A thesis submitted in fulfilment for the requirement for the degree of Doctor of Philosophy in the Department of Psychology at the University of Zululand, 2006. / This study was conducted to ascertain whether uMkhanyakude District Municipality complies with the provisions of the Employment Equity Act No55 of 1998 and to examine whether the Municipality has devised recruitment methods that provide access to a wider pool of job applicants. Some of the outcomes derived from diversity initiatives are not easily quantifiable or measured but they clearly demonstrate the benefits that can be realized by an organization. Benefits such as: Improved organizational image stemming from more diverse positive reputation and the presence of diverse employees in key positions. Improved co-operation and communication within diverse work-teams, few as they are. Findings_ of this study indicated that cultural diversity is the least understood phenomenon and that the municipality has not made an effort to diversify. This is indicated by the fact that there are no African or White females in the strategic or decision making positions. This under-representation of women constitutes gender discrimination. Also the municipality has not made an effort to develop a strategy on diversifying despite submitting the workforce profile to the Department: of labour; no help has been forthcoming in order to develop equity policies to address high levels of under-representation.

With the emergence of New Public Management in the 1980s, Western public sectors saw a gradual shift in logics of work control from professionalism to managerialism. For public sector organizations to attain legitimacy in this new climate, their organizational structures have been aligned according to extant societal expectations of managerialist efficiency. In addition to structure, organizations are also asked to have an organizational image that appeals to the same societal expectations if legitimacy is to be achieved. The pursuit of legitimacy is an aspect that connects image and structure but this has been neglected in previous research. Against this, the purpose of the present thesis is to explore whether and how changes in organizational image covariate positively with shifts in organizational structure. In order to investigate this, an organizational discourse analysis has been conducted on a sample of Swedish hospitals’ webpages in 2005 and 2013 as a way to learn more about the distribution of professionalism and managerialism in these entities’ images. The results indicate that the two logics of work control have increased between the studied years but managerialism displays a slightly bigger growth. Nevertheless, a blend of professionalism and managerialism is what is most apparent in the organizational images of the sampled hospitals in both 2005 and 2013. While previous literature has argued that organizational structures have shifted decisively towards managerialism, this thesis indicates that the change has been more nuanced when it comes to organizational images.

This dissertation explores the presentational strategies the Toronto Police Service (TPS) used to respond to three controversies involving its relationship with marginalized and racialized communities - the removal of the TPS from the Toronto Pride parade; the investigation of the serial killer case involving Bruce McArthur; and the Black Lives Matter protests of the summer of 2020. Using an interpretive approach and a variety of conceptual frameworks derived from Goffman’s work on impression management and applying a grounded theory methodology combined with qualitative media analysis (QMA), the dissertation identifies the image management strategies the TPS adopted in each case. The findings show that the strategies were context specific in the sense that they were directed to the precise criticisms being leveled at the TPS in each case. However, there were common themes across the cases which involved acknowledging a problematic past and committing to corrective actions in the future. The main difference in strategies had to do with the degree to which the TPS was prepared to push back on the claims made against the organization and defend its actions. The dissertation speaks to the broader question of how police organizations are attempting to negotiate their legitimacy in a climate where social media has made police-citizen encounters more visible and where recent high profile incidents involving police violence and abuse of power have shaken public confidence and threatened police legitimacy. I argue that taken together, the TPS responses offer a glimpse into how one police organization is seeking to defend its legitimacy by projecting an image of the kind of police service it is aspiring to become, particularly in relation to the marginalized and racialized communities it serves. / Dissertation / Doctor of Philosophy (PhD) / This dissertation explores how the Toronto Police Service (TPS) responded to three controversies involving its relationship with marginalized and racialized communities - the removal of the TPS from the Toronto Pride parade; the investigation of the serial killer case involving Bruce McArthur; and the Black Lives Matter protests of the summer of 2020. Using an interpretivist approach and qualitative methods the dissertation identifies the image management strategies the TPS adopted in each case and discusses similarities and differences. The analysis contributes to a better understanding of how the police attempt to negotiate their legitimacy with communities with which they have traditionally had problematic relationships in a context where the increased visibility of police violence has created a legitimacy crisis.

