:: PERCEPTION MANAGEMENT ::

What is Perception Management?

Perception is a way of seeing, understanding or interpreting. In business, perceptions describe the way stakeholders perceive an enterprise or a brand, based on its actions and the behaviour of its people. To stakeholders, perception is their reality. Perceptions may be good or bad, depending on the experiences that stakeholder groups might have had when engaging with the organisation. We suggest that companies become more sensitive to these perceptions and work to address the perception gap – i.e. the gap that exists between stakeholder perceptions and the company’s ideal perceptions of itself. Hence, perceptions have to be managed to ensure that a sound reputation of the organisation is nurtured. Perceptual assets are intangible but nevertheless valuable. By managing perceptions, an enterprise builds reputational value.

How do you manage perceptions? Can perceptions be managed?

The answer is yes! Typically, the process would begin with a Stakeholder Perception Audit to gauge perceptions held by key stakeholder groups towards the organisation. Following from that, the organisation would commit to addressing each key issue of perception, identifying perception gaps where they exist and implementing appropriate change programmes. Meanwhile, the task of communicating messages begins, messages founded on truth and fact. Over time, the leadership succeeds in growing the enterprise into an organisation whose values represent those sought by its key stakeholder groups. Essentially, there must be interest in feedback and a commitment to addressing the issues raised in the interest of changing negative perceptions to positive ones.

Is Perception Management similar to public relations?

Yes and no. It is similar to PR in that we are all concerned with reputation. In traditional PR practice, however, insufficient attention is given to the view from the outside. Oftentimes, PR and communication campaigns address the needs of the enterprise with the result that messages are one-way and directed from the inside-out. To be truly effective, messages must consider the needs of the stakeholders and be strategic. They have to be focused on their value in changing perceptions. Managing perceptions means communicating with an outside-in perspective.

What kind of services can our organisation expect from you?

We work in teams. Each client would have access to at least two consultants at any one time. We assign our consultants to an account by identifying the ‘fit’ between client’s needs and consultant’s talents. The account would be managed and led by a Head of Practice who is a Senior Consultant with at least five years of PR experience. He or she would be supported by a younger consultant or senior PR executive in fulfilling the agreed requirements. Clients also have access to the Director of Client Services and the Principal Consultant as well as a panel of senior resource consultants with specific specialisms whenever necessary.

How frequently do we have access to the Principal Consultant?

Our principal consultant is always available to our clients and meets with them regularly along with client-teams but also on a one-on-one basis. Some clients need the presence of the principal consultant more than others.

How do you charge for your services?

We have different charge-out schemes:

•	We offer an hourly rate for specific one-off assignments such as speechwriting, copy development or crisis management. Our rates begin at RM350.00 per hour for the services of a senior PR executive to RM850.00 per hour for the services of the Principal Consultant.
•	We offer half-day and full-day rates for workshops, coaching sessions and training programmes. These begin at RM8,000.00 per half day and RM15,000.00 per full day for the services of two senior facilitators, supported by a training coordinator and/or consultant.
•	Project Fees may be considered, depending upon scope of work for eg. A fee of RM12,000.00 would typically be charged for a one-off press conference; RM180,000.00 for a full-blown Stakeholder Perception Audit of 120 respondents drawn from a variety of target sectors.
•	We also work on a Retainer basis for periods of six months or more, with Retainer Fees ranging from RM8,000.00 to RM20,000.00 per month for a prescribed range of services and activities.
•	All these are professional fees, and do not include 5% GST and out-of-pocket expenses.

Do you have international affiliation? Would you be able to assist us in other markets?

We have a base in London with a dedicated team that can service Europe. We have access to independents in various markets through the network of the International Public Relations Association of which our principal consultant serves as a board member. We also have non-exclusive affiliations and working arrangements with other consultancies in parts of Asia.

How qualified are your consultants?

All our consultants have had at least 4 years of consulting experience in either public relations or a related discipline. Many of them have majored in PR or Communications although some come to us from finance or the media. Our PR executives who support our consultants may have fewer years of work experience behind them but all undergo our rigorous in-house training and apprenticeship programme.

How do you ensure quality control?

We have various stages of monitoring quality. Heads of Practice take full responsibility for deliverables to client. Our Director of Client Services tracks practice deliverables and key message quality. We also have a full-time Editorial Consultant, whose job it is to ensure all client copy is of an acceptable standard. In addition, we encourage our consultants to work with their clients to calendarise client activities and our institutionalised Tuesday Breakfast Meeting is useful for tracking progress, identifying shortfalls and allocating additional resources.

How do we know that sufficient time is being spent on our account?

Our consultants fill in daily time sheets that are summarised weekly and can be made available at client request. Our Monthly and/or Project Reports also provide time summary inputs.

How do we measure the value of PR and communication activities?

PR Measurement has become critical as companies turn to investing more in PR over advertising to build their brands and manage the perceptions of their stakeholders. There are various tools – from the simple content analysis of resultant PR-led media coverage to in-depth focus group sessions. Essentially, there should be agreement between the client and consultant about what the expected outcome of PR investment should be at the very outset