ENT 630: It's a Jungle in There

Week 7 Blog: Ch. 23 Managing Perception for Maximum Impact

Week 7 Blog: Ch. 23 Managing Perception for Maximum Impact


Perception management – “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 officialestimates, ultimately resulting in foreign behaviors and official actions favorable to the originator’s objectives. In variousways, perception management combines truth projection, operations security, cover and deception, and psychologicaloperations. See also psychological operations.”

The idea of perception management is to keep a positive perception of your company to customers. It follows the idea of if you can’t beat them, join them. In It’s a Jungle in There, Schussler gives an example of a time when they had protestors outside the building protesting them having live parrots in the restaurant, they were from an organization called PETA. Schussler loved his birds and had raised them from babies, he too was also a PETA member. So when they showed the protestors that they were on their side, the protestors stopped. In another scenario that Schussler provided, he explained how there were picketers outside because of a campaign fundraiser at one of his locations. He realized how this would look bad for his business so he gave them a positive impression of the company by offering them hot chocolate and cookies on a very cold day. After they realized how nice the place was they decided to leave. And it ended up being good publicity for his restaurant, that people noticed how well he treated these picketers. Perception management is important to keep a positive impression of your business, regardless of the situation. “Image is important when you are trying to create the appropriate mind-set. Perception management is a way you, as an entrepreneur, can shape your image to fit the way you want to be perceived by others.”- Schussler

“Benefits of Perception Management and Maintenance

  • Steady revenue
  • Reduction of inconsistencies, especially during growth
  • Consistency in your work product and service
  • Credible business image and reputation
  • Intrinsic value in your business that increases your marketability
  • Client retention
  • Abundance of referrals
  • Productive employees
  • Employee retention
  • Excellent corporate culture
  • Longevity” – True Perceptions


True perceptions article says to maintain perception management you will need a solid foundation with a consistent business image. An intangible internal image, as well as a tangible internal image, an external image and a tangible external image. And an overall business image which will result in the perception of the customer.

“Get rich in the dark” Schussler said is something that he lives by. This means to be quiet about what you earn and if your company is successful, because people will try to take advantage of that and sabotage those who flaunt their wealth. Even if it is hard earned money, people have something against people with money, somehow see it as unfair. When if it were the other way around those people wouldn’t be thinking that.



perception management. (n.d.) Dictionary of Military and Associated Terms. (2005). Retrieved December 1 2016 from http://www.thefreedictionary.com/perception+management

Schussler, Steven and Karlins, Marvin. It’s A Jungle in There. New York: Sterling, 2010. Print.

Anything Worth Building is Worth Protecting, Services: Perception Management & Maintenance. http://www.trueperceptions.com/service_perception.html. Copyright 2000-2015


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