An organization’s internal processes of identity management is argued to influence its communication, which in turn influence the perceived reputation of the organization. The aim of this study is to investigate how the organizational identity is reflected upon and perceived integrated in employees’ daily work. This is done through applying the internal factors of a theoretical model, comprising of identity, culture and image, at an empirical setting. Literature on organizational identity in relation to organizational culture and organizational image is reviewed followed by conducting 12 semi structured interviews with managers from the marketing and human resource departments at Arla Foods in Sweden. The findings suggest that although employees reflect on the identity, there is a gap between reflection and action, meaning that the identity is not necessarily integrated in practice in the daily work due to different understandings of the organizational culture. In relation to the model, it is suggested that culture may not be so clearly connected to identity, whereas image and identity are very closely related. Also, the context in which the employees conduct their work is shown through the empirical setting, to be important for how employees reflect upon the identity.

A Comunicação Organizacional é um instrumento precioso e imprescindível tanto como ferramenta auxiliar no planejamento estratégico integrado quanto na prevenção ou resolução de uma crise de imagem, sendo esta definida como uma entidade externa e uma construção mental que inclui ideias, sentimentos, atitudes, conceitos mentais e expectativas, e que pode afetar diretamente a relação da organização com o seu público (STERN; ZINKHAN; JAJU, 2001). As estratégias de Comunicação Organizacional interferem diretamente ainda na recuperação da credibilidade e na reconstrução da imagem corporativa após um incidente de crise. Este estudo apresenta estratégias de Comunicação Organizacional e de Gestão de Crise de Imagem adotadas pela Assessoria de Comunicação do Instituto Federal de Educação, Ciência e Tecnologia do Rio Grande do Sul – Campus Caxias do Sul. Dois anos depois de ter sido instituído, em 2010, o IFRS Campus Caxias do Sul enfrentou uma crise ocasionada pelo atraso na conclusão da obra da sede definitiva, fato que ocasionou protestos dos alunos, pais e servidores da instituição e que foi amplamente divulgado pela imprensa O início do trabalho de Comunicação Organizacional se deu em 2013, a partir de um planejamento de comunicação estratégica. Inicialmente, foi realizada uma pesquisa qualitativa exploratória com os stakeholders (alunos, servidores, pais ou responsáveis e profissionais da imprensa), a fim de ampliar os conhecimentos sobre o contexto da crise. Após o diagnóstico da situação, foi realizado um Planejamento de Comunicação Organizacional e um Plano de Gestão de Crise de Imagem, com base no modelo de Timothy Coombs, elaborados para que a instituição pudesse recuperar a imagem abalada e a credibilidade do seu público de interesse. A implantação das estratégias de comunicação e do Plano de Gestão de Crise de Imagem foi planejada e executada em conjunto pela assessoria de comunicação e os gestores responsáveis pela instituição e resultaram em maior proximidade com o público e maior transparência nas relações, despertando o sentimento de pertencimento dos stakeholders em relação à instituição. / Organizational Communication is a precious and indispensable instrument as an auxiliary tool in integrated strategic planning and in the prevention or resolution of an image crisis, defined as an external entity and a mental construct that includes ideas, feelings, attitudes, mental concepts and Expectations, and that can directly affect the organization's relationship with its public (STERN; ZINKHAN; JAJU, 2001). The Organizational Communication strategies directly interfere in the recovery of credibility and in the reconstruction of the corporate image after an incident of crisis. This study presents strategies of Organizational Communication and Image Crisis Management adopted by the Communication Department of the Federal Institute of Education, Science and Technology of Rio Grande do Sul - Caxias do Sul Campus. Two years after it was instituted in 2010, The IFRS Campus Caxias do Sul faced an image crisis caused by the delay in the completion of the definitive headquarters work, a fact that provoked protests from students, parents and employees of the institution and was widely publicized in the press. The beginning of the work of Organizational Communication occurred in 2013, from a strategic communication planning. Initially, a qualitative exploratory research was carried out with the stakeholders (students, servants, parents or leaders and the press) in order to increase knowledge about the context of the crisis After the situation was diagnosed, an Organizational Communication Plan and an Image Crisis Management Plan, based on the Timothy Coombs model, were prepared so that the institution could recover the shaken image and the credibility of its target audience. The implementation of the communication strategies and the Image Crisis Management Plan was planned and carried out jointly by the communication advisor and the managers responsible for the institution, and resulted in greater proximity to the public and greater transparency in the relations, arousing the feeling of the stakeholders in relation to the institution.

