Enron, HIH Insurance, OneTel, WorldCom, Aggressive accounting procedures, Corporate governance, Business honesty, Corporate reputations being destroyed. Share prices dropping at the first hint of any financial shenanigans.
These are the headlines and the key business stories of today. And they all relate to one critical management subject –the Corporate Image. Every organization has a corporate image, whether it wants one or not. When properly designed and managed, the corporate image will accurately reflect the organization’s commitment to quality, excellence and its relationships with its various constituents – such as current and potential customers, employees and future staff, competitors, partners, governing bodies, and the general public. As a result, the corporate image is a critical concern for every organization, one deserving the same attention and commitment by senior management as any other vital issue.
