Aksakals" are surrounded by respect, they say about them "they know a lot, they have seen a lot." They rarely appear in public, they are reserved in their statements.
Pros
Their appearance is always noticeable.
Cons
Caution makes their statements predictable and uninformative.
They are characterized by conservatism.
SCAN recommends:
If your management is of this type, then you have a big advantage: any news item commented on by an "old-timer" gains weight. Use this by inviting the top to the public arena more often to comment on the most important events.
7. Servant and Master
Example: Sergey Chemezov (Rostec)
This type combines two roles: servants - because they are colombia mobile database emphatically loyal to the authorities, and masters - because they themselves represent the authorities.
Pros
Such persons are a godsend for specialists involved in GR positioning.
Cons
They play the same game, so they can be predictable.
Typically, audiences don't have much trust in leaders of this type.
SCAN recommends:
Even during periods of serious political crises, there is always room for a positive agenda. Broadcast your business values to the media, create an image of the future and talk about how you will move towards this image. Especially if you have manufacturing plants in regions where people especially value confidence in the future.
In reality, pure images are rare; most often, one person combines the features of several types. And sometimes it is even worthwhile to specifically add new characteristics to the image. For example, if a “visionary” sometimes acts as an “expert,” then the image of a long-term strategist can be formed: he does not simply throw out pictures of the future, but also shows how they are formed in the conditions of the present.
There may also be risky combinations of images. For example, when an "elder" and a "duelist" converge in one person, and the respected person suddenly starts to squabble. Or when the same "elder" suddenly starts to play "one of the guys" - such excessive flirting is unlikely to help build a reputation.
Communication services cannot change the basic core of personality, but they can influence other aspects of the perception of the company leader:
social subtext (for example, conspicuous consumption, which may be perceived negatively by the audience);
key messages (it is important that they are focused and easy for the audience to read);
external image (informal style of clothing or, on the contrary, a verified business style).
It is important to remember that any classification is a strong simplification, real life consists of halftones and seems to deliberately strive to go beyond any typology. And the task of PR services is to understand well how to neutralize negative manifestations of personality and where to use its strengths. We hope that our article will help you with this.