The monitoring of public perception is a critical factor in a successful corporate branding strategy. So how does public perception work? How do people form an image of organisations? People might have different impressions of an organisation. Distortions arise and stereotypes influence perception.
This book promotes a better understanding of public groups and the process of image forming. Knowledge of public groups is a key competence of communication experts. The main themes in this book are corporate image, reputation and identity, focusing both on theory and on monitoring methods that can be put into practice. The authors will also discuss the concept of identity. How is the communication policy linked to the organisational policy? Presenting methods to monitor trends in the public perception of organisations, they hope to contribute to a professional interest in the feelings of public groups, the dynamics of opinion forming and the images of organisations.
Monitoring public perception of organisations is primarily aimed at communication specialists training in higher education. It might also be a useful tool for communication professionals and managers who need to further their knowledge about communication.