- Polo Sanchez-Valle
Why are events the best way to manage your image?
Updated: Jun 2, 2020
Image can be constructed by using a range of tools and managed in several different ways. Individuals, organisations and tourism destinations can transmit their image via a range of above-the-line tools, such as TV or mass print advertising, as well as below-the-line techniques, such as direct marketing, brochures, information distribution, and product trials. However, most of the messages conveyed by these techniques are induced messages – meaning they can be more or less credible and, therefore, more or less effective.
Focusing exclusively on these induced images disregards the influential power of the representations that are produced independently of official marketing communications. This is why contemporary Public Relations activities now integrate more subtle and effective techniques to convey independent, autonomous (organic) messages, rather than rely solely on the traditional-induced message. The growing sophistication of these techniques has resulted in more credible, penetrative and, therefore, more influential messages – to the point where the distinction between autonomous and induced imagery has become blurred.
Organic images are those that are formed through general life experiences. This is why we, at Métonymie_, are convinced that events can be a primary source of organic messages and are, therefore, outstanding image builders. Moreover, events raise and multiply awareness, not only for their duration but also in the long term, thanks to press coverage, social media and the mighty word of mouth.
How can you ensure that your events effectively convey image-changing organic messages?
So... at Métonymie_ we believe that events which are effectively conceived and managed have the huge potential to generate organic messages. These messages not only have a major influence on how an image is formed but also lead to positive thoughts and feelings about it. To foster the power of these messages and successfully engineer an effective image change, it is essential to operate cognitive and affective mechanisms – the most important being made possible through the use of Metonymies and Connotations.