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The image you present to the world around you is often perceived by others as a reflection of the level of self-esteem. When describing others, we give them the characteristics: "he is too proud of himself", "he likes the sound of his own voice", "he looks like he is not devoid of self-control." The manifestation of interest in self-improvement, expressed in the desire to get a clear idea of ​​your own psychology or the desire to correct your self-presentation, shows that you have already reached a certain level of self-esteem, believe that you, as a person, have already to some extent taken place and have the potential for growth and improvement. To be able to present yourself well, you need to appreciate your positive aspects and understand. what are the weak points. What you may feel as a disadvantage will not necessarily be such: for example, when two shy people meet, their shyness helps them instantly feel sympathy for each other. The way we present ourselves in life is not something immediate. It is impossible to explain to others exactly what we think of them or what exactly we want; it is necessary to take into account not only the needs of other people, but also the extent to which we adhere to the norms of civilized behavior. And only by gaining full confidence in your strengths, you can bring them to the fore. You may be overweight and shy about your size. But a fat person who takes his complexion for granted, healthy and cheerful, dresses tastefully and realizes that he loves to communicate, evoking a response from others and thus honing his skills, will have a completely attractive image. By realizing your constant urge to impose your views on others, you can refuse to isolate yourself to create a more restrained appearance and learn to listen more to others, encouraging them to speak up. Or you may find it more appropriate to continue to enjoy the ability to effectively grab the attention of your audience. Your interesting tie or beautiful brooch usually elicits comments from others, and this makes it easier to start a conversation; You can regard your sense of humor as a valuable asset and start actively looking for people who, in your opinion, adhere to the same style. The self-image is subject to all sorts of influences, and the strongest is provided by parents and upbringing. The child is largely shaped by the parents, providing him with a certain view of himself. Your parents or caregivers may have underestimated your accomplishments in childhood or did not encourage you enough. If this happens, you may develop a tendency to be overly self-critical, and you may not be able to honor yourself often enough with the approving "stroking" - the praise we all need so much. It may be that you have always set incredibly high standards for yourself and have constantly failed to achieve them. And when others criticize you, you can overreact to their words. On the other hand, by setting the same high standards for other people, you yourself will be ready to criticize them a little ... Think about adjusting your standards for yourself and others to a more real level and take a tam-out by engaging in such activities, that do not require determination (go for walks, listen to music, play with children or animals).

Why do some people know how to present themselves much better than others? Why do some people quickly gain your trust and affection, while others make you feel uncomfortable? What is the relationship between how individuals see themselves and how they present their image to others?

You can improve your image presented to others only through knowing yourself. If you are poorly aware of your strengths and weaknesses, then most likely you will not be able to establish which traits need improvement. Introspection will help here.

The ability of others to present themselves in some people creates a sense of threat due to the existence of a strong connection between the individual's life story and self-presentation. For example, if you were constantly told in childhood that you are uglier than your handsome brother or sister, you may avoid thinking about your appearance. Or if your verbosity was encouraged, and as a child you often found yourself in the spotlight, it is possible that as an adult you will start talking a lot and in a loud voice happily dominating the conversation.

Knowing yourself, you should take a closer look at your shortcomings and positive features. At the same time, you may have to "lose face" a little and admit that we are all inherent in vulnerability: For some, the word "vulnerability" sounds like a curse. Such people prefer to pretend that they never knew or experienced fear that they are omnipotent and omniscient. And they show the world their aggressive deceptive image. Denying vulnerability, afraid to say “I don’t know,” or “I would like to learn,” or “There are some weaknesses behind me,” they look at the world with closed eyes. But fear for a child is one of the ways of knowing the world and developing a view of it. We learn that if we break another child's toy, we will be punished, so we are afraid to do it again. The child, whom the mother has left alone for a while, begins to get scared, loses confidence and worries that this may happen again. Early experiences of fear and insecurity have a profound effect on us as we grow up.

If you start posing as a successful person, others will react to you accordingly, and you will have to reinforce that image with your actions. Some are afraid to aim too high, realizing that success cannot be achieved without learning to suffer defeat. It is often easier to remain who you are than to accept the challenge. But only by accepting this challenge, it is possible to talk about improving the image.

Bibliographic reference

Kharitonova N.N. SELF-IMAGE // Advances in modern natural science. - 2008. - No. 6. - P. 75-76;
URL: http://natural-sciences.ru/ru/article/view?id=10112 (date accessed: 03/01/2020). We bring to your attention the journals published by the "Academy of Natural Sciences"

Types and classification of image

Introduction

A person lives in both the symbolic and the real world. There are a number of situations where we react specifically to the image, and not to reality:

This is an image-reputation that we rely on when contacting a bank or an airline. An ordinary client is not able to rely on an annual report or audit, so he forms an independent image of the desired object under the influence of the media.

This is the image of a politician. Since the voter does not have personal contacts with him, he must respond to his symbolic representation in the form of an image. In the case of voting on party lists, the voter can also rely solely on the image representation of the party and its leaders.

This is the image of the product. In the presence of many objectively identical brands, for example, washing powders, beer or cigarettes, the buyer begins to react to the symbolic differences between them, which were previously implanted into the image of the given product by specialists.

It is the image of the firm that arises as part of the intangible assets of the firm when it is sold to another person. At the same time, a significant part of the amount is paid precisely for its symbolic measurement.

The image in a concentrated form defines the essence of a person or an organization. Based on the image, we can build our relationship with this person. A simple truth follows from this: the more accurately we choose and build our image, the more effective communication will be.

Since a person lives not only in the real world, but also in the symbolic world, we can consider the image as a unit of this particular symbolic world. We actively operate with symbolic processes, in some cases without even realizing it. For example, speaking of the university as a temple of science, we perform a metaphorical transfer of one symbolic construction in the form of the word “temple” to a completely different object. Many problems of the modern world are problems that can be solved at this purely communicative level. They do not require serious material investments for their solution.

Types of images

The image has always been present, but in our time its importance is growing sharply. This can be explained by the fact that the image is a natural product of processing large amounts of information. Since we are not able to store all this volume, we begin to use tags that refer to the situations behind them. Successfully selected labels are secured. In any situation, we have such image labels.

The image is a response to the demands of the context put forward by a particular historical period.

Image is a symbolic characteristic, where form and content are present. We must know outward signs, which refer us to the meaningful characteristics of this image.

Communication, you can never be limited to the control of one thing. Only an integrated approach can help you create the right image.

The image exists because we ourselves react positively to it. It's just cultivating the right responses. And in general, the positive aspect of it is that both sides generate types of behavior in which they themselves are interested.

The image is the most effective presentation of the message, which is able to bypass the various filters available in each person. This is where the idea of ​​the image as a public or external "I" of a person arises, which quite often can differ from his internal "I". From the entire set of our characteristics, we must select those that will undoubtedly be positively evaluated by others.

The English researcher Elery Sampson speaks of the personal image as a combination of a number of external and internal factors that define the self-image, the perceived image and the required image. This typology reflects a view of the image from different positions: from the side of oneself and from the side of other people, from the side of realities and from the side of desires.

Self-image is derived from past experiences and reflects the current state of self-esteem. If you want to be respected, you must first learn to respect yourself.

The perceived image is how others see us. Naturally, this point of view may differ from the previous one. We often do not know (especially for politicians) how they really treat us, how they really respond.

The professions demanded by the images require certain and tractive characteristics. In some cases, this dispute is chewed on by the type of clothing.

As you can see, image is a complex concept. Therefore, it can be analyzed from different perspectives. Let us dwell on three possible approaches to the functional image, in which its different types of image are distinguished, based on different functioning; contextual, in which these types are found in different contexts; comparative, in which close images are compared.

The functional approach has several options: mirror, current, desired, corporate, and multiple. Let's consider them in more detail.

Mirror. This is an image inherent in our self-image. Its minus is the minimum consideration of opinions from the outside. At the same time he is the time he can determine the characteristics of leaders and organizations.

Current. This version of the image is typical for the view from the outside. It is in this area that PR finds its application, since insufficient information, misunderstanding and prejudice form the image of a politician or organization no less than actual actions. The most important task here is getting not so much a favorable, but a correct, adequate type of image.

Desired. This type of image reflects what we are striving for. It is especially important for the structures you create. Nobody knows anything about them yet, therefore it is the desired image that can act as the only possible one.

Corporate. This is the image of the organization as a whole, and not of any separate divisions or the results of its work. Here is the reputation of the organization, and its successes, and the degree of stability. This type of image is especially important for financial institutions. This area should be of interest to those who work in the field of PR.

Multiple. This version of the image is formed in the presence of a number of independent structures instead of a single corporation.

The image should be holistic, consistent, its individual features should not contradict one another. The systemic character of the image is beneficial for the image-maker, since it allows one introduced trait to evoke accompanying characteristics in the mass consciousness. At the same time, it is not necessary to set the task of winning universal love, as it often happens.

