Aboust Chemestry 2 Essay

4282 words - 17 pages

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Cursul 1 - 9.10.2007

Gestionarea imaginii organizaţiei

Orice criză poate fi transformată într-o oportunitate atunci când în momentul declanşării crizei organizaţia are o imagine predominant pozitivă. Atunci când organizaţia are o imagine negativă în momentul declansării crizei, se poate spune că aceasta are o problemă.

IMAGINE (TIPURI DE IMAGINE)

Imagine mediatică (TV şi publicitate)

Imagine asemănare (perspectiva biblică - imaginea e o copie a unui model sacru - şi filosofică - imaginea reflectată din Dialogurile lui Platon, de exemplu)

Imagine iconică (imagini obiectivate pe un suport - afiş, schiţă, schemă, banner, tablou)

Imagine lingvistică (creată prin cuvânt)

Imagine ştiinţifică (pentru a îşi valida adevărul, ştiinţa recurge la modele ale realului validate ca adevăruri într-o perioadă istorică)

Imagine virtuală (dezvoltările din tehnologie fac posibilă virtualizarea)

Imaginea ca structură mentală (modificări la nivel psihic)

Modelul oferit de psihologia generală

Modelul oferit de psihologia socială

Modelul oferit de teoriile fenomenologice

Modelul oferit de teoria procesual organică

Gestionarea imaginii organizaţiei

Pentru a putea controla imaginea trebuie să cunoaştem cele trei segmente ale realităţi (cel al organizaţiei, cel al comunicării şi cel al percepţiei).

Segmentul de comunicare presupune cunoaşterea teoriilor comunicării. Pe acest segment apar crize de comunicare şi mediatice. Pe segmentul de percepţie apar crize de imagine. Pe segmentul organizaţional apar crize de sistem.

Crizele - bulversări cu consecinţe asupra întregii realităţi organizaţionale. Aceste crize apar pe realităţi complexe, manifestările lor fiind la fel de complexe.

În crizele organizaţionale există mereu un segment de comunicare. Crizele de comunicare pot fi determinate de multe ori de o criză organizaţională.

Crizele de imagine sunt crize cumulative. Modelele explicative ce privesc imaginea pot ajuta la gestionarea unei imagini doar la nivel principial. Pentru a ajuta la nivel metodologic, este envoie de folosirea modelului operaţional al imaginii.

Între mesajele de grad 1 şi cele de grad 2 se stabileşte un anumit raport de realitate:

Realitate pozitivă + mesaj pozitiv - imagine pozitivă

Realitate negativă + mesaj negativ - imagine negativă

Realitate pozitivă + mesaj negativ - imagine negativă

Realitate negativă + mesaj pozitiv - imagine pozitivă (organizaţia manipulează)

E fundamentală compatibilitatea dintre mesaje (ce spune organizaţia trebuie să coincidă cu ceea ce face).

O imagine contradictorie e neclară şi duce la o imagine predominant negativă. Compatiblitatea dintre mesajele de gradul 1 şi cele de gradul 2 se asigură prin activitatea de relaţii publice.

Cursul 2 - 16.10.2007

Imaginea sociala a organizatiei

- operationalizarea modelului explicativ -

Imaginea organizatiei: complex...

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