The first impression is never forgotten… Therefore, have you ever wondered if your image reflects the essence of you and the positive message you want to convey? In recent years the public image has become an area of opportunity of special interest for individuals and organizations, due to a simple fact: our presence is our best or worst letter of introduction.
The statistics of how much we communicate through our verbal and non-verbal language is impressive, since, according to the information shown in figure 1, we all form judgments based on appearances and although we do not perceive it, we are sending messages through of our dress and grooming, body language and way of expressing ourselves.
Thus, since the end of the 20th century and the beginning of the 21st century, public image has become a key concept for the communicational performance of people, products, services and organizations, which compete for a place in the minds of consumers, citizens, investors or jobs, for example. Since this perception becomes a reality that causes a judgment of value or opinion in people, which leads to imminent acceptance or rejection. In this sense, the image should be used as a strategy of “being / saying being / appearing”, since it is a new modality of exchange of meanings and common sense, which : (Soto R., Marketing Semiótico, 2015) is taking more boom in our current environment.
How the first impression is formed
Figure 1. "First impression" statistics
Concept
The term imagology was used for the first time by the Czech writer Milan Kundera, who dedicated a chapter to this expression in his book Immortality, published in 1988. In it, he questions the fact that man is nothing more than his image, however, it does not provide a definition for that concept.
Later, imaging was defined as the scientific knowledge necessary to create, develop, and maintain a public image. Likewise, imagology is considered as a branch of philology and linguistics, which studies mental images or imagotypes (images that we project onto others). (Castillo, 2016)
In this regard, as stated (Abreu, 2001) in his article "The study of the public image: the key to success?", the first modern treatise on the public image was exposed by Machiavelli, by laying down the following principle: "the prince must think about avoiding everything that could make him hateful or despicable." This is what in modern language is known as "creating an image", keeping the same spirit and the same dignity in all circumstances, favorable or not.
From this perspective, the representation, figure, appearance or likeness of something is known as an image. Term that comes from the Latin word imago, and which also refers to the visual representation of an object that is made through techniques of photography, painting, design, etc. On the other hand, the word public is an adjective that refers to what is manifest or notorious, which is seen or known by all. The public is also associated with what belongs to or relative to the people. (Pérez & Gardey, 2012)
These definitions allow us to understand the notion of public image, which indicates the essence or identity of a person or organization, that is, it is the set of features that are recognized by society.
As expressed (Gordoa V., 2007), the public image is the shared perception that will provoke a unified collective response towards an individual or organization, while the imagery is defined as:
The systematic study of the public image, that is, the set of strategies aimed at analyzing the impressions generated by a certain subject towards their community, starting not only from their physical appearance, but from their verbal and non-verbal communication strategies, so that these three elements, immersed in an integral design process, obtain a coherent image between their saying, their doing and their opinion in a concordant social setting.
In this regard, in order to create or maintain a positive public image, it is necessary to know that it is not static but evolving, so it can be perfected according to the interests and requirements of a person or organization, to keep it always present to the public. Therefore, being immersed in a dynamism conditioned to the context and circumstances of the image, all the dimensions of the individual's personality must be considered, knowing that a good image is achieved when acting with self-confidence and confidence is transmitted However, while in one scenario an image may be favorable, in a different one it may be absolutely the opposite.
It should be noted that Mexico is a pioneer in the issue of public image, whose main exponent is (Gordoa V., 2016), which states: “the image is not a look, the image is not a frivolous physical appearance, the image is not It is a superficial matter, the image is the whole process of perception that any human being or institution needs to be positive in order to achieve its objectives.
Public image
The public image is the shared perception that causes a unified collective response, and to build it requires the conjunction of many elements that, when well coordinated and produced, will avoid the existence of contradictions that impede the coherence of the message; quality strictly necessary to convince the target group that they are the best at something and that, therefore, they deserve their credibility and trust.
The causes that produce the image are the stimuli received through the senses, which incite us to act, therefore, when associated with perception, that is, the inner sensation that results from a material impression made on the senses; When an image in the individual mind is shared by many people, it is transformed into a collective mental image. Thus, the image is perception that becomes identity and, over time, reputation.
