Perception management is a term originated by the US military. The US Department of Defense (DOD) gives this definition:
Actions to convey and/or deny selected information and indicators to foreign audiences to influence their emotions, motives, and objective reasoning as well as to intelligence systems and leaders at all levels to influence official estimates, ultimately resulting in foreign behaviors and official actions favorable to the originator's objectives. In various ways, perception management combines truth projection, operations security, cover and deception, and psychological operations. "Perception" is defined as the "process by which individuals select, organize, and interpret the input from their senses to give meaning and order to the world around them". This definition overlaps with the higher-order perceptual processes as defined biologically (the lower-order biological processes are not susceptible to management; these low-level processes include underlying perceptual categorization performed prior to conscious categorization.). Components of perception include the perceiver, target of perception, and the situation. Factors that influence the perceiver include:
Schema: organization and interpretation of information based on past experiences and knowledge Motivational state: needs, values, and desires of a perceiver at the time of perception Mood: emotions of the perceiver at the time of perception Factors that influence the target include:
Ambiguity: a lack of clarity. If ambiguity increases, the perceiver may find it harder to form an accurate perception Social status: a person's real or perceived position in society or in an organization Impression management: an attempt to control the perceptions or impressions of others. Targets are likely to use impression management tactics when interacting with perceivers who have power over them. Several impression management tactics include behavioral matching between the target of perception and the perceiver, self-promotion (presenting one's self in a positive light), conforming to situational norms, appreciating others, or being consistent.
History The phrase "perception management" has often functioned as a euphemism for "an aspect of information warfare." A scholar in the field notes a distinction between "perception management" and public diplomacy, which "does not, as a rule, involve falsehood and deception, whereas these are important ingredients of perception management; the purpose is to get the other side to believe what one wishes it to believe, whatever the truth may be." The phrase "perception management" is filtering into common use as a synonym for "persuasion." Public relations firms now offer "perception management" as one of their services. Similarly, public officials who are being accused of shading the truth are now frequently charged with engaging in "perception management" when disseminating information to media or to the general public. Although perception management operations are typically carried out within the international arena between governments, and between governments and citizens, use of perception management techniques have become part of mainstream information management systems in many ways that do not concern military campaigns or government relations with citizenry. Businesses may even contract with other businesses to conduct perception management for them, or they may conduct it in-house with their public relations staff. As Stan Moore has written, "Just because truth has been omitted, does not mean that truth is not true. Just because reality has not been perceived, does not mean that it is not real."
Strategies There are nine strategies for perception management. According to Carlo Kopp, these include:
Preparation – Having clear goals and knowing the ideal position you want people to hold. Credibility – Make sure all of your information is consistent, often using prejudices or expectations to increase credibility. Multichannel support – Have multiple arguments and fabricated facts to reinforce your information. Centralized control – Employing entities such as propaganda ministries or bureaus. Security – The nature of the deception campaign is known by few. Flexibility – The deception campaign adapts and changes over time as needs change. Coordination – The organization or propaganda ministry is organized in a hierarchical pattern in order to maintain consistent and synchronized distribution of information. Concealment – Contradicting information is hidden. Untruthful statements – Fabricate the truth.
Organizational Organizations use perception management in daily internal and external interactions as well as prior to major product/strategy introductions and following events of crisis. Life cycle models of organizational development suggest that the growth and ultimate survival of a firm is dependent on how effectively business leaders navigate crisis, or crisis-like, events through their life cycles. As suggested by studies, organizational perception management involves actions that are designed and carried out by organizational spokespersons to influence audiences' perceptions of the organization. This definition is based on the understanding of four unique components of organizational perception management: perception of the organization; actions or tactics; organizational spokespersons; and organizational audiences. The organizational perceptions is further classified into three major forms namely organizational images, organizational reputation, and organizational identities.
Events Perception management is often used by an organization in the following major events:
Dealing with perception-threatening events: Include such events as scandals, accidents, product failures, controversial identity changes, upcoming performance reviews, and introduction of new identity or vision. Dealing with perception-enhancing events: Include such events as positive/negative ranking or rating by industry groups, overcoming hardships, and achievement of desired goals. Following are the examples of perception management in relation to specific organizations or communities:
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