Corporate Image and Communication Dynamics

Corporate Image and Service Quality

The concept of corporate image is closely tied to the perceived quality of service provided. Given the strong competition among companies today to meet various customer needs, there is growing interest in projecting a positive image.

Types of Organizational Communication

Downward Communication

In organizational structures, this category signifies that informational communication flows from a higher authority to a lower one. Therefore, it serves to issue directives from superiors to subordinates.

Upward Communication

This type of communication is the opposite of the previous one. It enables information from subordinates to reach superiors or the administration.

Lateral Communication

Also called horizontal communication, this takes place between members of the organization who are at the same hierarchical level.

Formal Communication

This refers to communication that is regulated by legal or organizational rules and policies. It is systematic, explicit, and provides information duly sanctioned by competent authority.

Informal Communication

This communication arises from social interactions rather than formal structures. It often spreads through unofficial channels, like the 'grapevine', and can convey information not typically shared through formal means.

Communication Influence Strategies

Positive Valence Strategies

• Promises: If you comply, I will reward you.
• Esteem (High): You'll feel better about yourself if you comply.
• Personal Demand (High): A person with good qualities fulfills their obligations.
• Altruism/Esteem from Others (High): The people you value will think better of you if you comply.

Negative Valence Strategies

• Threats: If you fail to comply, you will be punished.
• Moral Appeals: You are immoral if you fail to comply.
• Debt: You owe me compliance or submission because of past favors.
• Esteem (Low): You'll feel worse about yourself if you fail to comply.
• Personal Demand (Low): Only a person with bad qualities fails to fulfill their obligations.
• Altruism/Esteem from Others (Low): The people you value will think worse of you if you do not comply.