Perception determines reality, which is what underpins the concept of perception management. Perception among target groups is always key – and current perception can only be developed, changed or maintained if it is known and analysed.
Implementing communications based on the principle of perception management involves ensuring that the content or appearance of communications is geared towards a defined target perception and aligned with existing perception. The success of communications can then be measured by the effect or perception achieved.
Perception management is thus the measurable impact in public relations. That is why we do not see ourselves as a mere communicator of messages and stories, but as craftsmen aiming for the desired perception.