Following the thoughts of Dr. Millicent Danker who is famous for its Principal Resources. She has always been sensitive to the need for perceptual research before she designs PR programs for Clients.
Perception is Reality.
Companies are accountable to their stakeholders and hold certain perceptions of these companies, based on their actions, words, and behaviors. Perceptions vary from stakeholder group to stakeholder group but nevertheless must be recognized and understood before they can be managed and leveraged.
In traditional public relations practice, insufficient attention is given to the view from the external environment. Leadership may not be sensitive enough to perceptions that exist in the marketplace.
Managing perceptions, according to Millicent Danker, means communicating with an outside-in perspective. She believes messages must be measured by their ability to change or enhance perceptions held by the stakeholder group towards the enterprise, company, or brand.
In moving from Perception to Reality, companies can manage and turn around negative perceptions of their organizations. Meanwhile, companies can also build value and enhance reputational assets by managing positive perceptions to advantage. Companies must recognize perception gaps where they exist, and address them through appropriate change programs. Finally, companies can then begin the task of communicating messages founded on truth and fact. Over time, companies can grow their organizations into enterprises whose values represent those their key stakeholder groups sought.
The perception management process is a continuum that begins and ends with research. The role of communication is an essential part of the process.
Happy Learning!
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