A Comunicação Organizacional é um instrumento precioso e imprescindível tanto como ferramenta auxiliar no planejamento estratégico integrado quanto na prevenção ou resolução de uma crise de imagem, sendo esta definida como uma entidade externa e uma construção mental que inclui ideias, sentimentos, atitudes, conceitos mentais e expectativas, e que pode afetar diretamente a relação da organização com o seu público (STERN; ZINKHAN; JAJU, 2001). As estratégias de Comunicação Organizacional interferem diretamente ainda na recuperação da credibilidade e na reconstrução da imagem corporativa após um incidente de crise. Este estudo apresenta estratégias de Comunicação Organizacional e de Gestão de Crise de Imagem adotadas pela Assessoria de Comunicação do Instituto Federal de Educação, Ciência e Tecnologia do Rio Grande do Sul – Campus Caxias do Sul. Dois anos depois de ter sido instituído, em 2010, o IFRS Campus Caxias do Sul enfrentou uma crise ocasionada pelo atraso na conclusão da obra da sede definitiva, fato que ocasionou protestos dos alunos, pais e servidores da instituição e que foi amplamente divulgado pela imprensa O início do trabalho de Comunicação Organizacional se deu em 2013, a partir de um planejamento de comunicação estratégica. Inicialmente, foi realizada uma pesquisa qualitativa exploratória com os stakeholders (alunos, servidores, pais ou responsáveis e profissionais da imprensa), a fim de ampliar os conhecimentos sobre o contexto da crise. Após o diagnóstico da situação, foi realizado um Planejamento de Comunicação Organizacional e um Plano de Gestão de Crise de Imagem, com base no modelo de Timothy Coombs, elaborados para que a instituição pudesse recuperar a imagem abalada e a credibilidade do seu público de interesse. A implantação das estratégias de comunicação e do Plano de Gestão de Crise de Imagem foi planejada e executada em conjunto pela assessoria de comunicação e os gestores responsáveis pela instituição e resultaram em maior proximidade com o público e maior transparência nas relações, despertando o sentimento de pertencimento dos stakeholders em relação à instituição. / Organizational Communication is a precious and indispensable instrument as an auxiliary tool in integrated strategic planning and in the prevention or resolution of an image crisis, defined as an external entity and a mental construct that includes ideas, feelings, attitudes, mental concepts and Expectations, and that can directly affect the organization's relationship with its public (STERN; ZINKHAN; JAJU, 2001). The Organizational Communication strategies directly interfere in the recovery of credibility and in the reconstruction of the corporate image after an incident of crisis. This study presents strategies of Organizational Communication and Image Crisis Management adopted by the Communication Department of the Federal Institute of Education, Science and Technology of Rio Grande do Sul - Caxias do Sul Campus. Two years after it was instituted in 2010, The IFRS Campus Caxias do Sul faced an image crisis caused by the delay in the completion of the definitive headquarters work, a fact that provoked protests from students, parents and employees of the institution and was widely publicized in the press. The beginning of the work of Organizational Communication occurred in 2013, from a strategic communication planning. Initially, a qualitative exploratory research was carried out with the stakeholders (students, servants, parents or leaders and the press) in order to increase knowledge about the context of the crisis After the situation was diagnosed, an Organizational Communication Plan and an Image Crisis Management Plan, based on the Timothy Coombs model, were prepared so that the institution could recover the shaken image and the credibility of its target audience. The implementation of the communication strategies and the Image Crisis Management Plan was planned and carried out jointly by the communication advisor and the managers responsible for the institution, and resulted in greater proximity to the public and greater transparency in the relations, arousing the feeling of the stakeholders in relation to the institution.