The third possible slice of the image is comparative. In this case, we compare the image characteristics of, for example, two political contenders, two companies, two products. Such a clearer classification is necessary in order to have specific goals to achieve which a PR campaign can be aimed at.

Let's add to our list of possible images and the closed image that is characteristic of many Soviet and post-Soviet leaders. It is probably interesting in that each of the consumers can enter into it those features that he himself considers the most convincing. This image, like a "black hole", is ready to accept everything. And the less information the audience has, the more serious and significant the figure of such a politician begins to look.

It is also possible to introduce the concept of a mythological image, by which we mean summing up a leader under certain myths that have formed in a given society.

The image is a reflection of the demands of mass consciousness. He, as the most effective type of message in this type of communication, is able to pass through the filters of mistrust and inattention, characteristic of the mass consciousness. The conservative nature of mass consciousness makes it possible to rely on models that have already been tested by humanity. The image operates in conditions that are not very favorable for its dissemination. For this reason, it should be structured so that an unambiguous response from the audience can be achieved. We can conclude that image is a rather complex phenomenon in which completely dissimilar factors are intertwined. And all of them must be taken into account, since the perception of a person also goes through many channels, and for each of them you need to conduct your own specific work. We also believe that the main thing for creating an image is its communicative component. The image is a tool for communicating with the mass consciousness. That is why he, as it were, exaggeratedly presents the image of a politician, giving hints to the mass consciousness, directing it to those points that are most significant for him.

The choice of the type or type of image determines the strategy and content of activities for its creation. For this purpose, typologies of the image were created. They were developed on the basis of general and special grounds for the criteria of similarity and difference. Consider these basic foundations and the corresponding typologies of the image.

image information emotion functional

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Academy of Labor and Social Relations Orenburg branch

Test

by discipline: "Imageology"

on the topic: "Image functions"

Completed: part-time student 5 course

correspondence faculty 51 "V" groups

Chechetkina Elena Igorevna

Teacher: Natalia Mazharova

Orenburg - 2014

Plan

Introduction

1. Image, its functions and formation mechanism

2. The psychological factor in the formation of the image

Conclusion

List of used literature

Introduction

In recent years, the importance of the image for the development of the world as a whole is increasing more and more. The concept of image is very broad. Image can be understood as the image of the company, the image of the product, the image of the politician, etc. The development of the science of image began with the emergence of the so-called marketing thinking.

In the world of business, the concept of image has become widespread.

Image is the idea of ​​others about the personality and activities of a person. As a rule, the concept of "image" is most often applied to a person.

Image is given attention in many areas of human activity. The most important thing is the image for politicians. The personality of most politicians is hidden from a wide audience, the basis for the formation of ideas about them is the image artificially created with the help of hired specialists and funds mass media.

Relevance this topic in the fact that recently the importance of image in business has been increasing. Competition strengthens this process. The personality of the leader plays a very important role in business. It is often the personality that is used to judge the company as a whole.

The purpose of this work is the study of the image: its component parts and the mechanism of formation, factors influencing the formation of the image, identification of the characteristic features of the image of the head, the development of practical recommendations for working on the image of the head.

In accordance with the goals, when writing the work, the following were tasks :

Study the theoretical aspects of the image;

The functions that it performs;

Factors that affect its formation (including appearance);

Psychological characteristics of each person and their influence on the formation of the image.

1. Image, its functions and formation mechanism

The word "image" comes from the English concept "representation", "image". The image in the generally accepted sense is understood as the impression made by a specific person or company, organization, on others. Usually the word "image" is applied to people.

Most of us have met the concept of "image" more than once. Most often, it means appearance, appearance. This term can be applied to a large number of objects and phenomena that are somehow perceived by people and leave their mark on their minds. These can be individuals, some social groups, organizations, consumer goods, trade marks, etc. With regard to the personality of the head of a company, this concept can be defined as follows: image is a holistic, consistent image of a leader in the minds of others, corresponding to goals, norms, values , accepted in the target group, and the expectations of the group members to the leader.

There are several key words in this definition that allow us to separate this concept from what is usually understood as image in everyday consciousness, in which the concept of style is often synonymous with image. The first of these words is "holistic". It means that the structure of a leader's image includes not only his appearance (hairstyle, clothes, accessories, etc.), but also everything on the basis of which others form their opinion about a person. This may include the leadership style, the general orientation of the leader's personality, his communication and interactive skills, manner of speech, etc.

The second keyword is "consistent". It should be understood that the visibility, or the external manifestation of the image, must correspond to the internal state of a person. Most of all, the concept of congruence is suitable for describing this side of the image, that is, the correspondence of some elements of the image to others.

The following keywords can be combined into a common block that characterizes the corporate culture of the organization. These are the terms "goals", "norms", "values" and "expectations" of the target group, which in this case is a team of subordinates. These terms take the concept of image beyond the personality of the leader and force us to look at the problem from the point of view of the organization as a whole. In its most simplified form, this means that the image of a leader, as a holistic and consistent image, must correspond to certain characteristics of the organizational culture. There are fairly rigid ideas about what kind of leader should be in an organization with one or another type of corporate culture. So, for example, for a culture of the patriarchal type, a leader is needed who would play the role of a father, a caring patron, a relationship-oriented person who deeply delves into the problems of subordinates and shows an active interest in resolving them, no matter what area it concerns. In a culture of an entrepreneurial type, the optimal image for a manager is the image of a successful businessman with the greatest number of external signs of success, such as: expensive things (car, watches, Haute Couture clothes, etc.), a large number of current affairs, meetings, meetings, negotiations, etc. etc. A similar correspondence exists for other types of organizational culture, as well as for different types of management teams. image formation factor psychological

The problem of compliance of the manager's image with the peculiarities of corporate culture most often arises in a situation of organizational changes associated with a change in the management team. However, there are situations when some of the leader's personal motives force him to raise the problem of his internal image. So, in one case, the head of a large enterprise applied for an order for the formation of an internal image in preparation for election campaign to the regional Duma. In this case, the purpose of forming the image is to increase the manager's rating by attracting votes from among the company's employees. In another order, it was necessary to create an image of the leader as a role model among subordinates. That is, in this case, the leader's image acts as a motivating factor for subordinates.

Thus, the main purpose of the formation of the image is modeling the way the manager is perceived by his subordinates, in which he organically fits into the system of expectations of his subordinates, corresponding to the established type of corporate culture.

The main function of the image is to bring the actions of the leader in line with the expectations of subordinates. This function follows from the simplest requirement that a person's actions be explained to others. That is, the more unambiguously a person's actions are interpreted, the easier it is to explain them, the greater the degree of understanding and, therefore, a positive assessment of these actions.

The image in most cases also has a motivating function. Most often, this function is implemented in entrepreneurial and participatory types of corporate culture, where the desire to be like a leader can be a good incentive for the development of subordinates.

The normative function follows from the two previous ones, and it consists in the fact that the leader sets the norms for interaction in the group (organization). If the norms are adopted by the majority of members of the organization, then this becomes a prerequisite for team building, reducing the number of conflict situations and, as a result, creating a favorable organizational climate.

The image also has functions external to the organization, such as the functions of representing and positioning the organization in the external environment.

Let us now turn to the mechanism of image formation. The formation of a leader's image can go in two ways: spontaneously (spontaneously) or purposefully. In the first case, this is a natural process that takes place without external pressure, one of the results of which is the formation of a person as an individual. The leader is the person who he really is (or who he is easiest to be). An image of this kind does not require changes if it is harmoniously combined with the characteristics of the organizational culture and the position held. Typically, this situation occurs when a person holds the post of a leader as a result of a long vertical and horizontal career in one organization (this practice is widespread in Japan, but the Japanese do not hold leading positions until sixty years).

The second way involves active formation, which is necessary if:

The leader is "alien" in relation to the organization (in the case of anti-crisis management);

The manager does not have much management experience;

There are conflict points in the personnel management system;

The size of the organization is so large that employees cannot form an adequate idea of ​​the activities of the manager and his personality (and this leads to a decrease in labor motivation);

There are external reasons for creating an image of the manager as a kind of analogue of the "trade mark" of the enterprise.

Here, the creation of an image is associated with putting on: a certain mask, and success in this case is due to two main factors: how correctly the mask is chosen, and how close it is to the personality of the leader himself. The correct choice of the mask depends on how much the image will correspond to the type of corporate culture and, therefore, how effective it will be. The second factor affects the speed and ease of the image formation process, and is also a prerequisite for the harmonious embedding of the mask into the structure of the leader's personality.

The process of artificial formation of the image is most often associated with the conduct of special events and procedures for individual and organizational work and requires a thorough analysis of the internal conditions of the organization's life.

