英國dissertation網-塑造成功的形象溝通-Image communication is as old as history

Image communication is as old as history
英國dissertation網Image communication is nothing new. The British once spent hours practising thearranging of attire and hair and taking lessonsin dance and music in order to become gentlemen.During the Renaissance, laws were
passed that prescribed which fashion couldnot be worn by the lower classes so as to keepsocial distinctions intact. In the fifteenthcentury, the handkerchief was for a timeallowed only to the nobility. Peter the Great,in 1698, sought to westernize Russia byimposing a stiff tax on beards so men too poorto pay had to cut and shave their beards.Masters of image communicationPolitical and spiritual leaders are masters othis magic of image communication. Wecannot help but feel moved by their passionateconvictions and unrelenting efforts in theircommitment to a cause. Through the waythey move the masses and the image theycommunicate, they earn great names forthemselves. I am sure most of us have heard ofRonald Reagan, Mahatma Gandhi, JohnKennedy, Robert Kennedy and MartinLuthur King, to name a few.
We have also seen how entertainers likeElvis Presley, Frank Sinatra, Michael Jacksonand Madonna kept their audiences glued totheir entertainment.On the darker side, we have seen blind,fanatical, wholehearted, unconditional devotionto destructive figures like Adolf Hitlerand other world famous dictators like PresidentAmin, Ivan the Terrible and SaddamHussein.
What these people have in common is thatthey could hold people spellbound by theirimage. How can we who are not political orspiritual leaders, or entertainers, communicate
a winning image?
Personal image
A good appearance is a premium
everywhere
First impressions count. A good appearance isa premium everywhere – it announces youbefore you speak. Communication experts
believe that over 55 per cent of the total messagepresented by a person during a firstmeeting consists of that person’s appearance.Industrial and Commercial Training
Volume 29 · Number 5 · 1997 · pp. 158–165
© MCB University Press · ISSN 0019-7858
Communicating a
winning image
James Poon Teng Fatt
The author
James Poon Teng Fatt is a Lecturer at Nanyang BusinessSchool, Nanyang Technological University, where heteaches Business Communication and English Proficiency.
He has conducted technical communication seminars inMalaysia and Singapore. He also sits on several editorialboards, recent ones being The Journal of EnterprisingCulture and Nanyang Business School’s Working PaperSeries.
Abstract
A Greek philosopher once refused to have his portraitpainted because he felt it bad enough to be condemnedwith his image in which nature had imprisoned him. Thatis personal image. For business, image is even moreimportant. As the old pun puts it, “If you don't strike oil in
a few minutes, stop boring”. Because image communicates,discusses what it takes to develop a good personal#p#分頁標題#e#
image through good appearance and investing in agenuine sustained charm. Maps out some strategies forcompanies to enhance their business image throughestablishing a brand name, designing corporate identifiers,communicating with the public and investors, projectingan image of professionalism and competence, organizingimage-building campaigns, making ethical decisions, andhandling housekeeping.Future communication will not occur if theindividual makes a bad first impression orpresents a continuing negative image. Thehousewife is attracted to well-labelled goodson the shelves. People judge our businessstanding by our appearance. Even ouremployees should look “good”.Of course, we can be taken in by falseappearances but when we see someone who iscareless with his or her shoes or dress, we canpretty well judge the nature of the person. Youmay say this is prejudice or we should neverjudge a book by its cover. But that does notchange the way we go through life – tagged allover, labelled with people’s estimate of us.Personal appearance, including clothing,hairstyle and accessories, is one of the mostimportant elements of the image. You can saywe have a letter of credit written on our face.
We are our best advertisement.Invest in a genuine sustained charmGood appearance alone is not enough. Just as
it does not pay to put good wallpaper oncrumbly plaster, we cannot apply superficialfinishing touches to ourselves without developing
the charm in us. Just as polishing andwaxing our car will not add power to the car,
we need to work on the inside of the engine,the source of the car’s power.How then can we develop charm so that
people will find us to be music in their souls?The charm I like to address is that genuine
sustained magic in us. It should be forever. Itshould not be situational charm, that is, feeling
good on stage but not offstage, or feeling
good in business dealings but not on a date. Itshould also not be pseudo-charm, that is,
impressing temporarily in order to accomplishour motives.
