The behavior of the entire organization is the best letter of presentation! Care in building a good image should be grounded in the everyday act of the organization. It is a mistake to pretend to a group of professionals responsible for the image, as if it were something that we could overcome everyday acting company. Across the Organization must be aware of the conditions of performance that prints to their different processes, both productive and communicative. A defective product speaks badly of an organization as a printed newspaper that talk about the organization with spelling mistakes. The image, therefore it must be interwoven with all the policies of the organization. And it is that you as organizational communicators, the professionals responsible for the management of image around the world know well that while strategies go hand in hand with the mission and the marketing for the company, the communicators are not they are always prepared to defend the image of the company in a crisis situation. Never allow that they speak ill of your organization in a news program or in a publication. You must exit to step and clarify what is necessary to clarify and not be silent.
Remember that silence also communicates something. It is no good saying one thing if we do another. An effective communication strategy must be based on realities! Let us remember that all organizations have strengths and weaknesses. Why is it so important to then maintain a good corporate image? Because: A positive corporate image is an indispensable condition for the continuity and strategic success. Now it is not a simple measure of marketing but rather a strategic instrument of senior management (rally, 1990). A solid corporate image is an incentive for the sale of products and services.
It helps the company to hire the best employees, it attracts investors, generates trust between the internal and external audiences. (Rally, 1994). An image corporate firm creates an added value to a company and ensures that it is one step ahead of their competitors. (Brinkerhof, 1990). A good image helps the company attract the necessary people for its success: customers, partners and employees. A solid identity management ensures that good image. (Chajet, 1989).