(b) for the sake of reputation

(3) On the principle of reciprocity.

(d) Take a long-term approach.

(5) take honesty as the creed.

(6) By means of communication

The so-called organizational image is the overall impression formed by the public after comprehensive evaluation of the organization.

Organizational image includes many contents, such as organizational spirit, values, code of conduct, moral standards, business style, management level, talent strength, economic benefits and welfare benefits. Organizational image is a comprehensive reflection of these elements.

In order to create a good organizational image, the organization should do the following work:

1. Eliminate the misunderstanding of shaping organizational image and establish a correct view of organizational image.

Although the importance of organizational image has been recognized by more and more organizational leaders, there are still some misunderstandings about organizational image in practice.

1) on useless organizational image

Organizational image is a flashy graphic form, which is useless. I haven't heard of it before and I haven't created an organizational image, but I succeeded. Market competition is hand-to-hand combat, time is money, and the market will not let you calmly shape your image before participating in the competition.

2) the omnipotent theory of organizational image

Organizational image is the finishing touch, a panacea, and corporate image is a guide; As long as the organization image strategy is introduced, the organization will be as famous as Coca-Cola, as rich as Microsoft and as potential as Tsinghua Tongfang.

3) Convergence of organizational image

The conceptual design and behavior design of copying organizations are similar, and there is no organizational characteristics and personality. For example, when designing enterprise spirit for enterprises, most enterprises choose words such as "unity, innovation, truth-seeking, dedication and civilization" to form a highly convergent enterprise spirit.

4) Blind organizational image

Organizational image should be a concentrated and comprehensive reflection of the organization's long-term business philosophy and business purpose, and should be typical, representative and comprehensive. However, in the process of image-building, many organizations do not understand the history and development process of the organization, nor do they conduct research on the public. Therefore, such an organizational image is often blind and difficult to be recognized by the public.

In view of the above misunderstandings in the process of shaping organizational image, organizations must establish a correct view of organizational image and strive to avoid or eliminate incorrect views of organizational image. Don't underestimate the role of organizational image because you can't see it, and don't artificially inflate it because it has a role. At the same time, we should pay attention to characteristics, pertinence and representativeness in the process of organizational image design and implementation. Only in this way can we really do a good job in shaping the organizational image.

2. Seize the favorable opportunity of organizational image building, so as to get twice the result with half the effort.

In different periods, the ways and methods of organizational image building will be different. If we can skillfully grasp the opportunity and guide the situation, we can get twice the result with half the effort.

1) Creation period of new organization

When the new organization was established and opened, it failed to establish extensive contacts with all walks of life and its popularity was not high. At this time, if the organization can establish a correct business philosophy, improve the organization and employee behavior norms, set up a unique visual identification system, and the best communication methods and media, it can leave a good first impression on the public.

2) Organize a period of steady development

At this time, we should devote ourselves to maintaining and maintaining the image and reputation of the organization, consolidate the existing achievements, make persistent efforts, further improve the visibility and reputation, and strengthen the good image of the organization in the public mind. When an organization is in a period of smooth development, its operation in all aspects will often be better, so there will definitely be more publicity opportunities and "fame" opportunities available. "Economic benefits have stepped up, cultural life has opened up a new path, organizational honors have followed, and the masters have praised them more." These are excellent opportunities that can be used.

3) The organization is in a period of adversity.

The development of an organization cannot be smooth sailing. When the organization is in adversity, the most important thing for public relations personnel is to be calm and good at capturing the bright spots in the organization, and then seize the favorable opportunity and adopt flexible publicity strategies to win the support, understanding and cooperation of the public inside and outside the organization and help the organization tide over the difficulties smoothly. Even in the most difficult period of the organization, as long as the public relations staff are diligent in thinking and good at discovering, they can always find some bright spots in the organization. For example, an enterprise may lose money because of poor management, and its economic benefits will decline, and the welfare of its employees will be affected. The support of external public organizations such as suppliers, agents and customers will also be weakened, and the organization seems difficult. At this time, public relations personnel should find ways to find the highlights of the organization. For example, although the enterprise is temporarily in trouble, it has a solid foundation, or its corporate image is good or its technology development strength is strong, or its development prospects are attractive, or its employees are optimistic and confident ... These can be used as a breakthrough for internal and external publicity, and also as a catalyst for the organization to regain public trust. As the saying goes, "as long as the mind does not decline, the road is always more difficult than it is."

4) When organizing the launch of new products, services, policies or business methods.

At this time, the biggest challenge facing the organization is how to eliminate the public's wait-and-see attitude. Due to the influence of people's consumption inertia, the public often takes a wait-and-see attitude when organizing the launch of new products, services or initiatives. This shows that consumers still don't understand these new products, services and initiatives, and there are still doubts and wariness. So at this time, the public relations department should take the initiative to take targeted measures, such as on-site product (service) display, operation demonstration, advertising, customer commitment and so on. In order to eliminate the public's doubts and wavering attitude and attract public attention to the organization as soon as possible.

3 overall planning, overall arrangement, to maintain the unity and continuity of the organizational image.

In the process of shaping the organizational image, the organization should make overall plans and comprehensive arrangements to ensure the unity and continuity of the organizational image. Many enterprises with poor management and poor image are not because they have not shaped their own organizational image, but because they lack a consistent organizational image. They emphasize low cost, low price and good quality this year, good service and consideration next year, and innovation and innovation to win next year, which not only makes internal employees at a loss, but also makes the external public form a stable impression on them. Let's take a look at those well-known companies in the world, which is worth learning from. For example, American International Business Machines Corporation (1BM) constantly updated its products and changed its management system during its growth, but we still haven't left its first leader, Thomas Lao? 6? 1 Watson's original ideas; Panasonic follows the overall enterprise spirit, or some creeds drawn up by Kōnosuke Matsushita, the founder of Panasonic. It can be seen that maintaining the consistency and continuity of organizational image is very important for the long-term development of an enterprise.