For example, when a precipitous event changes an organization's image, it is fairly simple to diagnose the problem and begin to mount a strategy to address it. If during a political campaign, a candidate for national office suddenly starts branding a nonprofit civil liberties organization as un-American, the organization can mount its own counteroffensive to show that its activities are considered mainstream and it is the candidate who is "out of step with the American people"
What is more difficult is noticing when an organization's positive image is eroding slowly and imperceptibly over time, particularly if this trend occurs during a period in which the trustees and staff believe the organization is flourishing. This is precisely what happened in the case of Abbott Academy. Abbott's image in the early 1970s was reflected by the Simpson Guide article that suggested that the institution was among the best of an elite group of private secondary schools. But several things changed that image. As Abbott Academy encountered its first difficulties with college admissions, rumors began to circulate that the school could no longer get its students into college. Although this greatly exaggerated the facts, the rumor worried prospective parents, many of whom began to assume that there was a connection between declining college admissions and the retirement of Joseph Abbott. They wondered what else the founder's retirement might portend. The rumor also had an effect on prospective students. Without a guaranteed passport to college, young people began to question the value of what the Simpson Guide had called a "rigorous" academic program. They did not want to attend what one prospective student called an "intellectual boot camp" and another called a "grind farm for turkeys and book lovers." While Abbott Academy could have taken active steps to reverse these assaults on the school's image, the changes occurred so slowly and imperceptibly that no one in the institution clearly understood what happening.
A second case history provides an even sharper example of how anorganization's image can change over time among its various constituencies.
- 1 decade agoFavorite Answer
譬如,陡峭的事件變化組織的圖像的時候,它是公平地簡單的到診斷問題和開始到爬上戰略到演說它. 假如在期間一政治上戰役, 一候選人為了國民辦公室驟然開始branding一非營利個人自由組織如同聯合國-美語, 這組織能登它們自己的反擊到顯示那個它的行動是考慮過主流和它是考生誰是 "不同步的和美國的人"
更甚者困難的是noticing什麼時候一組織的正圖像是eroding緩慢和不知不覺地隨著時間的過去, 特別假如這傾向出現在期間一期間那個這理事和全體職員相信這組織是繁茂. 這是精確地發生了什麼在的情況Abbott學院. Abbott的形象在這早1970 s是得自他人的以這辛普森嚮導物品那個建議那個這制度是在中間這最好的一精英群的私人的中學. 但是個別的東西改變那圖像. 如同Abbott學會遭遇它的第一困難和學院承認, 謠言開始到循環運行那個這學校能不再獲得它的學生到學院. 雖然這非常誇張這事實, 這謠傳擔心預期的父母, 許多的誰開始到猜想那個有一連結之間下跌學院承認和這個退休的約瑟夫Abbott. 他們想知道什麼另外創始人的退休可以預示. 謠言也有對有影響預期的學生. 沒有擔保護照到學院,少年人開始到問題價值的什麼辛普森領路人已呼叫 "嚴厲的" 學院的節目. 他們不想要出席什麼1位預期的學生呼叫 "智力的新兵培訓營" 和別呼叫一 "碾磨農場為了突厥斯和書戀人." 一會兒Abbott學會能有拿取活動步驟到顛倒的這些襲擊準時地學校的形象, 這變化發生那麼緩慢和不知不覺地那個沒有在這制度明顯了解什麼事件.