ABSTRACT
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:
the quality and value of the information service may be underestimated;
the information service may be missing part of its market share; and
the wrong impression of the service could be projected.
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 into account the image being portrayed in the market place and market space, for example through the information service’s Facebook page. As a result of the image analysis certain market strategies may need to be undertaken. In addition, creating the right understanding of the value of the information service and managing communication with the external environment are as important as managing communication internally, as these are the essential mechanisms of projecting and maintaining the importance and benefit of the organization in the eyes of key stakeholders.