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Importance of the Public Image Public image refers to how a company is viewed by its customers, suppliers, and stockholders , by the financial community, by the communities in which it operates, and by the federal and local governments. Public image is controllable to a extent, just as the product, price, place, and promotional efforts are. A firms public image a vital role in the attractiveness of the firm and its products to employees, customers, to such outsiders as stockholders, suppliers, creditors , government officials, as well as special groups. With some things it is impossible to satisfy all the diverse publics: for example, a new highly automated plant may meet the of creditors and stockholders, but it will undoubtedly find resistance from employees who see their threatened. On the other hand, high-quality products and service standards should bring almost complete approval, low quality products and false claims would be widely looked down upon. A firms public image, it is good, should be treasured and protected. It is a asset that usually is built up over a long and satisfying relationship of a firm with its publics. If a firm has a quality image, this is not easily countered or imitated by competitors. an image may enable a firm to charge higher prices, to woo the best distributors and dealers, to attract the best employees, to the most favorable creditor relationships and lowest borrowing costs. It should also allow the firms stock to command a higher price-earnings ratio than other firms in the same industry such a good reputation and public image. | 
