Image Building Exercises
The Image building exercises start with understanding the present image and to chalk out, the desired image and to channelize all the Public Relations activities towards it. Now let us see how Public Relations department can understand the present image. The Public Relations department can gather information from various sources through appropriate data collection method. Some of the data collection method which will be helpful for understanding the image is described below:
1) Primary Data through interview:
The primary data collection method is best-suited method and organisation try to contact the target groups (Public) and obtained information. This is possible by developing the structured schedule or non structured interview and encourage the responded to come out with the information in a friendly atmosphere and as spontaneous as possible. Such information collected from various groups will form a basis for analysis.
2) Data from secondary sources:
Organisation can collect information / data information especially in terms of image, from published sources, information like article or coverage by newspapers or journals, the organisation is referred in some reports or referred at public meeting. This may provide a clue to, what the other person viewed about this organisation. This will also help the organisation in understanding and analysing the situation.
3) Analysis:
The data collected from primary and secondary method can form the basis for analysis and the required information is to be culled out with reference to image / public perception. This refers the image prevailing at that time among the target group or group from which the information is obtained.
The Present image could be
- Favourable
- Neutral
- Unfavorable / Undesirable
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