of an organization at one moment in time. Organizational image can differ from individual to individual also through time.

• Organizational identity: the sum total of proactive, reactive and unintentional activities and messages of organizations.

• Organizational culture: the expression of attitudes within an individual organization. This term encapsulates the values, beliefs, and patterns of behavior and language, that are the norm for that group of people, providing a framework of meaning for the organization.

• Organizational reputation: this consists of the sum total of images an individual has accumulated over a period of time that lead an individual to form an opinion about the organization.

...