A Comunicação Organizacional é um instrumento precioso e imprescindível tanto como ferramenta auxiliar no planejamento estratégico integrado quanto na prevenção ou resolução de uma crise de imagem, sendo esta definida como uma entidade externa e uma construção mental que inclui ideias, sentimentos, atitudes, conceitos mentais e expectativas, e que pode afetar diretamente a relação da organização com o seu público (STERN; ZINKHAN; JAJU, 2001). As estratégias de Comunicação Organizacional interferem diretamente ainda na recuperação da credibilidade e na reconstrução da imagem corporativa após um incidente de crise. Este estudo apresenta estratégias de Comunicação Organizacional e de Gestão de Crise de Imagem adotadas pela Assessoria de Comunicação do Instituto Federal de Educação, Ciência e Tecnologia do Rio Grande do Sul – Campus Caxias do Sul. Dois anos depois de ter sido instituído, em 2010, o IFRS Campus Caxias do Sul enfrentou uma crise ocasionada pelo atraso na conclusão da obra da sede definitiva, fato que ocasionou protestos dos alunos, pais e servidores da instituição e que foi amplamente divulgado pela imprensa O início do trabalho de Comunicação Organizacional se deu em 2013, a partir de um planejamento de comunicação estratégica. Inicialmente, foi realizada uma pesquisa qualitativa exploratória com os stakeholders (alunos, servidores, pais ou responsáveis e profissionais da imprensa), a fim de ampliar os conhecimentos sobre o contexto da crise. Após o diagnóstico da situação, foi realizado um Planejamento de Comunicação Organizacional e um Plano de Gestão de Crise de Imagem, com base no modelo de Timothy Coombs, elaborados para que a instituição pudesse recuperar a imagem abalada e a credibilidade do seu público de interesse. A implantação das estratégias de comunicação e do Plano de Gestão de Crise de Imagem foi planejada e executada em conjunto pela assessoria de comunicação e os gestores responsáveis pela instituição e resultaram em maior proximidade com o público e maior transparência nas relações, despertando o sentimento de pertencimento dos stakeholders em relação à instituição. / Organizational Communication is a precious and indispensable instrument as an auxiliary tool in integrated strategic planning and in the prevention or resolution of an image crisis, defined as an external entity and a mental construct that includes ideas, feelings, attitudes, mental concepts and Expectations, and that can directly affect the organization's relationship with its public (STERN; ZINKHAN; JAJU, 2001). The Organizational Communication strategies directly interfere in the recovery of credibility and in the reconstruction of the corporate image after an incident of crisis. This study presents strategies of Organizational Communication and Image Crisis Management adopted by the Communication Department of the Federal Institute of Education, Science and Technology of Rio Grande do Sul - Caxias do Sul Campus. Two years after it was instituted in 2010, The IFRS Campus Caxias do Sul faced an image crisis caused by the delay in the completion of the definitive headquarters work, a fact that provoked protests from students, parents and employees of the institution and was widely publicized in the press. The beginning of the work of Organizational Communication occurred in 2013, from a strategic communication planning. Initially, a qualitative exploratory research was carried out with the stakeholders (students, servants, parents or leaders and the press) in order to increase knowledge about the context of the crisis After the situation was diagnosed, an Organizational Communication Plan and an Image Crisis Management Plan, based on the Timothy Coombs model, were prepared so that the institution could recover the shaken image and the credibility of its target audience. The implementation of the communication strategies and the Image Crisis Management Plan was planned and carried out jointly by the communication advisor and the managers responsible for the institution, and resulted in greater proximity to the public and greater transparency in the relations, arousing the feeling of the stakeholders in relation to the institution.

