Perception management is about converting each communication into an opportunity for building, sustaining or strengthening an organisation's image. Image and reputation need to be impeccable for maintaining critical stakeholder trust. Perception management is not about creating fanciful, utopian impressions. It endeavours to bring significant facts to light in relevant context. Perception management is a skill practiced on the platform of reality and facts.
To manage perception competently it is imperative to understand and empathise with the diverse perspectives of an organisation's stakeholders and targeted consumers. Well-crafted, well-timed and well-delivered communication is the bedrock of perception management.