Image and Identity:
As organization transmits messages to the public on a sustained basis. It is the reception of the message which goes to create the intended image. Corporate communication is the process that translates an identity into an image.
In brief corporate image refers to the image that a company has acquired with the public whereas corporate identity refers to the image a company strives to achieve, in order to build a reputation with its public.
In this context every company needs a mission. This mission should be the framework for business and all its activities. The mission is the glue that holds the company together. Here, the PR and its communication strategies come into focus. If the objectives and mission of the organization have to be accomplished, the corporate body must communicate short-term goals, long range objectives and even the total mission of the organization.
Inadequate communications results in an ambiguous corporate image .it may lead to a breakdown in co-ordination and elements in an organization.
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