¶ … productivity of an organization or business entity is determined or influenced by many factors including its public image. This paper focuses on discussing the role and significance of public or corporate image in the success of an organization. The researcher examines the public image problem at the Organization of the Petroleum Exporting Countries in 2015. The discussion includes an analysis of the circumstances that contributed to the public image problem i.e. the numerous legal attacks. The researcher demonstrates how this problem affected the organization's relations with consumers, damaged its reputation, and affected its productivity. The final part of the paper shows how this problem was repaired through the use of social media and long-term initiative to describe tactics as part of public relations effort.
OPEC's Public Image Problem
Public image or corporate image is one of the most important aspects of an organization's success and profitability. Public image basically focuses on a firm's reputation i.e. how it's viewed by potential and existing customers. This image is usually shaped by how an organization carries out its activities and the quality of its products, services or processes. Given the competitive nature of the modern business environment, organizations are constantly working towards developing and communicating a positive image to their various stakeholders. However, some organizations experience challenges in this process and end up using public relations initiatives to repair their image. An example of an organization that experienced an image problem in the past year and utilized public relations effort to repair its image is the Organization of the Petroleum...
This organization became worried about its corporate image towards the end of the year 2015. During this period, the organization's management became concerned about its image in the public given the emergence of several questions regarding its activities and engagement in the public. These worried became evident through internal reports that were obtained by The Wall Street Journal (The Moscow Journal, 2015). According to one of the report, the organization's authorities stated that it was important to work on and improve public opinion about its services and business operations.
The major circumstance that contributed to this public image problem at OPEC was the legal attacks that had characterized its operations within the past year. These attacks came at a time when the organization was facing historical reduction of oil prices. The organization's member countries declined the conventional role of the regulator and declined to decrease production in order to increase oil prices. These member countries increase their production of oil to record-breaking levels. These initiatives were geared towards maintaining market share so that oil prices would remain at low level for a protracted period of time. As a result, the organization was the subject of several legal attacks that promoted it to examine whether social networking sites should be utilized to help improved relations with Asian consumers.
Impact of the Image on the Organization and its Stakeholders
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