МЕДИАИМИДЖ КОРПОРАТИВНОГО ЛИДЕРА: КЛАССИФИКАЦИЯ И ДИАГНОСТИЧЕСКИЕ КРИТЕРИИ

Abstract

The formation of a media image today takes place in the special conditions of the modern public environment functioning, in the situation of the mediatization of public space. Diagnostics of the actual media image of a chief executive is considered as an important part of the organization’s communication audit. Using the example of publications in the media, social networks and other open sources of information and mentions of the heads of PJSC Gazprom gas production subsidiaries in the media, the current characteristics of the media image of the company’s chief executive were identified and diagnostic criteria for its correction were proposed. It is established that the image of the head has a significant impact on the image of the organization and is an integral part of it. One of the important components of a corporate leaders’ professionogram is their media images as necessary components of the leaders’ personal image. A well-designed image of the head of an organization, including media image, is able to legitimize high incomes, use the right to make difficult decisions and ensure the stability of the company's reputation in crisis situations. The presented method of diagnosing the media image of the chief executive of the company allows us to identify not only quantitative and qualitative indicators of the media representation of a person, but also to identify the type of media image. The article highlights such types of media image (as the image of a public person that has developed in the mass media) as active, passive, situational / reactive.