Corporate Image and Communications
The management of the information service’s corporate image and how it delivers and sells its message about its value and contribution to stakeholders is extremely important. For if the perceptions of the information service differ from reality then:
Image analysis is closely related to the marketing issues discussed in the previous chapter. It assists in determining the information service’s image to stakeholders such as sponsors, funding and governing bodies, and its customers. It also includes taking account of the image being portrayed in the market place and market space. As a result of the image analysis certain market strategies may need to be undertaken. In addition, the ability to create the right understanding of the value of the information service and manage the communication with the external environment is as important as managing the communication internally. For this is the essential mechanism of projecting and maintaining the importance and benefit of the organization in the eyes of key stakeholders.