In order to cultivate that genuine sustainedcharm, the positive qualities in us must bedeveloped. There are people who can spend$500 for a hairdo. I am sure we can spend £50on a self-help book to learn about the positivequalities and how to cultivate them. There arealso consultants who offer training and adviceon speech, interpersonal communication,charisma, body language, manners, grooming,
and dress for fees that range from hourlyrates for private sessions to day seminar rates.
To enhance image in a career, employeesneed to cultivate an image that enhances orcomplements the one their company presents
to clients. Personal space variables should beexperimented with to determine where anindividual feels most comfortable and how
that distance makes others feel.The way we stand or sit can convey authority,credibility and control. Posture and bearing
tell others how people feel about themselves.For instance, an erect, relaxed bearing promisescompetence and confidence. Other important#p#分頁標題#e#
factors include voice characteristics, suchas speed, loudness, pitch, tone and articulation,as well as the personal possessions surrounding
an employee’s work environment.Improving one’s personal image takes timebecause long-developed behaviour is hard to
change. But because personal image is conveyed,there will never be a second chance to
make a good first impression.Business imageEstablish a brand name and ride on the
fameBecause of the brand names, McDonald’shamburgers and Pepsi and Coca-Cola areconsumed all over the world. And because of
the brand name, Singapore’s Old Chang Keecurry puffs are consumed not quite all over
the world yet but as far as South Africa, NewZealand, Japan, Indonesia and Malaysia.So important is a brand name that Zoe Tay,an adorable Television Corporation of Singaporeactress said, in a Poh Kong Chye jewelleryadvertisement, “When it comes tobuying diamonds, I go for a name I can trust”.Branding is not just a name but a communicationthat defines competence, standardand image to customers. It speaks familiarity
and credibility, so spend time to learn whypeople select your products or company orwhy they do not. Research has shown thatconsumers link brands of products and serviceswith specific social classes.
Examine your brand personality. Is itserious or humorous (like Kiasu comics)?Choose a brand personality that delivers the
greatest potential, long-term benefit. These it in all media presentations. But do notever change your brand personality becausethis confusespeople in the way that splitpersonality does.
Carry your business name and imagethrough letters, memos, reports and
logosThe most visible and familiar components ofcorporate identity are the company’s name,symbol and logo.
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Communicating a winning imageJames Poon Teng Fatt
Industrial and Commercial TrainingVolume 29 · Number 5 · 1997 · 158–165
The design of these corporate identifiers isusually taken seriously. Corporate identityfirms interview key personnel to understand
corporate structure and goals as well as theorganization’s vision of where it is heading.
For example, Miller Communications(Boston, MA) created the name for CompaqComputer Corporation, which helped thecompany to realize the greatest growth
(Wathen, 1986).
The name and logo can help to project acompany’s image as they are the first impressionmade on prospects. Brochures can alsoplay an important role in stating the case fordoing business with a http://www.mythingswp7.com/thesis_sample/shehuixuexinlixue/company. They can beused to introduce a company to new accounts
or introduce a full line of products and servicesto existing accounts. Therefore, use the
latest desktop publishing tools to make yourcompany’s stationery and publications projecta winning image.
