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Public Perception and Organizational Reputation

• Perception is Key

  • Public perception significantly influences organizational reputation.

  • The way the public views an organization is often regarded as the final judgment on its reputation.

• Communicated Reputation

  • Definition: The message an organization conveys about itself to the public.

  • There can be a disparity between what an organization claims to be and how the public actually perceives it.

• Stakeholder Perspectives

  • Different stakeholders hold different views about an organization.

  • The perception of Carthage College varies based on the stakeholder group.

  • Example perceptions:

    • Cost: Often considered expensive.

    • Community Image: Viewed as an "ivory tower" that was unapproachable, though efforts like scholarships aim to attract more commuters.

• Student Perspectives on Carthage College

  • Community and Professorship: Students express appreciation for the quality of professors and community.

  • Attraction Factors: Many students cite the location by the lake as a major reason for choosing Carthage.

• Organizational Messaging

  • Carthage frames itself as an institution with a four-year graduation guarantee and emphasizes various achievements.

  • This self-presentation may lean towards glorification.

• Different Types of Reputation

  • Actual Reputation: What stakeholders believe the organization is.

  • Communicated Reputation: How the organization describes itself to the public.

  • Conceived Reputation: How the organization is perceived by stakeholders over time.

  • Example from Carthage: Shift from an unapproachable image to one more inclusive of local community members.

  • Construed Reputation: What the organization believes others perceive it to be, which may not always align with actual perceptions.

  • Covenanted Reputation: The brand's mission and vision, or what is publicly declared.

  • Ideal Reputation: The aspirations of top management regarding what the organization ought to be, which may differ from perceptions of students and staff.

  • Desired Reputation: The ideal state the organization wishes to achieve in terms of public perception.

• Insights on Self-Perception

  • Individual self-perception may not align with how others perceive them.

  • Examples include performers and educators receiving feedback that contradicts their self-assessment.

  • Personal stories highlight the disconnect between self-image and external perception.

• Examples of Organizational Reputation

  • Take a look at ‘Sums’:

  • Perception: Viewed as a college bar, frequented mainly by young people, somewhat dirty.

  • Conceived Reputation: Seen negatively or as lacking appeal, though some believe the establishment knows its brand and caters to students.

  • Social observations illustrate differences in behavior at bars and how individuals might perceive their peers differently outside of a formal environment.

• Local Businesses’ Support for Students

  • Downtown Kenosha businesses display support for Carthage students, but perceptions may not match reality.

  • Students express skepticism about the effectiveness of discounts and support as signs rather than actionable support.

  • Accessibility challenges for students without cars to travel to these businesses can impact perceptions of support.

• Crisis Communication Implications

  • Understanding perceptions is critical in crisis communication.

  • Organizations should engage in regular feedback from stakeholders to align their communication strategies with public perception.

• Case Example: Soccer Organization

  • Mission Statement: Aimed at providing post-school activities for low-income children to keep them off the streets.

  • Public Perception: Primarily viewed as just a soccer program rather than recognizing broader community efforts.

  • Communication Gaps: Important initiatives and support workshops not effectively communicated to the public through marketing materials.

• Assignment Task

  • Examine a business or organization of personal interest and analyze its seven types of reputation as discussed in the lecture to better understand its public image and communication strategies.

  • Reflection: Consider necessary information or strategies for articulating any challenging aspects of their reputation as part of the assignment.