As a song says "they say that the vice of loving you is bad." The same has happened to the Public Image, which up to now have been politicians who have taken advantage of it more due to the capacity of influence that this communicational discipline has on and with the audiences.
This stereotype that has fallen on the public image IS NOT SO. It would be like reducing the handling of power to discipline and limiting its capacity for persuasion, being the corporate / institutional world much more encompassing and closer to the client, consumer, and the generality of people's lives.
While it is true that it is politics that needs to seek mechanisms to effectively influence societies, voters and decision-making groups; In the end, the proposals, the range of options and the ideas that are settled there are limited. And many times excessive confrontation causes confusion and discouragement in the recipients.
On the other hand, one of the bases of the CORPORATE OR INSTITUTIONAL IMAGE, an image that is necessary in this space of analysis and proposal, is to persuade the client (and more so their psyche). Taking into account the diversity of options that exist (which the client is often unable to control), the speed of sales, the calendar of special dates on which the consumption of specific products is motivated, etc.
For this reason, I invite you to reflect, who has the greatest need for Public Image? A politician or a businessman?
In the end, both the Political Image and the Corporate Image serve the same purpose:
- They define their essence They establish the desired image they want to position They stipulate the types of images (subordinate images) that they will need to develop so that the idea is understood They implement their differentiators on what they say and do They design and carry out a public relations plan to get closer to their audiences They push A marketing and communication plan to transfer their image They position their brands, references, products, services, etc. They evaluate the impact of what has been done… And the cycle begins again to correct and refine the positioning strategy
As I have said in other posts, many businessmen and entrepreneurs consider that they already have everything resolved with the marketing and advertising plan that they implement. But I still see relationship errors daily, image errors that directly impact the credibility and trust of the client and the reputation of the company. And then they wonder why sales went down.
Until it is understood what public image is the management of perceptions, what image is to psychologically and strategically stimulate the client, that the client decides more by emotion than by reason, that from this perspective the seller is the key piece of the value chain, etc., etc., etc., we will continue to wear down the market. And in the face of exponential growth in competition, these oversights are not convenient at all.
If we ask politicians for political will to make key decisions for the development of the country, businessmen and entrepreneurs must develop a corporate will to broaden their minds towards the new trends in which the market is moving and global communication that does not it is precisely the marketing.
Do you want them to believe you? Allow the Public Image that your new vice is you, your company and your clients.