Form letters are arguably the most powerfulpieces of paper to leave corporate mailroomstoday. A form letter can destroy anorganization’s image, undo months of saleseffort, and spark lawsuits. For example, aninsurance company sent a form letter to groupbenefits managers that began with “Gentlemen”.#p#分頁標題#e#
A female benefits manager replied thatshe found the salutation very offensive.Communicators should keep in mind thatthe line departments that typically draft formcommunications are often judged primarilyon the quantity and speed of their work withoutreference to larger corporate goals. Formletters can be remade into positive statementsabout the organization through:• a tone based on plain English;
• no legalese;
• good grammar and spelling;
• responsiveness to desired information;
• answerability; and
• consistency with other company public
relations efforts.Do you know that an average reader spends
between 20 seconds and two minutes readingan annual report? This underscores the needto make the report accessible, innovative and
appealing so that it will leave a favourableimpression. It is important to design an annual
report with clarity and honesty to demonstrateyour company’s financial soundnessand awareness of the future and what needs to
be done to compete. A prime audience, theindividual shareholder, is courted through theannual report as companies seek to buildloyalty, especially in times of takeover bids.
Finally, correspond with customers to ask
for their opinions to make them feel
important.
Maintain open lines of communication
with the public and investors
Recently, in the tussle between Aztech and
Creative, Aztech was reported in the press asnot being timely and forthcoming in releasinginformation to the public. It is important toproject an image of control, especially in timesof crisis, by emphasizing the positive newswhile being honest and open.
Technology-oriented companies needmedia and investor relationships to attractfunding and win public approval. Althoughthere is now a greater awareness of technologyand its value, there is also a need to communicateto people with different levels of knowledge.
Complex issues must be made clear andproducts and issues placed in perspective.Biotechnology is an example of how mediaand investor relationships integrate withcorporate marketing strategy. In the late1970s and early 1980s, large amounts of
money were invested in the high-tech industrybut no significant products appeared on themarket. This required the transfer of complex,
accurate and detailed information toinvestors and the establishment of a long-term
relationship with those investors to maintaininvestor confidence.Project an image of professionalism andcompetence through telephone
communicationA company’s image can be destroyed quicklyby poor telephone communication, especiallysince most customer complaints tend tocentre around courtesy on the telephone. Also
do not forget that the first contact that peoplehave with a company is through thetelephone.mployees who conduct business on thephone should be instructed to treat all callersas they would friends and should make evenirate callers feel welcome. Employees operatingtelephones should answer no later than the#p#分頁標題#e#
fourth ring, since nothing is more frustratingto a caller than waiting for someone to answer.Calls should not be a surprise; pencils and
paper should be ready when calls are received,and order blanks, if used, should be next tothe phone. Callers should be told who is
1Communicating a winning image
James Poon Teng Fatt
Industrial and Commercial Training
Volume 29 · Number 5 · 1997 · 158–165answering the phone, and caller identitiesshould be requested, not demanded. Thoseanswering the phone should listen accuratelyand take notes to increase comprehension.
Employees should speak slowly and softly andshould paraphrase to assure callers that theyare being understood. Good telephone skills
are necessary for every member of the organization.
When a voice mail answers your call, plan
what you will say, speak clearly and slowly,being brief and meaningful, and eliminate theneed for a return call.
Service
Serving customers should be as much a joy asreceiving cash. Members of a company’s salesteam are like ambassadors. The truth of asalesperson’s image exists in the perception ofthe prospect. The image to project to a clientis one of formality, to look like a professionaland to sound like one.
In a recent article entitled “Service not berigood” in No. 27 of the November issue ofSmart Investor, the author lamented on thelack of quality in service and gave an accountof how at Swensen’s two years ago he was toldby an apologetic young waitress that accordingto a management circular, she could notgive customers extra sauce. Even the managergave the same response. Since then, theauthor never stepped into a Swensen’s eateryagain and also never bought ABR sharesduring the takeover frenzy last year.
英國dissertation網Yet another hilarious story about serviceappeared in the New Straits Times of 22
November 1996. The writer of this letter,
entitled “Feather in fried chicken wings incidentat cafè” was first angered by the slowservice. When he complained about a featherstuck to a piece of the chicken wings, themanager remarked, “Chickens have feathers,what!” In response to his blank stare andadding salt to his wound, the manager reiterated,
“Anyway, the chicken has been deepfried and cooked in oil and the germs arekilled. If you do get diarrhoea, you can comeand see me”. With that, the manager scootedoff.
