Perception management according to Ateeya Manzoor
a management strategist in the corporate world involves formulating and
projecting the right perspective of a company to all its stakeholders. With a
rise in media platforms and newer technologies of communication, managing
perceptions is a challenging task.
Perception management provides strategic
communication support to corporations for delivering the right message to the
right people. In modern times, information exchange happens very rapidly and
easily through advancements in mass media. Often, vitiated or false information
damages a company's reputation and brand image, sometimes very seriously. This
is where perception management comes into play to save the day.
Where Are
Perceptual Management Skills Needed?
When we work or live in a Multi-cultural
environment, we are dealing with varying individual perceptions. The more
multi-cultural the environment, the more we need to understand the needs and
perceptions of people around us. Few of us live in a mono-cultural society,
unless we live in remote areas where, there is little contact with the outside
World. In reality most Cities in the USA, Europe, and many parts of Asia, are
multi-cultural, and the way we work, interact personally, and do business needs
a degree of perceptional Management.
Successful Managers, also have to recognize that
perceiving, and not imposing differing cultural perceptions is often the key in
managing teams of a Multi- cultural workforce. Defusing any cultural divisions
is also one key to resolving conflicts, blending differing perceptions together
to create compromise. Ateeya Manzoor says that the more perceptional skills we
have, creates more employment opportunities, and more business. Simply because
lack of perceptional skills holds people back, and even worsens situations. It
can also limit their opportunities, because opportunities exist everywhere, but
only a few are brave enough to nurture their perceptional skills to take these
opportunities.
Features of
Perception Management:
Perception management moulds opinion made by
stakeholders on the basis of what they see and interpret of a company's
actions, behaviour of staff and news reports. Stakeholders perceive a company
in a certain way and that becomes their reality. Managing perceptions is about
ensuring that this stakeholder reality is a good experience for them.
Often there is a gap between how a company perceives
itself and how its stakeholders and targeted customers perceive it. Through perception management this gap is reduced as companies
get advised on corrective measures that need to be taken Ateeya Manzoor
believes. This is often a
step-by-step process but sometimes it can take the form of crisis management to
save the company's reputation, brand equity and market share. Bad perception
leads to revenue loss and reduced brand value.
Ateeya Manzoor
suggested the first step in managing perceptions is to audit
and understand existing opinion. After gauging this reality, gaps need to be
identified and then corrective measures taken. Once negative perceptions are
identified and assessed, the task begins of placing the right messages on the
right platforms to change them into positive perceptions.
Perceptions are often damaged during crisis
communication. In the wake of a crisis, due to the intense pressure to respond
quickly, managements often make goof-ups that cause immense harm to their
business. An ill-conceived off-the-cuff remark can compound problems.
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