In fact, you may be thinking that a great deal is being made of very little
in crafting such specific differences in these constructs. In many ways this
is true, but for academics these differences are important. They permit
looking at aspects of corporate strategy and how both the internal and
external audiences and stakeholders of a company ‘ see ’ that company.
From a manager ’ s perspective, understanding that their company may
be seen in different lights by different people, and for different reasons,
should help in developing an effective overall communications program
to position the company in the minds of its audiences. Each of these three
ways of ‘ seeing ’ a company must be accounted for in a firm ’ s IMC.