Organize image-building campaigns
Organize image-building campaigns like thoseby Marks & Spencer (UK) whose four-pointcommunication strategy to build a high profilewith the media is media relations, events,publications, and advertising. Marks &Spencer, which controls 16 per cent of theUK clothing market, always includes price in
its advertisements but never focuses on it. Agreater focus on price only undermines storeloyalty and causes consumers to shop around.#p#分頁標題#e#
Conduct seminars not solely for product orsales solicitation but to present factual andcurrent information.
Organize plant tours or open house to give
visitors an opportunity to meet top managementand inspect your company’s facilities ina relaxed, informal atmosphere. Tours generallyconsist of guided walks through companypremises, with stops for presentations,demonstrations, exhibits and refreshments.Demonstrations are usually given by keyoperational managers, while tour guidesprovide general information.Several different plant tours can be conducted,depending on the firm’s objectives.
For example, a sales tour can enable the
salesforce to provide current and potential
customers with information about new or
improved products, while a public relations
tour can be held when the company is
involved in a newsworthy event.
Careful planning of a plant tour is important
and should involve:
• selection of a steering committee;
• tour promotion;
• plant preparation; and
• hospitality arrangements.
Participate in road shows and trade shows to
project your corporate image. Select the
shows that provide the best audiences of
prospective buyers for your products. Then
develop compelling exhibits and support
materials. The most important objective is to
define the goal of participation.
Be charitable and sponsor events. The
founder of McDonald’s, Mr Ray A. Kroc,
once said, “If you are going to take money out
of a community, give something back”.
Indeed, McDonald’s is involved extensively in
community work. For example, the Ronald
McDonald Children’s Charities (RMCC)
Fund, a charity partnership formed between
McDonald’s and the Community Chest, has
helped more than 84 children with financial
grants worth more than $320,000. Funds are
raised through the sale of McDonald’s Happy
Meals, contributions from the McDonald’s
family, McDonald’s suppliers, and personal
donations from the public. The other charitable
effort by Mcdonald’s is the McCare pro-
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James Poon Teng Fatt
Industrial and Commercial Training
Volume 29 · Number 5 · 1997 · 158–165
gramme. McDonald’s staff and crew organize
regular visits to various children’s wards in
local hospitals. In October 1988, the National
University Hospital (NUH)/Ronald Mcdonald
Children’s Dialysis Programme was
launched. This is a home-based dialysis programme
which allows children to lead normal
and active lives at home and in school. When
it comes to charity, McDonald’s has a
charitable heart.
Events should be chosen that are compatible
with the company’s image. For example,#p#分頁標題#e#
Volvo is sponsoring sporting events to
improve its image in competition with other
sports cars. Sponsoring should be a long-term
investment, such as Cannon sponsoring the
Olympics for years (Stanton, 1986).
In all these image-building campaigns, use
corporate videos. Even a good, creative lowcost
producer will be able to make a message
stand out as an effective communication tool
that your company will be proud of. If funds
are available, set up an in-house audiovisual
department. For example, Quaker Oats Company
in Chicago, Illinois, has an in-house
audiovisual (AV) outfit that produces costeffective,
high-quality AV services ranging
from slide presentations to video and multiimage
shows. When possible, Quaker employees
are used in training and internal communication
films (Siragusa, 1986).
Make ethical decisions
Bad decisions can hurt the company in the
marketplace and tarnish a company’s image,
especially if its employees are known for
unethical practices. Remember that no customer
likes to be shortchanged. Making
ethical decisions can be costly as in retracting
a product from the shelves if it is found to be
faulty. This has happened to soft and mineral
drink companies. The latest case of Mad Cow
disease attests the importance of ethical decisions.
Handle housekeeping
According to Franklin Becker, author of
Successful Office, the office is like a second skin
that conveys a company’s image while reflecting
a company’s values, abilities and personality.
