| Abstract: | This paper examines both the direct and indirect effects of images of corporate social performance on internal stakeholders. The authors suggest that public affairs managers must be particularly concerned about the ways in which images that are intended for and projected at external stakeholders are reflected back to internal stakeholders. In this new era of extremely tight labour markets, minimal corporate loyalty and high job mobility, public affairs efforts will increasingly impact upon a firm's employees. By monitoring this process, managers may more quickly identify the moment when internal stakeholders have developed a perception that differs from their original intent. This will allow managers to make a better job of maintaining a consistent image of the firm both inside and outside, and of managing the culture of the firm and its key human resources. Copyright © 2001 Henry Stewart Publications |
