PERSONAL MEDIA AND CORPORATE IMAGE

Abstract

          The purposes of this study are 1) to study the role of the personal media and their influences on the organization; and 2) to study about selected famous personal media, using the “Purposive Sampling.” The researcher then conducted in-depth interviews with ten samplings, along with processing the content analysis to meet the objectives of this study. The study finds that 1) To successfully persuade the target audiences and to efficiently create mutual understandings among the target, many large organizations need to convey their information through the personal media. The main reason is that personal media can tell the organization’s stories, create awareness, and attracted the target audiences using their traits. Personal media are also served as corporate ambassadors, who can represent the organizational image vividly. 2) Today, organizations are not only using celebrities as their endorsers, but they are also promoting CEOs or Executives as the personal media, through their public appearances during the organization’s activities. The organization’s personal media need to maintain their good reputation, because their fame reflects the organization’s image strongly.