What you see is what you judge: building public relations society of the Philippines - reputation through corporate visual identity

Abstract

This study aimed to know the perception of Public Relations Society of the Philippines- (PRSP) stakeholders, and to know the importance of visual dimensions in organizations. This study used Fombrun and Van Riel’s (2004) Reputation Model and applied its five dimensions, which are (1) visibility, (2) distinctiveness, (3) authenticity, (4) transparency, and (5) consistency in order to evaluate PRSP’s Corporate Visual Identity (CVI). This study used descriptive design through survey and interview. The data was gathered from two standpoints namely, Organizational Communication juniors and seniors of UP Manila, and a PRSP member. Results showed that PRSP needs to address its five dimensions in order to fulfill its goal of advancing the practice of PR in the country. It is concluded that CVI must be considered a useful tool that can help boost reputation through impressive designs, and effective strategies in the utilization of various touch-points such as online platforms. Implications of this study include (1) improvement of PRSP’s CVI can help support reputation, and (2) perception of the stakeholders are important to be able to manage reputation. This is why improving on visuals based on the perceptions of the stakeholders can help in managing reputation.