Clothes and hairstyle play a very significant role in creating an image. Each person, as if imitating the producers of goods, seeks to "present" himself in a certain "package" in order to draw attention to himself, to his inner world and abilities. It is known that appearance is deliberately paid more attention to than other components of the image. Fashion, the cosmetics and health industries provide a wealth of information and offer a colossal variety of products and services that help improve your appearance. Magazines and newspapers are full of advice on clothing and hair, cosmetics, and more.

An observant person can draw a conclusion about their inner image, personal values, and even subconscious decisions based on their clothes and hairstyle.

Most people these days understand how important looks are. Contrary to pre-existing beliefs, intelligence, ability, and good looks are compatible with each other. Many people are so busy with their family and work that they don't have time to take care of their appearance. They are encouraged to use a utilitarian approach, which is to evaluate the value of appearance in terms of importance in a particular situation. Having formed the basic principles and developed certain habits, it will be possible for these people to pay attention to other things as well. If you take some time to think about what suits you best, you won't need to spend a lot of time to achieve the desired result. Appearance should be considered as a necessary mechanism to achieve your goals.

It is necessary to appear at work every day well-dressed and well-combed and follow the sequence in this. Here is what Philip Davis writes about this in the book "Build Yourself an Image": "For example, you look good for three or four days in a row, and then you come to work unkempt. in other relationships, they may find you unreliable.It often happens that on the very day when you have not cleaned your shoes or the day before postponed a visit to the hairdresser, the boss will call you "for a conversation" or have to dine with an important client. We often spend a lot of time buying an outfit that we wear once a week and forget to comb our hair every day.

2 . Psychologicalimage formation factor

Extroverts and introverts. The image is influenced by the ratio of extraversion and introversion in a person. There are no "pure" extroverts or introverts. The personality of most people is a mixture of these tendencies with the dominance of one of them.

Extroverts face external reality. They like to be in a company, communicate with others a lot, they prefer action to contemplation, they strive to please others and adapt to them. The extrovert's self-image often implies a high regard for his "knowledge of people."

Introverts have a strong inner reality. They take great pleasure in spending time alone, indulging in reflections, during which they form opinions and set certain tasks for themselves. The self-image of an introvert presupposes recognition by others of his "independent ideas."

Thus, extroverts in general have a stronger need for belonging and identification with others, while introverts are more eager to defend independence. Extroverts often dispense with introspection easily and feel uncomfortable if they have to spend most of their time alone. Introverts avoid situations such as public speaking and are uncomfortable if they have to interact a lot with other people. The different motivations of extroverts and introverts when interacting with others are the reason for the differences in the methods they use in the process of interaction.

An extrovert, in his quest to stimulate others in order to achieve their reaction and achieve greater involvement, often resorts to the following methods:

Uses expressive, expansive body language;

Wears brightly colored clothing that provokes reactions from others;

Takes a friendly look in order to please others;

Speaks a lot, trying to attract the attention of other people, or, on the contrary, is afraid to speak out for fear of incurring their disapproval;

Speaks a lot and excitedly in order to continuously stimulate others, pays a lot of attention to them, uses facial expressions intensively, asks others a lot of questions in order to evoke a sense of belonging in them;

Telling about events, dramatizes their description;

Fills its surroundings with a host of stimulating trinkets and artifacts, gives the environment a "friendly" look by decorating it with plants and flowers and hanging portraits of family and friends.

An introvert prefers to avoid stimulation by thinking about his own ideas. He expresses his desire for individuality in the following ways:

Uses restrained body language, does not seek stimulation from other people, does not use body language to dramatize the story;

Wears clothing that does not provoke an active reaction from others, calm colors and simple cut. Its appearance can express indifference to the opinions of others or emphasize exclusivity and thus reflect the desire to achieve the admiration of a select few;

Doesn't see a special need for conversations, since the need for involvement with others is not a priority; if he speaks a lot, then only to express his ideas;

Speaks calmly, giving himself time to think, carefully chooses words;

Expresses thoughtful views and opinions, does not seek to provoke a reaction from others;

Interested in ideas rather than feelings;

Indifferent to the environment, not embarrassed by the messy work environment, or chooses a minimalist environment free from over-stimulation from outside.

Each person creates his own version of reality. In order to succeed in interacting with other people (which, in fact, every leader should strive for), one should take into account that the realities of others can be very different from their own. If the leader is an extrovert, he may try to deepen the meaning of his "inner reality" by taking time for quiet, thoughtful solitary activities. An introvert, on the other hand, can engage in improving skills in knowing people - focusing on the outside world and becoming involved with other people.

Temperament. One of the theories of temperament associates its types with the activity of the central nervous system... The teachings of I.P. Pavlova on the influence of the central nervous system on the dynamic features of behavior identifies three main properties of the nervous system - strength, balance, mobility of excitatory and inhibitory processes and four main typical combinations of them in the form of four types of higher nervous activity:

Strong, balanced, agile;

Strong, balanced, inert;

Strong, unbalanced;

The first type corresponds to the temperament of a sanguine person, the second is phlegmatic, the third is choleric, and the fourth is melancholic.

Below is a description of various temperaments, both with household and purely scientific points vision.

Each main type of temperament has an individual and personal focus. The main temperament of a person throughout life remains unchanged, but circumstances can influence its formation.

The diagrams show the main of the possible ways of forming temperament. Psychologists have proven that for each temperament, two main subspecies can be formed, which, in turn, can pass from one to another during a person's life.

A sanguine person is an active, cheerful person, adapting to an instantly changing environment. They sometimes say about such people: "He will crawl through the eye of a needle." The sanguine person is full of initiative, constantly efficient, energetic, but does not like monotonous work. It is not recommended to entrust a sanguine person with routine work. He quickly learns new requirements and quickly gets in touch with strangers... Thus, it is mastered in any temporary team. Easily gains and changes experience. The disadvantage of a sanguine person can be considered some inconsistency in activity. Mood, interests and aspirations are changeable.

Choleric is a person with unpredictable emotional manifestations, easily runs into conflict. A choleric person cannot perform work that requires endurance. He is not characterized by deep thinking about the decision and a thorough attitude to the case, Choleric is faster than others in a changing environment, resourceful in disputes and discussions. It quickly adapts to new conditions. The choleric's monotonous work is annoying. The most suitable field of activity for a choleric person is marketing. Physically and psychologically, the choleric person quickly gets tired, does not like to control his work.

Melancholic - very sensitive, shy and bashful, can be offended "over trifles" (from the point of view of representatives of other temperaments). Prone to frequent mood swings. Avoids contact with others, withdrawn, taciturn. Performance is subject to mood swings. The melancholic is most useful when doing routine, routine work. It is preferable for him individual character work.

A phlegmatic person is a serious person, always evenly and calmly disposed. In a stable environment, he is very productive and feels useful to the community. It slowly gets used to the changing environment and new people. Constantly, regardless of the circumstances, he remains calm, extremely persistent. A phlegmatic person is most suitable for work that requires prolonged stress. "Emergency" works do not suit a phlegmatic person, and he tries to avoid them. The phlegmatic person is patient and hardy (he can endure the inconvenience of business trips and mastered work areas). His movements and speech are slow, he is not too resourceful, but very executive. Attention concentrates and switches slowly. It is difficult for a phlegmatic person to change old habits and habits, it is difficult for him to come into contact with new people, the reaction to new impressions is slower than that of representatives of other temperaments. In a normal state, he does not like to show emotions, but if the phlegmatic is unbalanced, he can act assertive and aggressive.

In their pure form, temperaments are rare, they are often mixed, but show a certain tendency.

Temperament plays a significant role in the formation of the image of a person in general and a leader in particular. A person can become a leader, regardless of natural temperament, if he learns to recognize the strengths and weaknesses, determined by temperament, and correctly use their advantages and disadvantages.

To create the image of a leader, representatives of different temperaments have to make different efforts. Perhaps the most effort should be made by the representative of the melancholic temperament. However, it is these people who rarely strive to be leaders. The most favorable basis for the formation of a leader's image is a sanguine temperament. But its owners also need additional efforts to create their image.

The temperament cannot be changed, but you can mask the weaknesses and emphasize the strengths of the personality. V different types activities, the same sides of the personality can act both as strengths and as weaknesses. It is important to choose the right profession, field of activity. Most people do right choice intuitively, guided by natural inclinations. If these tendencies are not pronounced enough, and a person experiences difficulties in choosing a field of activity, it is advisable for him to use the help of a psychologist. The owner of each of the temperaments can be useful in his workplace if, when choosing him, he took into account his advantages and disadvantages. Although a leader should always be a leader, the areas in which leadership is exercised can differ significantly from each other. For example, a choleric person can successfully manage the marketing department if he competently forms a team, which will include a competent analyst, by temperament, for example, a phlegmatic person. Such an analyst will be able to control the work of a choleric leader as well, thereby helping him to avoid mistakes arising from his excessive impulsivity. The phlegmatic leader can successfully manage the scientific department, where he will be in his place. He can entrust the immediate adoption of operational decisions on any issues to a more suitable employee in temperament.