Perception-producing stimuli
The causes of perception are called stimuli, and they are promptings that cause people to act in a certain way, that is, thanks to the stimuli, there is a response to the image that is perceived by the senses. There are various kinds of stimuli, however, for the purposes of public image, the following are mentioned:
The way in which customers, employees, competitors, investors and the general public perceive an organization, whether positively or negatively, is a fundamental factor for a company to succeed or fail. However, according to a study carried out by the Faculty of Higher Studies (FES) Acatlán of the National Autonomous University of Mexico (UNAM), only 5% of small and medium-sized companies (SMEs) are interested in conducting a public image study. (Flowers, 2010)
For this reason, with the null idea of true growth, it is difficult for SMEs to worry about what they project abroad. Likewise, there are companies that do not know or base their mission, vision and values, and therefore lack a fundamental public image. In this way, as mentioned previously, since the image is a dynamic aspect, the business image created in the 70's or 80's is hardly valid, for example, the image required in the current era, in where the environmental aspect has been completely renovated.
Regardless of the type of image that an organization has, consistency between all its elements is essential, since it is precisely this link that will produce the credibility that organizations need to be successful. However, although each time companies and the market are giving greater importance to the image, the problems that can arise when not making a correct application of this concept are:
Lack of image: The company says nothing to its public, since they only know their products or services, consume them or use them to the extent that they consider it, thus not achieving loyalty to the corresponding product, service or brand.
Image maintenance: The company has a well-defined image, probably shaped by its own performance over a period of time. Its main problem being the achievement of balance between the elements displayed and the evolution of the times.
Loss of prestige: Concept that can appear suddenly after a significant drop in sales due to the circulation of negative rumors about the practices, products or services of an organization, being vigilant at all times to detect the first precursor signs of public diversion, so that they can be attacked at the right time.
On the other hand, the gradual loss of prestige is usually caused in the long term and in a practically unnoticed way, so that, when it comes to light, it is sometimes too late for compensation. (Guzmán, 2015)
There are various strategies to build a positive institutional image, which interacts with the public, and subsequently positions the company according to its prestige and the quality of its products and services, thereby achieving closer and lasting links. For this reason, the quality of management in the organization is of great importance for the institutional image and for the development of the company in the environment to which it belongs.
In this way, the positioning of the institution, as a credible, trustworthy and solid entity, generates more than a good image; a sense of trust and closeness with the public, since from the treatment to the attire of the personnel who work in an institution, they are part of the intangible value of a good possibility. Likewise, the care of the facilities and other company settings are part of the tangible aspect that makes it possible to show good care with care, which of course generates important benefits. (Diaz, 2009)
How is a public image audited?
In this regard, the formulation of strategies at the service of the image is essential, after carrying out a complete identity audit that allows individuals and organizations to know how they are perceived by the different existing audiences. And so, in a logical way, determine the objectives that are intended to be achieved, based on them, act on defined attributes.
The image audit is a procedure used for the identification, analysis and evaluation of the image resources of an individual or organization, with the purpose of examining its internal and external operations and actions, as well as recognizing the strengths and weaknesses of its functional policies, in order to improve its results and strengthen the value of its image, to finally evaluate the figure projected towards the different audiences with which it interacts.
In this way, the image audit becomes an oriented review, whose primary objective is to know the state of the image resources available and proceed to optimize them.
In the case of organizations, the internal, commercial, financial and public image must be audited, to evaluate aspects such as the worth of their brands, customer service, financial reputation or the opinion that employees have and that they project abroad. (Garcìa, 2010)
Public image construction process
Building a good public image that, undoubtedly, gives us a high social reputation, is based on a precise method, which has proven and shown results. Therefore, as established (Zavaleta, 2006), all the steps shown below for the construction of a positive image must be concatenated in a certain way to fulfill their true function:
Definition of objectives: The first step for the construction of a public image is the establishment of the objective that is to be achieved with the construction of said image, that is, it must be clear what it is intended to form and project, as well as what is desired that the public perceives.
Image audit: The second step refers to the investigation whose main purpose is to know with some precision how the public perceives us. This inquiry is carried out through the use of quantitative and / or qualitative methods, among which are: opinion surveys carried out under scientifically valid statistical procedures, focus groups, interviews, among others.
The audit seeks to detect strengths and weaknesses in the projection of the image, in order from its diagnosis, to design strategies and concrete actions that allow its optimization. In general terms, according to the evaluation carried out, the aim is to balance the various types of images previously addressed, according to the environment and context in which the individual or organization operates.
Conceptualization: Once the public image audit has been carried out, the stage is passed in which the objectives are converted into marketing concepts, using creativity and innovation. That is, the objectives must be converted into a sales concept that can include from small changes in the physical image to the creation and subtle transformation of a new character.
