Image Management Truth Index:
The extent to which the perception you create by controlling how others view you (through public relations and marketing) matches up to the reality of who you are. The goal is an index of 1...how do you measure up? Let's unpack that a bit.
We (CDP) are proponents of organizations and businesses controlling their image. An organization needs to have a plan for managing how people see it. The strategy needs to be well-thought out and intentional. Do you want to be seen as hip and cool or trendy or steadfast or traditional or tried-and-true? Do you want to be seen as being committed to integrity, equity, high profit margins or efficiency? All of your branding, marketing and external communications need to match up with who you want people to see when they look at you. How and where you advertise, market and get the word out also matters. Social media, website, podcasts, brochures, conference vendor, and the like are all important to consider in controlling how others view you.
The Image Management Truth Index is intended to ensure there's 'truth in advertising.' The entirety of strong image management isn't just about perception; it's about lining up that perception against reality. So consider adding these tasks/principles to your organizational culture and routine:
* Strive to be the organization that you want people to think you are. Don't just fake it til you make it. BECOME the organization you are representing yourself to be.
* Put into practice metrics and indicators that will help keep you on track to live up to your image.
* Check your index* on a regular basis and make corrections as needed.
Now go make strides to BE your best self!
-Mindy Muller, CFRE, President/CEO of CDP