A professional look is the safest image for a
work environment. Furniture placement
affects perception of status, conversational
distance, and conversational flow. For example,
a linear arrangement of space promotes
passiveness by discouraging interaction. A
superior-subordinate arrangement is a highly
authoritative arrangement, one that is especially
effective when the superior knows exactly
what questions to ask and what information
is to be elicited during the conversation. The
equal-co-operative type of communication
unit reflects the opportunity for equal involvement;
as long as the participants remain in the
circle or semicircle, conversation is encouraged.
Each communication unit type can be
adapted for different areas of the same office
to promote the most effective flow of communication.
Carefully chosen furnishings and decor can
make office environments effective places to
work. A modestly decorated lobby should
have plants and framed pictures. Co-ordinated
furniture makes customers feel comfortable.
Too much clutter on the desks may
convey lack of professionalism, as with talking
across the desk, which creates barriers.#p#分頁標題#e#
Finally, waiting visitors should be checked
frequently so that they do not feel left out.
Communicating is a part of image
building
We can use choice words to enhance the visual
image we want. We can use neutral or positive
words because words have connotations that
influence how the audience perceive us. For
example, the word “small” is neutral,
“cramped” is negative, and “prison cell” is
very negative.
With positive words, we can even overcome
any negative public perception of insurance,
for example. In insurance, there are a number
of phrases that insurance agents should abolish
from their sales approach. For example,
rather than the word “volume”, agents should
use “amount of insurance”. “Riders” should
be replaced with “additional insurance or
benefits”. “Premium” could be rephrased by
the more positive “investment”. Rather than
“universal life”, insurers could refer to “flexible
benefits”.
Being positive or negative is like saying
good things about a place, which suggests you
like the place, and vice versa. A story is told of
a person who left his village to go to another.
In the new village, he was asked by a villager
why he had left his former village. He replied
that he did not like the people there. To that,
the villager responded, “You probably won’t
like the people here either”.
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Communicating a winning image
James Poon Teng Fatt
Industrial and Commercial Training
Volume 29 · Number 5 · 1997 · 158–165
We can use words to express certainty to
show how strongly we feel about something.
Words like “is”, “must”, “surely”, “obviously”
and “certainly” express certainty. However,
too much certainty can reveal insecurity if
there is no support. For example, a manager
who once chaired a meeting began by saying
“I’m the source of information”. This astonished
the staff present at the meeting and
created doubts among them as to the truth of
the statement. Also, if one were to say “I
definitely think I am the person for the job”,
others would think he or she was being too
bold.
We can use words to create images for the
buyer or seller. For example, the word “surfing”
appeals to teenagers while “winner” or
“you” appeal to any buyer. Using “we” in the
sense of “we’ve been doing it for 15 years”,
“concerned” to show community service or
humanitarianism, or “healthy”, create a good#p#分頁標題#e#
image for the seller.
We can also use both words and pictures to
strengthen a message. A picture speaks a
thousand words. It functions as a visual
metaphor for the words. However, a picture
alone is non-specific and unclear. Words are
needed to anchor the meaning a picture portrays
just like an anchor stabilizing a boat in a
fixed position, so that it does not move. This
will reduce any misinterpretation and therefore
help to make meaning clearer. For example,
in “the sunshine of her smile”, the words
“sunshine” and “smile” anchor the meaning
of the picture of a smiling sun.
We can use colours to establish a visual
image. For example, IBM’s blue and Coca-
Cola’s red have become universally recognized
and are used consistently in visual
presentations.
Finally, we can present typical images of
people or ideas that people can live up to. For
example, most of the television advertisements
of McDonald’s emphasize emotion and
the unique McDonald’s experience. McDonald’s
clearly uses the combination of music,
jingles, slogans, children, animals and ordinary
people to promote the McDonald’s
experience. Rather then using models and
actors, which most other advertisers do,
McDonald’s prefers to use children and
ordinary people who are more natural and
able to capture the attention of the audience.
Furthermore, children form a large portion of
McDonald’s target market. Besides children,
McDonald’s also uses other age groups, such
as senior citizens, in its advertisements
because it wants to reach out to everyone in
Singapore.
