Text 4. Image of Enterprise

The image of the enterprise is the perception that the general public holds about a particular business. Many companies invest a great deal of time and other resources to influence the opinion that holds about the products offered by the business, as well as the business itself. This process of cultivating positive public relations extends to not only interaction with consumers, but also ongoing interaction with the media, labour unions, industrial associations, and other entities that have a direct and indirect impact on public opinion. One of the most basic ways of shaping the image of the enterprise is establishing and maintaining positive relationships with the general public. This effort usually begins by offering products that successfully meet the needs of customers, thus generating goodwill. As consumers come to know and trust the product lines offered by the business, they begin to share their opinions with others. This positive word of mouth helps to introduce other consumers to the products offered by the business, and makes it easier to establish a favourable perception in the minds of more people.

Along with offering products that meet customer expectations, many companies cultivate a positive corporate image by becoming involved with the communities where their goods and services are sold. This can involve anything from sponsoring a local sporting event to supporting some type of local charity.

Promoting the right kind of corporate image also involves working with the media. Journalists in both print and electronic media hold a great deal of influence with the general public. Doing so helps to ensure that when new product lines are launched, or significant events happen in the life of the enterprise, the media is much more likely to convey the news to consumers.

Businesses of all sizes want to create a corporate image that inspires confidence and trust in consumers. For this reason, a number of companies engage the services of public relations professionals who can manage any situation that may arise.

Answer the questions:

1. What does the image of the enterprise mean?

2. Why do many enterprises invest a great deal of time and other resources into their image?

3. Where does the process of cultivating positive public relations extend to?

4. How are positive relationships with the general public established?

5. How do consumers behave when thy trust their product lines?

6. What ways to cultivate a positive corporate image can a company use?

7. How do enterprises cooperate with media?

8. Do journalists really have an effect on the public?

9. What type of corporate image do most businesses want to create?

10. What service do many companies have to engage?