Conclusion

The considered aspects of the formation of the manager's image are acquiring more and more importance over time. With the growth of the private sector in the economy in recent years, the head of a firm or enterprise is beginning to play an increasingly important role. He needs to solve the problems arising in connection with the implementation of his functions on a daily basis, while the ability to competently communicate with people, inspire confidence, and convince plays an important role. This is where the image plays its role. Not only his personal success, but also the success of the enterprise as a whole depends on what opinion is formed about the leader.

Modern leaders should pay great attention to creating their image, for this it is necessary to know not only the main components of the image, and the ways of their formation, but also to be able to use psychological and behavioral techniques in practice.

List of used literature

1. Kovalchuk A.S. Fundamentals of imageology and business communication [Text]: textbook. manual for university students. - 3rd ed., Add. and revised - Rostov-on-Don: Phoenix, 2004 .-- 252 p.

2. Panasyuk A.Yu. I am your image maker and I am ready to help you form your professional image. - M .: Delo, 2004 .-- 238 p.

3. Shepel V.M. Imageology: secrets of personal charm. - Rostov n / a: Phoenix, 2005 .-- 472 p.

4.http: //imagelogy.blogspot.ru/2013/08/blog-post_18.html.

5.http: //www.rb.ru/inform/82387.html.

6.http: //biznes-style.ru/personalnyj-imidzh/funkcii-imidzha.html.

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One of the aspects of perception and evaluation of an organization is the impression that it produces, its image (image). Here are some definitions that can give an idea of ​​the subject of the topic:

Image- this is artificial imitation or the presentation of the external form of an object and, especially, a person (Webster's Explanatory Dictionary). Image is a mental representation of a person, product or institution, purposefully formed in the mass consciousness with the help of publicity, advertising or propaganda.

Image Is an impression made by a person, company or institution on one or more groups of the public. It is not a drawing, not a tracing paper, not worked out in the smallest detail, an accurate image, but rather a few details that have an emotional impact. (King)

The concept of reputation is very close to the concept of image. It is not always easy to determine where we are dealing with reputation and where we are talking about image. The purpose of the image is to create and maintain the necessary impression of the company, product, personality among clients and other target audience. Image is an appearance, a facade, a "sign". This is a business seen through the eyes of a client. Image is the impression people remember when they think of you. A key definition that can be used in conjunction with an image is image.

One of the definitions of the concept " reputation"means this concept so - it is a set of opinions about the merits and demerits of the company. This is a business seen through the eyes of colleagues who are difficult to deceive or mislead. Hence, the reputation of the company may not correspond to its image. Image is an image created for the public, but reputation is born among professionals. Image and reputation relate to each other as form and content.

The tasks of image and reputation are similar. They are to help the company successfully sell products or services, attract reliable partners, provide protection from competitors, facilitate the introduction of new products or services to the market, etc. The buyer is ready to pay more for the products of companies with a stable reputation (or a well-formed image), although it is possible to buy the same quality product cheaper from a lesser known company - this is already a rule.

In Western companies nowadays the concept of "image" is used less often. What becomes more important is what the campaigns actually do, rather than what and how they say about themselves. The term "reputation" has become one of the most important in the vocabulary of PR specialists. Professionals often substitute them for the marketing concept of "branding".

First of all, banks and insurance companies are concerned about reputation, and manufacturers are somewhat insufficient. There is another problem: managers want to manage their reputation, but do not know how to do it.

The mechanism for forming a reputation is rather complicated and not well understood. It is known that efforts to form image and reputation constantly intersect. There are observations that the success of a company in the market is largely determined by the activities to create an image (external attributes, image advertising, promotion campaigns, etc.), and participation in the professional community is a work for reputation.

What are the main components in the process of forming a reputation should be considered:

Attitude towards customers (relationship with customers);

Company policy (ethical norms and rules);

Positioning of the company in the market (external attributes, participation in the professional community);

The psychological climate in the team (the presence of trust, satisfaction and the degree of participation in the affairs of the company):

Practice in the market (history of the company and its business experience);

Financial stability, size and dynamics of the company's development;

Participation in socially significant events (charity, sponsorship);

Intellectual and scientific potential.

It is difficult for non-professionals to understand a large number of psychological theories and methods of building an image. The task of PR-men is to use the help of psychologists in order to make the right choice. V Everyday life people often behave stereotyped, in accordance with the prevailing stereotypes. The latter help to quickly navigate in those life circumstances that do not require special mental analytical efforts. The theory of image is based on several concepts from the psychology of a general theoretical plan, such as stereotype, attitudes, mass consciousness, etc.

Social stereotypes represent the basic thinking material on which to build mass consciousness... Thinking can be thought of as simple reactions to external stimuli played by stereotypes- persistent, emotionally colored, simplified models of objective reality, causing a person to feel sympathy or antipathy for the phenomenon. The stereotyping of the thinking process is associated with the attitude that is formed in the process of the previous practice of people. Under setting imply the readiness to perceive a phenomenon or object in a certain way, in a certain light, based on the previous experience of perception.

The stereotype combines two interacting principles - knowledge and attitude... For the social stereotype, the relation is predominant - emotionally colored evaluative education. At the same time, it is important what content is hidden behind the stereotype. If the features of real phenomena are insignificant and superficial, then the created stereotype ( image) is far from life.

And vice versa, if the connections and features of real phenomena captured by the stereotype are essential and defining, in this case it approaches the true one. This stereotype develops slowly, is formed with the participation of the apparatus of logical thinking, based on real experience. A true stereotype serves as a solid foundation for a person's conscious attitude to various kinds of phenomena and processes.

Public relations specialists approach the analysis of the components of the image pragmatically, guided by the needs of their profession. This is necessary to create images, shape them, and then advertise.

The concept of image is viewed by corporations primarily in terms of how it is perceived by people in a social sense, as an influential subject of society, and not just as an organization that produces goods and services. A corporation needs an image so that people understand and evaluate its role in the economic, political and social life of a particular locality or country as a whole.

It must be admitted that the image of modern domestic entrepreneurs evokes mostly negative associations among the population. But our country is no exception. American researcher S. Cutlip reports that in the 60-70s. in the United States, about 60% of Americans showed a low level of respect for business. The reason for this is that half of the information about the business in the media was related to illegal activities of its representatives, and two-thirds of business leaders in television entertainment programs were portrayed as greedy, narrow-minded people who conduct their business in a criminal way.

By creating an image of the corporation, PR-men strive to root the idea of ​​social responsibility, the importance of business in the mass consciousness, to instill in people a feeling, if not an owner, then at least a feeling of involvement in big business in the sense of realizing its necessity in the life of every person.

The corporate image is needed in order to influence the feelings of people. The image of an organization means its generalized portrait, which will be created in the representation of various groups of the public on the basis of what it claims and, especially, what it does.

The corporate image must accommodate four components:

─ product image;

─ managerial and financial image;

─ public image;

─ image of the corporation as an employer.

From point of view management approach the corporate image should be built on three pillars:

1. The corporation should be presented as a kind of "person". In this case, her outward signs- modernity of premises, equipment, communication style within the corporation, etc.

2. A corporation needs to have its own " reputation», To show what she is already known for.

3. A corporation needs to show its " character»(Essence) what her business really is. Advertising of its own character should not be created by the corporation itself, but mainly by the "third party".

It is very important to ensure that the entire framework of the corporation's image is being built simultaneously, in a coordinated manner and in strict interaction of all its components.

Common signs image that actually add up in practice. (D. Burstin):

─ the image must be planned comprehensively to make a certain impression with a brand name, trade mark and product grade;

─ “corporate image” should be believable, reliable... The image must be identified with a specific corporation or person. The best way to believability - restrained statements, some understatement, suppression;

─ it should be passive... At first, the image is a semblance of a corporation, and then the corporation becomes a semblance of an image. The image-creating organization tends to become like the image rather than make the image its own likeness. Consumers (potential customers) must also match the image. All of these relationships are inherently passive;

─ The image should be vivid and specific. It works best if, appealing to feelings, is quickly perceived, when brightly highlights the characteristic features of the corporation;

─ The corporate image should be simplified. To avoid unwanted effects, it should be simpler than the object it represents. The most effective image is simple and quickly remembered;

─ despite the concreteness, the image should be somewhat vague and hover somewhere between feelings and reason, between expectations and reality.

The image can be proclaimed, expected and real. The image must find its own existence, become a separate value and be used at every opportunity.