Design: It consists of the general lines of the image that you want to cement, linked with the characteristics and skills that you already have. It involves writing down the image that you want to build in its many variants and facets.
Therefore, the design of the image must include all the roles that a person fulfills in society, trying to seek coherence, harmony and homogeneity in the perception that people have of their personality.
Non-verbal communication
conclusion
The management of the positive public image is today of utmost importance for the success of an organization or individual, since they require communicating with different audiences to achieve not only their permanence and development in the field of which they are part, but also to achieve their economic and / or social mission.
The above, in the face of the information age that has gained relevance in recent years, since the need to be well perceived forces us to consider the importance of the projection of a positive image, since neglecting its correct application and handling can transfer to people or organizations, not only to the loss of their reputation, but to their very disappearance in the blink of an eye, through the messages that are broadcast.
In short, regardless of our profession, we all have a public image which is exposed at all times, places and hours, for which it must always be perfectly grounded to work for our benefit and not for detriment. Thus, a well-achieved public image allows us to increase our security, helps to identify our strengths and areas of opportunity, and offers us tools to improve professional and interpersonal relationships, in order to achieve our objectives.
References
- Abreu, I. (August 2001). Press room. Web for Ibero-American communication professionals. Retrieved from http://www.saladeprensa.org/art249.htmCastillo, A. (2016). edu. Retrieved from https://www.academia.edu/22314155/Temario_de_Lic._Alex_Castillo_sobre_Imagen_P% C3% BAblicaCriado, D. (sf). bligoo. Obtained from http://manuelgross.bligoo.com/20140713-guiabreve-de-comunicacion-efectiva-axiomas-comunicacion-verbal-y-no-verbal#.Vr7LdvrvIVDiaz, L. (March 25, 2009). Public image. Obtained from http://veritasimations.blogspot.mx/Flores, AP (February 9, 2010). The entrepreneur.mx. Obtained from http://elempresario.mx/centro-soluciones/que-es-importante-imagen-tu-empresaGarcìa, M. (August 03, 2010). Modern marketing. Retrieved from https://montsemarketing.wordpress.com/2010/08/03/%C2%BFque-es-la-auditoria-deimagen/Gordoa, V.(2007). The power of the public image. Mexico, DF: Random House Mandadori. Gordoa, V. (2016). First essence and then image. (Q. México, Interviewer) Guzmán, J. (April 2015). Reason and Word. First digital magazine in Latin America specialized in communication science. Obtained from http://www.razonypalabra.org.mx/N/N90/Tesis/02_Guzman_T90.pdfMendoza, Á. (July 02, 2011). War room. Obtained from http://elcuartodeguerra.com/index.php?option=com_content&id=100:la-importancia-dela-imagen-publica&Itemid=60 Pérez, J., & Gardey, A. (2012). Definition of. Obtained from http://definicion.de/imagenpublica/Soto, R. (May 28, 2015). Semiotic Marketing. Obtained from http://roxanasoto.me/despues-de-la-primera-impresion-la-imagen-publica/Soto, R. (June 17, 2016). Semiotic Marketing. Retrieved from http: // roxanasoto.me / how-to-build-an-authentic-and-congruent-public-image / Soto, R. (June 20, 2016). Semiotic Marketing. Obtained from http://roxanasoto.me/elsignificado-del-discurso-no-esta-solo-en-las-palabras/Velasco, A. (January 26, 2009). SlideShare. Obtained from http://es.slideshare.net/gm5/imagen-pblica-y-manejo-del-discurso-primera-sesionpresentationZavaleta, L. (January 26, 2006). Public image. Obtained from http://imagenzavaletac.blogspot.mx/Obtained from http://imagenzavaletac.blogspot.mx/Obtained from
Thanks
Special thanks to the research professor Fernando Aguirre y Hernández, professor of the master's degree in administrative engineering attached to the Orizaba Technological Institute, for the technical contribution to the construction of this article and its direction in the process of learning systemic thinking. Likewise, to the National Council of Science and Technology (Conacyt) dedicated to promoting and stimulating the development of science and technology in Mexico, for financial support for postgraduate studies.
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Philology: It is the study of written texts, through which an attempt is made to reconstruct, as faithfully as possible, their original meaning with the support of the culture that underlies them.
Linguistics: It is the scientific study of both the structure of natural languages and aspects related to them, as well as their historical evolution, their internal structure and the knowledge that speakers have of their own language.
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