组织形象传播战略的信任导向

The Trustness Guide of the Communication Strategy of Corporate Identity

信任作为一种自觉行为 ,具有社会学和心理学的来源。过去的记忆是产生美誉度的心理基础 ,美誉度是形成信任的前提。但美誉度不是信任 ,而仅是一种态度。要将这种态度转变为行动———信任 ,组织形象传播战略就必须以信任为导向。组织形象传播战略在实施过程中可按时间维度分为前、中、后三个阶段或策略 ,分别把吸引公众注意、增加熟悉度。

Trustiness is a conscious behavior with both sources of psychology and sociology. The past memory is the psychological basis which generates reputation,while the latter is the premise of forming trustiness. However, reputation is not the so-called “trustiness”, just being an attitude. To transform the attitude into the behavior, or trustiness, corporation must prepare the communication strategy of CI guided by trustiness. According to the stage, the strategy includes the parts of prophase, metaphase and anaphase, their emphases respectively on being attracting attention, having more familiarity and meeting the public needs.