Implications for training
Image consulting
Men and women in business schools and
management training programmes are learning
that, no matter how bright, industrious or
competent they are, their impact in the business
world depends a great deal on the image
they project through clothing, body language
and other external cues. It therefore pays for
companies to send their potential employees
to consultants who offer training and advice
on speech, interpersonal communications,
charisma, body language, manners, grooming
and dress for fees that range from $100 per
hour for private sessions to $1,000 for twoday
seminars. Although some may say paying
this much is not really necessary, the current
success of today’s image consultants suggests
a need for their advice.
Image consulting was virtually unheard of
as an avocation as recently as 15 years ago.
Today, however, there exist consultants who
coach executives in everything from business
protocol to scarf-tying. The variety of specializations#p#分頁標題#e#
is astounding. Most image consultants,
though, tend to concentrate on the
basics, or outward appearance – evaluating a
client’s present wardrobe, hair, and for
women, make-up. Originally, the field of
image consulting was built on the notion that
there was one correct way for business people
to dress, a theory popularized by John Molloy,
author of Dress for Success. This mind-set
ignored such considerations as fashion trends,
focusing instead on conveying the right image.
A broader notion of what constitutes the right
business image is now emerging, particularly
where women are concerned. Managers who
feel that some employees could use image
enhancement might consider hiring a consultant
to give a group seminar for an entire
department or division. As an example, from
a two-day executive image session, employees
can learn that the way people stand or sit
conveys authority, credibility and control.
Because employees should dress to fit the
culture of their particular organization and
industry, image training either in-house or
through outside seminars can add impetus to
a dynamic workforce.
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Communicating a winning image
James Poon Teng Fatt
Industrial and Commercial Training
Volume 29 · Number 5 · 1997 · 158–165
Training to enhance one’s appearance
and image
Image is the sum total of all the perceptions
others have about an individual and that
individual’s capabilities. Communication
experts and social scientists believe that over
55 per cent of the total message presented by
a person during a first meeting consists of that
person’s appearance. Future communication
will not occur if the individual makes a bad
first impression or presents a continuing
negative image. Companies should, therefore,
see to it that their employees are trained or
given guidelines for improving the following
factors that affect an individual’s image:
• wear understated clothing and jewellery;
• smile;
• make eye contact;
• do not stand too close to other people or
continually back away from them;
• hold the body erect but relaxed;
• avoid nervous habits;
• take advantage of the gender factor, especially
for women in upper management
roles; and
• examine the image conveyed by voice
characteristics.
Training in communications
Many communication problems arise becauseprofessionals communicate their thinkingprocesses rather than the outcome of theirthinking processes. Managers need to coachtheir staff members to identify key businessaspects of their assignments and to communicatethose aspects and tie them to the businessof the organization. Managers can help staffmembers to communicate more effectively by:#p#分頁標題#e#
• showing them that listening is a majorchallenge and responsibility of the job;
• coaching them to highlight key points earlyin presentations and conversations; and
• coaching them to focus by expressing oneto three key ideas clearly and establishingfriendly eye contact while delivering themessage.
Managers can also encourage staff membersto choose communication media strategically.Those managers who help staff members
improve their communication and understandingof the business contribute to staffcredibility and ultimately to the organizationitself.
Above all, when it comes to business communication,
a programme for handling theform letter problem entails learning the size ofthe problem, educating top management, anddrafting a policy and procedure.
Training in verbal and telephone skillsIn spite of good advertising and publicity, afirm’s image can still be ruined if communicationover the telephone is not handled correctly.Companies should therefore encourage thefollowing practices:
(1) Answer by the fourth ring.
(2) Be prepared when answering the phoneby having the proper tools on hand.
(3) Introduce oneself and/or the firm onanswering.
(4) Request instead of demanding.
(5) Listen actively and repeat, if necessary.
(6) Do not ask the caller to hold for morethan 15 seconds.
(7) Be tactful. If the customer who is callingis angry or has a complaint, do not interruptor argue.
