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The image may be just what it is - favorable or not. The image can not be "invented" or "polished", although it could be changed.

If due to poor organization, poor quality products or services, was formed a negative opinion in society, it can be changed for better only if it "deserved" a better organization, more qualitative products and services.

Can not be claimed that one thing is good, if it's not, because the fraud will be revealed soon or later.

There are several types of image that are considered when planning PR campaigns:

The image can be changed when changing the policy or activities of an organization. It can evolve, as the society and people learn more and more about his subject.

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