Perception Management

Perception management is a term originated by the U. S. military. The phrase "perception management" has often functioned as an euphemism for an aspect of information warfare. A scholar in the field notes a distinction between "perception management" and public diplomacy, which "does not, as a rule, involve falsehood and deception, whereas these are important ingredients of perception management; the purpose is to get the other side to believe what one wishes it to believe, whatever the truth may be.

As Stan Moore has written, "Just because truth has been omitted, does not mean that truth is not true. Just because reality has not been perceived, does not mean that it is not real." Communication is the primary tool for managing perceptions to motivate the desired behaviour. If you feel that no matter what you do in your organisation people do not notice your effort then you ought to take up a lesson or two in perception management. What you actually do may be important but projecting the right image and managing the perceptions of the concerned parties is vital in today's sound byte-savvy world. Perceptions and style can never be a substitute for lack of substance but go a long way in sustaining the offering for a long while.”

Business, marketing and advertising

Businesses shape the perceptions of the public in order to get the desired behavior and purchase patterns from consumers. The best medium for businesses to affect the perceptions of the public is through marketing. To get people to buy products, marketers must create a need and manage the perception of the public so that they feel the product will fulfill that need. This is not the same thing as manipulation, where businesses create something people don't need, and marketers convince them that they do need it. Good perception management is to the benefit of the consumer, as it fulfills more of their needs, and to the benefit of the business, as it increases their revenue. The decision making process in relation to the future is an element of business that has a great effect on the company's future. If the company is too risky, this leads to under performance, and a missed opportunity. If the company takes too many risks, it is likely that there will be a large amount of losses. Ultimately if this amount of risk taking leads the perception of the company to exceed the boundaries of logic and fact, the company will most likely fail based on their poor perception.

The communication gaps that exist in international business can lead to misunderstandings. Perception management helps to prevent the complex emotional characteristics of communication from changing the original interpretation of the message.

Fashion

Perception management is a robust component in the fashion industry. Fashion stylists are responsible for providing perception management in the branding of products, and in creating the public persona of both individuals, businesses, and brands, through means of wardrobe, appearance, and communication skills. As with any product, perception management influences purchasing decisions. According to one analyst, "In the external environment, the offerings of competitors, with which a customer compares a product or service will change, thus altering his perception of the best offer around. Another point is that the public opinion towards certain issues can change. This effect can reach from fashion trends to the public expectation of good corporate citizenship." Other effects of perception management in fashion include that "a commonplace strategy to circumvent the loss of exclusivity associated with high market share is to leverage the brand by introducing new related brands. This is very efficient with fragrances or fashion brands."

There are other areas like celebrities, universities, politics, media, etc. where this concept is widely used.

Readers who are interested to read further on perception management may refer to the following.

Komarek, Ed. May 14th, 2008. "UFOs and Perception Management, You are the Target". http://www.americanchronicle.com/articles/61734.

Greg Guma. "The Evolution of Perception Management Tactics".

Parry, Robert. “Bush’s Perception Management Plan”.

Martemucci, Matteo G. "Regaining the High Ground: The Challenges of Perception Management in National Strategy and Military Operations".

Tang, Tony, "Viewpoint: Perception Management Crucial for International Business," Wisconsin School of Business, September 2006.

Dagmar Recklies, "Understanding and Managing Customer Perception," University Press, July 2006.

China's 'perception management' agenda controls all media," World Tribune, August 10, 2007.