An organization's investment lies not just in its stocks but also in its stakeholders across sections. Perception plays a definitive role in making or marring its image; having therefore, a direct bearing on not just the target audiences but revenues and business opportunities as well. In this context it is imperative to understand that what usually is perceived to be the reality behind any situation, might not actually be so. This is what defines India InfoMedia's approach, its ethos. It believes in managing perceptions, without distorting the truth, by understanding the needs of and empathizing with the target publics through well-crafted, appropriately timed and accurately placed messages.