Stages of the Image's Development : Russian PR-Science Approach

The paper is devoted to the analysis of the problem of the stages of the image development. The image of the company is not just the results of investing certain material resources and the work of the PR-agency. The development of image creation plan plays an important role in the formation of a positive image of the company. I.I. Reshetnikova identifies the following four stages of the image formation: сreating a foundation of the image; formation of the external image; creating an internal image; promoting an intangible image. Following these steps allows us to achieve the goal of creating the positive image of successful organizations in creating groups of the target audience. We distinguish five basic steps that need to be taken to create the image: formation of business principles; the development the purpose of creating a company; formation of corporate philosophy; identification the company's long-term goals; creation of standards of behavior and appearance. We made the conclusion that in order to build the positive image, we must clearly understand the significance of each of these steps and not miss them when developing a plan