This study examined the role of corporate websites and company Facebook profiles in shaping perceptions of organizational image in the recruitment context. A primary purpose of this research was to determine whether or not perceptions of organizational image vary across different web-based recruitment methods, specifically examining corporate websites and social networking (SNW) sites, such as company Facebook profiles. A secondary goal was to determine how these perceptions of image are shaped by the objective components of websites and Facebook profiles. Finally, this study sought to determine the most influential components of websites and Facebook profiles, in terms of impacting image, to better understand how organizations can maximize their web-based recruitment efforts. A total of 102 companies selected from Fortune Magazine’s 2011 top 500 were chosen for the study. Perceptions of organizational personality as well as objective assessments of personality were gathered for each organization in a two phase approach. Results indicate that exposure to corporate websites and company Facebook profiles do influence perceptions of image in different ways. Furthermore, individual components of the websites were identified as key drivers for influencing specific image dimensions, particularly for company Facebook pages. Findings are beneficial for advising practitioners on how to best manage their web-based recruitment sources in order to maximize efficiency. The present study serves to further our understanding of the process through which perceptions of organizational image are influenced by new recruitment sources.

Coordenação de Aperfeiçoamento de Pessoal de Nível Superior / This study aims to investigate how the Social and Environmental Investments and other actions of Corporate Social Responsability of the companies impact on organizational image of them before their customers. The theme is justified by the need to verify that such actions bring effective results in the quest for improved organizational image. For a better understanding of the topic, literature search was conducted on the topics of organizational image, Social Responsibility, Institutional Marketing and Communications. The company Natura Cosmetics SA was chosen as an object of study due to its strong performance in the social, environmental and cultural areas in the country. The actions carried out by the company were described in this study through a literature search conducted on the company s publications about the subject and segmented into three categories: Ecologic Marketing, Cultural Marketing, and Social Marketing. To achieve the objectives of the study, a survey was conducted with the consultants (sellers of products). This public was chosen because they are considered to be the first consumers of Natura s products. The survey was conducted through a questionnaire, developed from a hypothetical model of research adapted from Gonçalves Filho et al (2009). The results indicated that the activities better known by the respondents are the ones about ecology, which are directly related to the identity linked to natural products that do not harm the environment that the company transmits (therefore, they are well communicated) and the program "Believe to See, "which has a line of products aimed at raising funds to it, so the consultants are in frequent contact. The respondents were asked about their opinion on the investments and 99.2% have positive view, with only one respondent has indifferent vision. Moreover, 80% of respondents said that the realization of these actions positively affect their opinion on the company. The focus of the study, however, was to investigate the impact of specific actions, whereas other studies have already shown the impact of Social Responsibility actions in general. Thus, the consultants were asked about what actions impacted the most their opinion about the company. The results indicate that the activities that are better communicated are also those that most affect the opinion, especially those related to ecology and society. The actions related to culture, however, even when properly communicated don t have relevant return on image, compared to the returns of other kind of actions. The results, therefore, allowed to accept two hypotheses made (related to ecology and society) and refute one of the hypotheses (related to cultural activities). / O presente estudo tem como objetivo investigar a maneira como os Investimentos Socioambientais e demais ações de Responsabilidade Social Corporativa das empresas impactam na imagem organizacional delas perante seus consumidores. O tema justifica-se pela necessidade de verificar se tais ações trazem resultados efetivos na busca de melhoria de imagem organizacional. Para uma maior compreensão do tema, foi realizada pesquisa bibliográfica sobre os temas da imagem organizacional, Responsabilidade Social, Marketing e Comunicação Institucionais. A empresa Natura Cosméticos S.A. foi escolhida como objeto de estudo devido a sua forte atuação nas áreas social, ambiental e cultural no país. As ações realizadas pela empresa foram descritas neste estudo por meio de uma pesquisa bibliográfica nas publicações realizadas pela empresa sobre o tema e segmentadas em três modalidades: Marketing