A uniform manner of answering calls is a wayto create a strong, consistent corporate identity.
Realizing both the importance of front-linecommunications and that proper telephonebehaviour requires skills, it is said that Peat
Marwick’s Heather Dawson developed aprogramme to emphasize old-fashionedphone values for 5,000 administrativeemployees in 120 offices. Telephone Behaviour:
The Power and the Perils, a humorous videostarring former Monty Python member John
Cleese, was selected for the programme for itsability to involve employees emotionally andintellectually. Role playing followed the video,allowing employees to share experiences and
frustrations. The three stages in phone conversation
– the verbal handshake, getting the
message, and offering assistance – were
emphasized in the video and role playing.
Indeed, with the vast number of videos available
for training, there is no excuse for overlooking
this aspect of training of staff.
Channelling into image building
Just as we can learn from McDonald’s innovative
move in setting up playgrounds in its
outlets selling burgers, we can also learn from
IBM Corporation, with a long history of
producing product-oriented magazines for its
customers; it has now taken a more serious
plunge into publishing with the start-up of
two issues-oriented magazines that would be
audited and carried outside advertising. The#p#分頁標題#e#
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Communicating a winning image
James Poon Teng Fatt
Industrial and Commercial Training
Volume 29 · Number 5 · 1997 · 158–165
customer-targeted magazines are extensions
of IBM’s communications efforts. According
to Jaben (1992), a year of research preceded
the launch of the two publications, which
address issues, solutions, and trends. Beyond
Computing: Integrating Business and Information
Technology concentrates on how executives
of mid-size to large companies can integrate
information technology with business
strategy. Profit: Information Technology for
Entrepreneurs focuses on new and innovative
applications of technology for smaller, fastgrowing
businesses. TPC, The Publications
Company, is providing a broad range of editorial
and production services for both magazines,
as well as handling advertising sales
support, but IBM maintains control over all
editorial content. With the current emphasis
on mass communication, companies must be
more prepared to address consumers’ needs
and they can do this if they invest in a welltrained
communications team, which can
then professionally handle publications and
media campaigns of all sorts to build the
image that companies desire.
Training in awareness of office design
and appearance
Finally, office appearance and atmosphere
affect the way clients, visitors, staff and management
feel about the business. Managers
must, therefore, be sure that the workplace is
the best environment for the business even if
they need to be sent for some training on
office designs. Imagination and analysis by
managers with some knowledge of office
designs allow office facilities to be improved
without costly renovation. The office environment
should be conducive to communication,
creation and contemplation. When assessing
the office environment, consideration should
be given to the activities that are performed
and the facilities that these activities require.
The reception area decor should project an
appropriate image, and other specialized areas
should be designed for efficient operation.
Furniture should be chosen to foster the kind
of communication needed by the organization.
Elaborate or extremely bright colours,
textures and styles should be avoided. Carefully
chosen furnishings and decor can make
office environments effective places to work.
This is not possible without training staff on
the awareness of these factors.
Conclusion
A winning image communicates success tothe public, business associates, suppliers,investors, and above all the customers. Youand your company will then look “good” intheir mind’s eye. This is image communication.#p#分頁標題#e#
References
Gerardi, J. (1987), “Form letters: are they costing your firm
money?”, Communication World, Vol. 4 No. 4,pp. 26-8.
Jaben, J. (1992), “IBM’s plunge into publishing”, Business
Marketing, Vol. 77 No. 4, p. 51.
Siragusa, G. (1986), “Managing corporate theatre”,
Administrative Management Journal, Vol. 47 No. 7,
pp. 30-35.
Stanton, R. (1986), “Volvo turns back the managementclock”, Rydge’s Journal, Vol. 59 No. 7, pp. 46-8.Wathen, M. (1986), “Logomotion”, Public Relations
J英國dissertation網ournal, Vol. 42 No. 5, pp. 24-9.
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Communicating a winning image
James Poon Teng Fatt
Industrial and Commercial Training
Volume 29 · Number 5 · 1997 · 158–165