The perception of an organization's image by external groups in the public is greatly influenced by its own employees. There is a problem here - differences of opinion among employees of the organization who are at different levels of the staffing table: managers and subordinates, administrative and production personnel, engineering and technical workers and workers, etc. The way of interaction of these different people, forms of communication between them, methods, with by which management finds a common language with subordinates, create an appropriate atmosphere that affects the behavior of employees in relationships with each other and people outside the organization. All of these together affect how the organization is perceived.

Intra-organizational public groups are very sensitive to how the organization is being presented to the outside public. Employees are perceived by others as authorities when it comes to the problems of the organization. In such cases, people are interested in the opinion of employees of the enterprise, they are trusted only because they work there, which means that everyone should know.

Taking into account this fact, the members of the organization need to be properly prepared, to strengthen in them a sense of belonging to the affairs of the organization.

The attitude of the employees accurately reflects the image of the organization. Thus, employees who are indifferent to her ideal can continue to work for the sake of earning money, but they will never take a single step on their own initiative. In order for employees to respond appropriately to the image of the organization, it is necessary for them define, to spread and make it clear.

For this, a number of methods are proposed to determine the measure of conformity or non-conformity of the declared, expected and real image of the organization. G. Levinson (USA) recommends to consistently find out:

What the organization does in terms of evaluating the products it produces, the services it offers, and how it treats its employees (as “a commodity that is bought and used” or as “capable and mature people”).

What does the organization say in the process of communicating with employees (“does it persuade them, convince” or “attracts them to solving common problems”) and clients (“does it confuse them by promising more than it can give”, or “deceiving with the help of attractive packaging ").

How people want to see the organization.

G. Levinson argues that the perception of any organization is a mixture of what it does and what it should be in the opinion of people. If these two things coincide, then the image of the organization is harmonious.

The most reliable way to find out exactly what different groups within the organization think about the organization is scientific (sociological) research... An easier way is to ask some informal questions:

1. If the organization has an image, does it act in accordance with it?

2. If the organization has an image, can its employees act in accordance with it? Or low wage and other factors make this impossible?

3. If it is necessary to change the image, are employees involved in this by participating in the management of the organization?

4. If the company does not have a clear image, does this cause your concerns, limited identification and inconsistencies in ratings?

The specific image of the organization must be constantly changing, refined, especially with the development of economic, technological, social and demographic processes. Each organization is required to redefine its image under the following circumstances:

─ When the perception of the company does not correspond to the real state of things.

─ When a new competitor, its qualitatively new products, a change in the “rules of the game” or a new competitor's image require the company to clarify the directions of counteraction to the current situation.

─ When a competitor hesitates with a clearly defined and effective presentation of his new product (the opportunity to get ahead of him).

Advertising of the organization's image must be continuous. If publicity is weakened, a company can very quickly experience losses from a decline in public acceptance and a shrinking market.

Traditional public relations (or non-commercial) advertising continues to be widely used today. Such image advertising is distributed by organizations mainly in the following cases:

1. Merge or separation.

2. Personnel changes... Show that the organization values ​​its people and is proud of them, which helps to unite the employees of the organization itself around such an image.

3. Organization resource message testify to her serious intentions, and this is already a value that should be advertised.

4. Informing about production facilities and services... The organization's ability to deliver quality products on time is highly valued by customers. The credibility of an organization is a trait that strengthens its image.

5. Growth history communication... With a growing, growing firm, people want to do business, they want to work for it.

6. Focus on financial strength and stability... Image advertising that emphasizes financial strength builds trust and attracts clients and investors to the organization.

7. Company plans message.

8. Organization name change... With constant repetition, people will learn about the new name and new image of the company.

9. Brand protection.

10. Emergencies.

It should be clear. If the content of the advertisement and its motives are confused, people simply will not understand it, no matter how well conceived and executed it may be.

She must convince.

She must appeal to beliefs. Any advertising, and especially PR advertising, should focus on what the public wants, rather than focus on what the organization needs.

She must be honest. If an organization wants to be believed, advertising must be frank and sincere, free from any attempt to mislead people.

It must contain humor. Humor disarms a skeptical public; by causing a slight grin, it is easier to persuade the public to a certain point of view.

The narrowest interpretation of a personal image is to be well dressed. Personal image should take into account the social and material status, the country, the area in which you live, the characteristics of the organization where you work and many other components of the huge context in which each of us has his own special place. So that the image is not too schematic and stereotyped, it is necessary to add to these components a set voice, the ability to hold on, speak in front of the public and conduct a dialogue .

In shaping the image of a product, it is important:

1. Find out how the product is perceived by the population.

2. Develop separate information programs to change the image in the right direction for different target groups.

In creating the image of a corporation, it is worth adhering to a certain sequence of actions:

1. Definition of corporate philosophy.

Corporate philosophy - a complete, detailed, detailed statement of moral, ethical and business standards, principles, credo, which are guided by the company's employees or project participants. Corporate philosophy does not pursue advertising goals, but performs the function of an internal organizing principle, formalized as a kind of social contract, voluntarily concluded by people involved in it. It also plays the role of a litmus test, an indicator that allows you to check the accuracy of the sound of all company messages.

2. Drawing up a story-legend.

History gives solidity, solidity, reliability; promotes verbal and then internal tangibility of the firm or project, makes them more understandable, facilitates dialogue between the firm and consumers. If there is no story, you need to come up with a legend . Its main criterion is likelihood. Legend- this is not necessarily a fiction, it can represent real events presented in a certain way. The legendary story may not be associated with the firm itself, but with its founder or one of the leaders.

3. the visual image of the company.

In order to stimulate and reinforce a favorable attitude towards a firm, it is very useful to give it a visual image, for example, of a home. The presence of a "home" is an indirect guarantee of the stability and reliability of a company or project. The concept of "house" is not necessarily a building, it can be expanded to the scale of a city, country, planet.

4. The image of the staff.

The staff of the company or other people involved in the project are the main subjects-builders and carriers of the image, therefore it is important how they look, communicate with each other and with clients, and appear on television. The section dedicated to the image of personnel should take into account: the structure of intra-company communications, the training system, the principles of relationships between superiors and subordinates, career ladder, common holidays, etc. The main goal is to ensure that everyone feels that they belong to the single world of the company, are supporters of its ideas and values. It is also important that the residents of the corporate world speak the same language with their target groups.

To solve these problems, they develop corporate codes. Their main provisions:

1. Priority of internal communications over external ones.

2. Consistency and regularity of communication, communication of both good and bad news.

3. Sincerity of communication.

4. Clarity.

5. Friendly tone.

6. A sense of humor that helps defuse a serious work environment.

7. Innovation.

You can add an image to real persons serving in the campaign fictional characters which will also "work" for the image of the organization. Examples - a cowboy from the country of Marlborough, housewife Aunt Asya make the company, project, product more lively and understandable.

5. The world, development of relations with society. Friends and foes.

The main task of the creators of the corporate image is to continuously and significantly expand the number of friends and increase the scale of the corporate "home". To do this, it is necessary to conduct numerous image campaigns outside its borders, which, on the one hand, would be linked to the principles of the company, and on the other, would increase the number of supporters of these principles.

In conclusion: it is important that words, signs, symbols are firmly attached to the concept of the corporate world, and not exist separately from each other, obeying the imagination of their creators, then it is possible to succeed in building an image even with the help of a limited number of formal techniques.

TEST

Discipline: Public Relations

Topic: "Image of the organization and its leader"

4.1. The concept of an organization's image. fourteen

4.2. Mechanisms for the formation of an organization's image. 17

In recent years, the importance of the image for the development of the world as a whole is increasing more and more. The concept of image is very broad. Image can be understood as the image of the company, the image of the product, the image of the politician, etc. The development of the science of image began with the emergence of the so-called marketing thinking.

The concept of image is closely related to the concept of sales. Any action arising from the interaction of people, in one way or another, is associated with a sale, direct or indirect. People strive to please each other in order to be useful to each other in the future. The only exceptions in this case are close friends and family. Everyone else communicates, sometimes even unconsciously, in order to get some benefit for themselves. Therefore, the concept of image has become widespread in the business world. Image is the idea of ​​others about the personality and activities of a person. As a rule, the concept of "image" is most often applied to a person.

The personality of the leader plays a very important role in business. It is often the personality that is used to judge the company as a whole. Therefore, the problem of image formation is becoming more and more urgent for managers.

The main problem facing the leader is the problem of building relationships with the subordinate team and higher management. These relationships should be built in such a way as to facilitate the establishment of effective work of the entire team, the achievement of the goals set for the organization as a whole.

The word "image" comes from the English concept "representation", "image". The image in the generally accepted sense is understood as the impression made by a specific person or company, organization, on others. Usually the word "image" is applied to people.

The origin of the concept "image" very accurately characterizes its meaning: the image is not what a person really is, not the totality of his personal characteristics, but the image that is created in relation to this person by the people around him, or people who create the impression of him through the media. Often, a person's image is very different from the personality itself.