Ecológico, Marketing Cultural e Marketing Social. Para atingir os objetivos do estudo, foi realizada pesquisa survey com as consultoras (revendedoras de produtos) da empresa, público escolhido por serem consideradas as primeiras consumidoras dos produtos Natura. A survey se deu por meio da aplicação de questionário, elaborado a partir do modelo hipotético de pesquisa adaptado de Gonçalves Filho et al (2009). Os resultados indicam que as ações mais conhecidas pelas respondentes são as de cunho ecológico, que estão diretamente relacionadas com a identidade ligada a produtos naturais, que não agridem o meio ambiente que a empresa transmite (ou seja, são bem comunicadas) e o programa Crer para Ver , que possui uma linha de produtos direcionada a arrecadar fundos a ele, portanto as consultoras estão em freqüente contato. As respondentes foram questionadas a respeito de sua opinião sobre os investimentos e 99,2% afirmam ter visão positiva, sendo que apenas uma respondente tem visão indiferente. Além disso, 80% das respondentes afirmaram que a realização dessas ações afeta positivamente sua opinião em relação à empresa. O foco do estudo, entretanto, era verificar o impacto de ações específicas, visto que outros estudos já demonstraram o impacto de ações de Responsabilidade Social de maneira geral. Dessa forma, as consultoras foram questionadas a respeito de quais ações impactavam mais sua opinião em relação à empresa. Os resultados indicam que as ações mais bem comunicadas são também as que mais afetam a opinião, especialmente as relacionadas à ecologia e sociedade. As ações relacionadas à cultura, entretanto, mesmo quando propriamente comunicadas não apresentam retorno relevante em imagem, se comparado ao retorno das ações de outros cunhos. Os resultados, portanto, permitiram aceitar duas das hipóteses apresentadas (as relacionadas à ecologia e sociedade) e refutar uma das hipóteses (relacionada a ações culturais).

This work presents a study about the perception of the organizational image from the two segments of the internal public at a Private Higher Education Institution in Santa Maria RS. The model used at the research was the measurement of organizational images through a questionnaire based on the eight MORGAN s (1996) metaphors. By means of this model of image perception, we attempted to stick out the differences among the organizational image perception of undergraduate students, administrative staff and undergraduate professors of College A, the chosen object to the study. The 38 items of the research instrument correspond to two found factors: Factor 1 Dynamic organization with a strategic view and Factor 2 Petty political and exploitive organization. The propositions are evaluated by means of concordance to seven points of a Likert-type anchored scale. The questionnaire was applied to a sample of 216 undergraduate students from two different undergraduate course of College A and, 35 administrative personnel and professors of these courses. After the tabulation, the data was analyzed with the SPSS Software, where statistical tests like the T-Student, Chi-Square and ANOVA were performed and a Factorial Analysis was carried out. Through the two drawn out factors and the worked variables it is important to emphasize that there was some difference in the images perceived by the two segments of internal public from College A. The comparative study allow us to say that the organizational image perception of College A is closer to Factor 1 Dynamic organization with a strategic view either for the undergraduate students or to the administrative personnel and professors of the undergraduate courses. / Este trabalho apresenta um estudo sobre a percepção da imagem organizacional dos dois segmentos de público interno de uma Instituição de Ensino Superior Privado de Santa Maria - RS. O modelo utilizado para a pesquisa foi a medida de percepção de imagens organizacionais com questionário baseado teoricamente nas oito metáforas de Morgan (1996). Por meio desse modelo de percepção de imagens, procurou-se ressaltar as diferenças entre as percepções da imagem organizacional dos alunos de graduação, funcionários e professores de graduação da Faculdade A, objeto escolhido para o estudo. Os 38 itens do instrumento de pesquisa correspondem a dois fatores encontrados: Fator 1 Organização dinâmica e com visão estratégica e Fator 2 Organização politiqueira e exploradora. As proposições são avaliadas por meio de uma escala de concordância de sete pontos do tipo Likert ancorada. O questionário foi aplicado com uma amostra de 216 alunos de graduação dos dois cursos superiores da Faculdade A e 35 funcionários e professores de graduação. Após tabulação, os dados foram analisados no software SPSS, onde foram realizados testes estatísticos, tais como, o teste T Student, o teste Chi-Quadrado, o teste ANOVA, e Análise Fatorial. Através dos dois fatores extraídos e das variáveis trabalhadas, é importante destacar que houve diferença nas imagens percebidas pelos dois segmentos de público interno da Faculdade A. O estudo comparativo permitiu afirmar que a percepção da imagem organizacional da Faculdade A está mais próxima do Fator 1 Organização dinâmica e com visão estratégia, tanto para alunos de graduação quanto para funcionários e professores de graduação.