On the subject of crisis management, the first thing to do is to have a real awareness of the value of corporate image of the company. Undoubtedly, a good reputation is the most valuable asset that any company can have and more than its buildings, its material ownership, and rather than the work teams, corporate image is what has more value in any company.

What is the value of a corporate image from the organization point of view. Why is it important, to ensure a good corporate image of the company and what are the benefits that are generated for a company which has a good corporate image.

The following reasons briefs the actual picture in detail:

A positive corporate image is a prerequisite for continuity and strategic success.

A corporate identity is a strong incentive to sell products and services.

Help the company to hire the best employees, attracts investors, build trust among internal and external audiences.

A strong corporate image creates a value to a company and ensures that you are one step ahead of their competitors.

A good image helps the company to attract people to its success like customers, partners and employees.

But what exactly is the corporate image?

An image is the set of meanings by which we come to know an object (enterprise) and through which people describe, remember and relate. It is the result of the interaction of beliefs, ideas, feelings and impressions about the company as a person (or a group of people). (Dowling, 1986)

The best shield against a crisis is a good corporate reputation and crisis management which must be understood and accepted by the organization as a tool to achieve that corporate reputation.

Today many organizations and many executives let the public know what they are and what they do, without worrying too much because when that happens, they will forget about how they treat you.

However, to generate an image, it is not enough to develop a nice logo, use electrifying colors and flood the media with slogans and sticky jingles. The best picture is one that fully agrees with the values and beliefs of your organization. The one that accurately reflects the characteristics of your organizational philosophy and culture. It is also the one that adheres faithfully to the characteristics of your mission as a company and manages to draw attention to the fact that we do what we say. In other words, the image must come directly from our identity.

A company with good image is one where professionals want to work with suppliers who want to trade deals, where customers want to buy their products as these institutions enjoy good reputation, their values are recognized and their employees show the same.

Source: Ethan Hill link