In recent decades, the issue of image formation has become very important. A person's influence on most of the environment is carried out precisely through the image, therefore, the correct choice of image is the key to the success of many events. The problem of creating an image for politicians, representatives of show business, people of creative professions is especially important. But these people are engaged in the creation of the image traditionally. Recently, society has realized that the formation of the image is also important for representatives of other professions and social groups. The importance of image in business has increased. There are many agencies in the world that specialize in image creation. In Russia, this business is just beginning to take shape.

People, like the media, approach the assessment of society from the point of view of the image. With the help of the image, a person shows what place in society he assigns to himself. For example, a woman entrepreneur may, in various situations, present herself as a feminist, an entrepreneur, and a working mother, and use these labels in order to get a better sense of where she is in society.

The image presented by a person to the world around him is often perceived by other people as a reflection of his level of self-esteem. The manifestation of interest in self-improvement, expressed in the desire to get a clear idea of ​​one's own psychology or the desire to correct one's self-presentation, shows that a person has reached a certain level of self-esteem, has taken place as a person and has the potential for growth and improvement.

The ability to present yourself includes the ability to appreciate your positive aspects and understand what the weaknesses are. What a particular person may feel as a disadvantage is not necessarily the same for others. For example, if two shy people meet, their shyness helps them to feel sympathy for each other. A person can be overweight and shy about their size. But a complete person who takes his complexes for granted, healthy and cheerful, dresses tastefully and realizes that he loves to communicate, can have a completely attractive image.

The self-image is subject to all sorts of influences, and the most powerful influence on it is provided by parents and upbringing. The child is largely shaped by the parents, providing him with a certain view of himself. If a person is not encouraged enough by parents and caregivers as a child, he may develop a tendency to be overly self-critical. Such a person will set too high standards of behavior for himself and for others and will be upset because of the impossibility of achieving them.

Another factor influencing the formation of a person's self-image is life experience. Many people, having just once experienced an unpleasant experience when speaking in front of an audience, consider themselves completely unsuitable for public speaking. Disapproving remarks from others only strengthen them in this opinion. If from day to day a person learns from his own experience and from the reaction of others that he is not appreciated, then self-esteem may be too difficult for him. A counterbalance to this can only be a sufficient supply of self-respect and awareness of their achievements.

If self-esteem is too low, improving the "external" image will have only a limited effect. In this case, the problem should be solved with the help of a professional consultant, psychotherapist or psychoanalyst.

Self-esteem can be improved by working on the overall image of the person. For example, if a person has learned to overcome their nervousness while performing in public, others will notice their confidence and begin to react accordingly. The audience will look forward to hearing what he has to say next. If a person cares about his appearance, others conclude that he respects and values ​​himself as an individual, and therefore is able to value others.

Individuality can be expressed:

· External appearance. By clothes of a defiant character and an unusual haircut, a person is isolated from others, especially if at work he is engaged in any traditional business.

· Posture and body language. In a situation where a person is at odds with others, body language (facial expressions, gestures, posture), he can show that he thinks differently than the rest of the group.

· Language. To establish superiority over others, some introduce complex language constructs into speech.

· Accessories. Diamond pendants, hand-painted scarves, antique pocket watches and other trinkets reflect success and demonstrate the level of social and financial standing.

· Your environment. Individuality is sometimes expressed through interesting artwork, unusual furniture, etc.

Clothes and hairstyle play a very significant role in creating an image. Each person, as if imitating the producers of goods, seeks to "present" himself in a certain "package" in order to draw attention to himself, to his inner world and abilities. It is known that appearance is deliberately paid more attention to than other components of the image. Fashion, the cosmetics and health industries provide a wealth of information and offer a colossal variety of products and services that help improve your appearance. Magazines and newspapers are full of advice on clothing and hair, cosmetics, and more. An observant person can draw a conclusion about their inner image, personal values, and even subconscious decisions based on their clothes and hairstyle.

Most people these days understand how important looks are. Contrary to pre-existing beliefs, intelligence, ability, and good looks are compatible with each other. Some people tend to think "I'm too busy to pay attention to my appearance" or "Caring for my appearance threatens my masculinity." But a critical observer would rather think of them as "He looks sloppy" or even "He does not respect himself", "This person offends the feelings of those present with inappropriate clothing." If a person has a well-groomed appearance, that is, he is cleanly washed, his hair is neatly trimmed, the skin is clean, and his hands and teeth look attractive, then he seems to radiate positive self-esteem.

Self-care is a habit, and in order for the habit to take hold, it must be repeated many times. It is necessary to appear at work every day well-dressed and well-combed and follow the sequence in this.

Hair. The hairstyle can make the image both harder and softer. Many image consultants find that men in leadership positions look their best when they are clean-shaven. The mustache and beard obscure a large part of the face and make it difficult to read from it. A mustache is usually in a military style, and a beard is perceived as a sign of rude masculinity or a desire to stand out. For beards and mustaches to look good, they need to be brushed and trimmed regularly.

Leather. Typically, women have softer and thinner skin than men and therefore require more nutrition and protection. Both men and women need to regularly cleanse and moisturize their skin, especially after exposure to sun or water. Leading cosmetic companies now offer a complete range of skin care products for men. While many people enjoy having tanned skin, it has recently begun to be recognized that exposure sun rays ages. Some sunscreen products, especially for the face, can be used daily, including under makeup. Tanned people look healthier. But this can also be achieved by using special creams, with which you can quickly improve the complexion and give it a beautiful bronze tint. When filming on television and photographing, skin shine can be prevented by using a special cream.

Teeth. A beautiful smile is one of the important components of an image. Bad teeth can make you feel uncomfortable when you smile or just talk. Some people purposely speak, not opening their mouths completely so that the interlocutor cannot see their teeth. If necessary, you should spend money on putting your teeth in order. It can turn out to be quite a lot of money, but the effect obtained from the appearance of beautiful and healthy teeth, there will be even more. Most of the population, in addition, cannot afford these procedures due to the rather high prices. However, a leader is by definition not poor and must spend a portion of his income on dental care. Bad teeth are considered one of the signs by which Russians are recognized abroad. Leaders should strive to change this situation.

clothing... The desire to increase or decrease the influence on people determines how a person dresses. Extroverts prefer fancy outfits, while introverts prefer sophisticated outfits. The former prefer bright colors, while the latter prefer cold ones. Extroverts love a lot of jewelry, scarves and ruffles, while introverts are simple and modest. Even for those who pay little attention to clothing, the latter distinction is important. Some people dress specifically in such a way as to shock the audience and provoke a backlash. Others blend in so much with the crowd that their appearance is hard to remember. Three main elements help to realize the opportunity to express yourself in clothes: cut, color.

Fit. For work that often involves meetings and gatherings, tailored suits are best. Business suit with sharp geometric shapes - domineering and severity. A business person should avoid clothes with a lot of details - pockets, locks, complex collars, shiny buttons. Such clothes distract attention from the person himself, from what he says.

Colors. Clothing in neutral tones is the most versatile. Brightly colored clothing can be overwhelming, especially if they have pale skin. In addition, bright clothes distract attention from the person himself, which is unacceptable for a leader. Dark neutrals make a person more significant, while warm neutrals such as beige and light brown give the impression of being more accessible. The most important color is the one closest to the face. Shirts, blouses, ties should be of such shades that suit the complexion and decorate it. The correct use of color in clothing makes a person's appearance dynamic and confident.

Relevance... The domineering or "power" style of dress is very popular and widely copied nowadays. Many more questions arise with the so-called "accessible" style. A strict navy blue suit of a company director will look great at a board meeting, but can create distance when negotiating with union leaders. For such a situation, a less strict gray suit or even just trousers and a sports jacket are more suitable: these clothes will help to create a relaxed atmosphere. If a woman manager has to reprimand her subordinates who work in a very tense situation, it is better for her to wear a blue or green knitted suit instead of a strict black suit - this will give her a more understanding look. In an effort to get a promotion, a manager should dress like that to do the job in a higher position. At the same time, the higher authorities have more chances to represent this leader in this position.

There is a close relationship and interdependence between mind and body. An important factor that has a significant impact on self-esteem is having a good bodily image. A good bodily image does not necessarily imply a developed, “good” body. It means there is a balance between the brain and body. The bodily image can be inconspicuous even with ideal body shapes from the point of view of fashion requirements. Even athletes and dancers can have body image problems. When the body becomes a means of earning a living, a means of asserting superiority over others, requiring severe control, the balance between body and brain can be disrupted. The brain can become obsessed with an obsession to try to bring the body to the limit of its physical capabilities, to give it ideal proportions, for which it is constantly exhausting it with a strict diet and exercise. For some, the "discord" between the body and the brain leads to a denial of feelings to the brain and their expression through the body. Physical skills can become the outward manifestation of internal inconsistencies.

