2nd ENEO - RAE. Impression management: searching for organizational legitimacy

Abstract

This article discusses how organizations use Impression Management to create images that provide legitimization in social space. A general model of legitimization process by the use of organizational IM is presented and discussed. Supported on the developed theoretical construction, ones argue that organizations undertake IM strategies and tactics to control key publics impressions and to obtain their endorsement and support. Ones argue that the strategies and tactics are implemented by corporate communication actions. This process cannot just be characterized by the acquisition, but also for the maintenance of a legitimated organizational image. Ones defends that the IM theory associated to the contributions from the corporate communication field can help and enrich the understanding of the process by which organizations obtain the legitimacy in their social spaces.