Being too critical of your own body can affect your image as a whole. On the contrary, a positive bodily image, acceptance of one's body as it is, can play a positive role in shaping the overall image. The image can be improved by:

Posture and body language. Poses and body language can help you appear larger or smaller, or even hide problematic body parts (for example, sitting with your arms crossed on your stomach).

Appearance. With a balanced perception of the body image, a person can dress in such a way as to emphasize the strengths and gloss over the weaknesses.

The image is influenced by the ratio of extraversion and introversion in a person. There are no “pure” extroverts or introverts. The personality of most people is a mixture of these tendencies with the dominance of one of them.

Extroverts face external reality. They like to be in a company, communicate with others a lot, they prefer action to contemplation, they strive to please others and adapt to them. The self-image of an extrovert often implies a high regard for his "knowledge of people."

Introverts have a strong inner reality. They take great pleasure in spending time alone, indulging in reflections, during which they form opinions and set certain tasks for themselves. The self-image of an introvert presupposes recognition by others of his "independent ideas."

Thus, extroverts in general have a stronger need for belonging and identification with others, while introverts are more eager to defend independence. Extroverts often dispense with introspection easily and feel uncomfortable if they have to spend most of their time alone. Introverts avoid situations such as public speaking and are uncomfortable if they have to interact a lot with other people. The different motivations of extroverts and introverts when interacting with others are the reason for the differences in the methods they use in the process of interaction.

An extrovert, in his quest to stimulate others in order to achieve their reaction and achieve greater involvement, often resorts to the following methods:

Uses expressive, expansive body language;

Wears brightly colored clothing that provokes reactions from others;

Takes a friendly look in order to please others;

Speaks a lot, trying to attract the attention of other people, or, on the contrary, is afraid to speak out for fear of incurring their disapproval;

Speaks a lot and excitedly in order to continuously stimulate others, pays a lot of attention to them, uses facial expressions intensively, asks others a lot of questions in order to evoke a sense of belonging in them;

Telling about events, dramatizes their description;

Fills its surroundings with a host of stimulating trinkets and artifacts, giving the environment a "friendly" look by decorating it with plants and flowers and hanging portraits of family and friends.

An introvert prefers to avoid stimulation by thinking about his own ideas. He expresses his desire for individuality in the following ways:

Uses restrained body language, does not seek stimulation from other people, does not use body language to dramatize the story;

Wears clothing that does not provoke an active reaction from others, calm colors and simple cut. Its appearance can express indifference to the opinions of others or emphasize exclusivity and thus reflect the desire to achieve the admiration of a select few;

Doesn't see a special need for conversations, since the need for involvement with others is not a priority; if he speaks a lot, then only to express his ideas;

Speaks calmly, giving himself time to think, carefully chooses words;

Expresses thoughtful views and opinions, does not seek to provoke a reaction from others;

Interested in ideas rather than feelings;

Indifferent to the environment, not embarrassed by the messy work environment, or chooses a minimalist environment free from over-stimulation from outside.

Each person creates his own version of reality. In order to succeed in interacting with other people (which, in fact, every leader should strive for), one should take into account that the realities of others can be very different from their own. If the leader is an extrovert, he may try to deepen the sense of his “inner reality” by taking time for calm, thoughtful solitary activities. An introvert, on the other hand, can engage in improving skills in knowing people - focusing on the outside world and becoming involved with other people.

One of the theories of temperament associates its types with the activity of the central nervous system. The teachings of I.P. Pavlova on the influence of the central nervous system on the dynamic characteristics of behavior identifies three main properties of the nervous system - strength, balance, mobility of excitatory and inhibitory processes and four main typical combinations of them in the form of four types of higher nervous activity:

1) strong, balanced, agile;

2) strong, balanced, inert;

3) strong, unbalanced;

4) weak.

The first type corresponds to the temperament of a sanguine person, the second - a phlegmatic person, the third - a choleric person, and the fourth - a melancholic person.

Each main type of temperament has an individual and personal focus. The main temperament of a person throughout life remains unchanged, but circumstances can influence its formation. The diagrams show the main of the possible ways of forming temperament. Psychologists have proven that for each temperament, two main subspecies can be formed, which, in turn, can pass from one to another during a person's life.

Negotiations are one of the main situations in which maintaining the image of a leader is important. In this case, the leader represents the company as a whole, and his image should help improve the impression of opponents about the company, or at least not harm the image of the company.

If the opponent comes to the city in which this leader lives, the latter must take care of his meeting and accommodation. Particular respect is emphasized by the fact that the opponent is provided with a guide who accompanies him around the city and participates in the cultural program.

Environment creation... The organization of the workplace for employees is of particular importance. Even if the professional duties of an employee do not include working with clients, his workplace should be organized in such a way that the company's image is not damaged in the event of an unforeseen visit.

The manager spends more time in the office than at home. Even so, many executives spend less time setting up an office than thinking through their home.

The environment can have a significant impact on attitudes and moods at work. In a light, spacious office that creates a pleasant atmosphere, a person feels differently than in a dirty, shabby room. Comfortable working conditions affect not only physical, but also mental well-being.

Office design professionals believe that the work environment should talk about the business, not the personalities of the workers. For example, if an employee puts on an “exhibition” of their achievements in sports or the arts at their workplace, they may inadvertently hurt the feelings of visitors. They will find it necessary to inquire what kind of objects they are, so they will have to talk about them. Too much demonstration of merit is overwhelming. By this, the employee deprives the visitor of the opportunity to notice in the future.

A very important issue is the choice of premises for negotiations. The success of negotiations is determined by a large set of components, which include a telephone set available to all for communication with the "outside world", a spacious meeting room, a room for confidential meetings, etc.

The management of the company should take care of comfortable furniture. It is recommended that in addition to the negotiation table, have another one at a distance. This table can be used to have a cup of coffee or tea. A cozy and comfortable corner is formed around him, where in difficult and sometimes dead-end situations you can change your opponent's mood. After breaks, productivity drops somewhat. Negotiations after taking coffee or tea can go in a slightly different tone. Such an approach is not only useful for the representatives of the given firm, but it can help to improve the image of the firm in general and the leader in particular.

Interview . An interview is a special case of negotiations. Almost every manager has to be interviewed at least once in his life. When passing an interview, the importance of image is especially great. Since the interview, as a rule, is conducted by people who do not know the candidate personally, they judge him precisely on the basis of the image, the impression that he makes. For this impression to be favorable, the candidate must be guided by a number of recommendations.

In order for the interview to go the best way for the candidate, experts recommend:

Study the company in which he intends to work;

Try to predict the questions that will be asked and prepare answers to them in advance; impromptu responses harm the candidate's image;

Thoroughly think over the wardrobe and overall appearance; clothing must match the image of the company in which the candidate is going to work;

Do not ask questions about the reward;

Be calm and confident.

“Selling” your company image should be treated the same as selling any other product.

Recently, in connection with the development of market relations, innovative processes in the economy, science, education, culture, the specificity of the content and formation of both the image of the organization in general and the image of the organization of the socio-cultural sphere in particular is of particular interest. The growing attention to the problem of forming a strong image of the organization is not accidental. A strong corporate image becomes a prerequisite for a firm to achieve sustainable and lasting business success. And there is a perfectly reasonable explanation for this. First, a strong image of an organization has the effect of acquiring a certain market power by the organization, in the sense that it leads to a decrease in price sensitivity. Secondly, a strong image reduces the substitutability of goods, which means that it protects the organization from attacks by competitors and strengthens its position in relation to substitute goods. And, thirdly, a strong image facilitates a firm's access to resources of various kinds: financial, informational, human, etc.

The image of an organization is a holistic perception (understanding and assessment) of an organization by various groups of the public, formed on the basis of information stored in their memory about various aspects of the organization's activities. Sources of such information may be rumors about the organization circulating in the community; media reports, as well as personal contacts of a person with an organization. Thus, the corporate image has two components - image and assessment, which lend themselves only to a conditional conceptual difference, in real existence they are inextricably linked:

The appraisal component exists due to the fact that any information about the organization contains an appraisal, evokes certain emotions with varying intensity; the assessment of the organization's image is carried out by the people around it through the prism of their own experience, value orientations of the individual, generally accepted norms, principles, standards. The degree of truthfulness of assessments made by a person on the basis of images is directly proportional to the depth of his knowledge in that area of ​​life, in the area where they are formed.

A number of signs of a corporate image that are formed in practice:

First, the image must be synthetic, i.e. be planned to make a particular impression with a brand name, brand and product grade.

Secondly, the image of a corporation must be believable and reliable in order to inspire confidence in people, to be identified with a specific person or corporation.

Third, he must be passive. Since the image, to a certain extent, corresponds to reality, the person who creates it, to a certain extent, seeks to become like the image rather than make the image his own likeness.

Fourthly, the image must be bright and specific in order to appeal to human feelings.

Fifth, it should be simple and memorable.

Sixth, an important sign of the image is uncertainty, it must be found somewhere between feelings and reason, expectations and reality, in order to resist unforeseen events, changes in tastes.

The corporate image structure can include up to eight main components:

· The image of goods or services reflects people's perceptions of the unique characteristics that they believe they possess; while the functional value of the product or service is the main one, the additional value provides the product or service with distinctive properties.

· The image of a consumer of goods or services includes ideas about the lifestyle, social status, the status of some personal, in particular psychological characteristics of clients. The ability of the organization's employees to establish extensive long-term business contacts is of great importance. All partners and regular customers it is desirable to know personally.

· The internal image of the organization contains the ideas of employees about their institution, while its main determinants are the culture of the organization and the socio-psychological climate.

· The image of the leader of the organization or the main leaders includes ideas about the abilities, attitudes, value orientations, socio-psychological characteristics, the image of the leader.

· The image of the personnel is a collective, generalized image of all employees, revealing the most characteristic features for it. It is formed on the basis of direct contact with employees of the organization.

· The visual image of the organization concludes the public's ideas about it, which arise on the basis of visual sensations, fixing information about the interior of the office, demonstration rooms, and corporate symbols.

· The social image of the organization contains ideas of the general public about the social goals, the role of the organization in the economic, social, cultural life of the city, region, country.

· The business image of the organization encompasses the idea of ​​the organization from the point of view of business activity.

Fig. 1. The model of the organization's image.

By combining the above elements, an individual's response can be obtained, representing his assessment of the overall experience of the organization. The corporate image should be based on the unity of the internal and external images of the organization. Just as an individual perception-oriented image will, all other things being equal, the more effective it is, the more firmly it relies on the self-awareness of the individual, and the image of the organization among external respondents is more stable if it is in accordance with the image of the same organization. from its rank-and-file members. The corporate image is not as dynamic as the image of a person, however, with changing conditions and conditions in the socio-cultural sphere, it must be corrected, and for this it is necessary to constantly monitor. It is also important that each element of the corporate image structure must be filled with information by the organization itself. Otherwise, the mass consciousness, due to its stereotype, will independently fill in the missing elements with content, which does not always benefit the organization.

The purpose of the image of the organization of its creation is that the subjects outside and inside the organization have an image of this organization, contributing to the achievement of those external goals and objectives set by its leadership.

Also, the corporate image has common features with the group image. Since every organization consists of people, it can be represented as a group for which the categorization feature is belonging to a given organization, membership in it. The image of an organization always contains certain symbols related to the generalized image of a member of a given group, and in this sense is a collective image of the people who make up the organization. However, unlike the group image, the corporate image is usually actively managed “from within” the prototype organization.

The image of an organization is the aggregate public perception of the organization by many people, the impression about it, formed on the basis of personal contacts with the organization, rumors and media reports. In the structure of the analyzed concept, 8 elements are distinguished - the image of goods or services, the image of consumers, the internal image of the organization, the image of the leader, the image of the staff, the visual image, the social image, the business image - which can be combined to influence the audience. The main functions of an organization's image include positioning it in the market, motivating the audience to take action, as well as uniting employees and building their team spirit. Effectively performing these functions, the image becomes one of the key factors that determine the successful functioning of the organization in modern conditions.

Image today is the most important characteristic of an organization, playing a significant role in increasing its competitiveness and attracting consumers and partners to it. The image acts as a means, a tool for solving problems. But its main feature is that it is itself an object of control. Corporate image management as a branch of theory and practice appeared in the United States more than half a century ago. By now, a conceptual apparatus has already been formed in this area. Its main elements:

· Vision - an idea of ​​the surrounding reality - present or future. Forming a vision is one of the main responsibilities of an organization leader. In order to navigate the ship through the market element of instability and uncertainty in the right direction, the captain must know where he is sailing.

· Corporate mission- socially significant status, socially significant role of the organization. A mission can be seen as a strategic tool that identifies the target market and broadly defines the business or core business of the enterprise.

· Corporate identity - values, judgments and norms of behavior shared in the company and defining the essence of the individual corporate culture. Corporate identity is what a company really is, an analogue of a person's personality, individuality.

· Corporate identity is what an organization communicates about itself, about its individuality. Everything an organization says, does and creates shapes its identity.

· Corporate image is the perception of an organization by groups of the public. Achieving a favorable corporate image and customer loyalty is the main goal of corporate identity management.

In general, the relationship between the above concepts can be reflected as follows:

Thus, based on ideas about the surrounding reality and based on the mission of the organization, the image maker emphasizes certain features of the corporate identity, thereby creating a corporate identity. Corporate identity in turn Fig.2. The mechanism of image formation.

is the foundation of the corporate image. Highly essential in this process there is a feedback that determines the correspondence of the image of the organization to its mission.

The image may be slightly different for different groups of the public, since the desired behavior of these groups in relation to the organization may differ (Figure 4). In this case, there is a synthesis of ideas about the organization of various groups of the public, as a result of which a more general and capacious idea of ​​the organization is created.

Fig. 4. Image options.

Today, imageology has an extensive arsenal of means of image formation. The main ones are:

· Positioning. This technology is the most significant for imaging and represents the placement of an object in a favorable information environment.

· Manipulation. A fairly widespread method of communicative influence that serves as a "legend" or "myth" that disguises true intentions.

· Mythologization. It is associated with the construction of a double message, which affects the level of consciousness and subconsciousness. There are myths and archetypes in every person at a deep level, and the task of the image maker is to activate this symbolism in a direction that is beneficial for himself.

· Emotionalization. This method is associated with the translation of any information from a rational language into an emotional language.

· Format. It is understood as the processes of creating contexts specified for the formation of the necessary image.

· Verbalization. This technique is based on the image maker's ability to communicate in the language of the audience, to direct verbalization in the right direction when it is necessary to hide the real state of affairs.

· Detailing. This technique increases the level of information impact, since details, being reference signals, are stored in memory longer.

· Distance. This method is associated with the artificial removal of all negative, negative, which destroys the positive image, reduces its rating.

· Visualization. This technique involves influencing the audience through several channels of perception at once.

The corporate image is formed on the basis of the mission of the organization, corporate identity and corporate identity, and the process of forming the image of the organization itself includes four stages: determining the requirements of the target audience, identifying the strengths and weaknesses of the object, summing up the characteristics of the object to the requirements of the audience and translating the required characteristics of the object into verbal, visual and event forms. Positioning, manipulation, mythologization, emotionalization, format, verbalization, detailing, distancing and visualization are among the main tools for forming an organization's image.

In the conclusion of this work, the following conclusions can be drawn:

In order to get an adequate idea of ​​oneself and draw conclusions about the need for any changes, a person must understand what the current state of affairs is conditioned by and by what means changes can be made. At the same time, the foundations of education in the field of psychology are of particular importance. Many image problems can be solved with the help of a psychologist. If the leader does not consider it necessary to resort to the help of specialists, he must independently study the basics of psychology (which, of course, will not make him a professional psychologist).

An attractive executive image is inseparable from knowledge of business etiquette and confident possession of the relevant skills. There are significant cultural differences different countries and peoples. These differences are due to the different conditions for the formation of cultures, for example, natural, historical and other factors. A leader who intends to work in another country must take into account the traditions that have developed there in order for the activities carried out by him to be successful. Maintaining the leader's image is of particular importance. The image created in the homeland of the leader may be perceived in a completely different way abroad. Therefore, each leader must take into account the etiquette norms of the country or region in which he has to work.

One of the points is devoted to negotiations, since they are one of the main situations in which the image often plays a decisive role. An interview is a special case of negotiations. For many, it becomes the most important negotiation in life. Therefore, some attention is paid to the problem of presenting oneself at an interview. Almost every leader has gone through this stage at least once in his life.

Of particular importance is the preparation by the company (with the direct participation of the head) of its employees. It has long been customary in the West to train candidates for leadership positions in the future within the company. Employees whose education and training the company pays sufficient attention to are more loyal to it and contribute to improving the company's image in the eyes of other people. The image of the organization is inseparable from the image of the leader. Thus, by contributing to the professional training of employees, taking part in their affairs, the manager can win their respect and appreciation, and his image will significantly improve.

The final point is devoted to the problem of choosing methods of image formation. There are many ways to improve the image, but for all, the rule that the main task in this activity is to determine the goal can be considered fair. After choosing a goal, the question of adequate self-esteem and analysis of the assessment that others can give arises. The choice of the actual method of forming the image is a purely individual task, and depends on the solution of the first two. In addition, the choice is determined by the available financial, time and other resources.

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