R. Gopalakrishnan in Madras
IT CAN perhaps be said of organisations that, as in the case of individuals, they have three identities: what they are, what they think they are and what others think they are.
Very often the three identities do not coincide. And it is in the interest of the organisation concerned - be it an industrial/commercial undertaking, service sector company or non- business (political, social, cultural, ethnic etc) body - to know what its `image' is, so that it could take corrective steps in terms of its own objectives.
Such `images' are of two kinds - one that prevails within the business/organisation concerned and another that prevails outside, embracing various sections of the public that could be described collectively as ``stakeholders''.
The internal image largely relates to perceptions about the organisation held by employees/executives in the case of businesses and perceptions held by leaders/members/office-bearers in the case of non-commercial organisations.
Paris NGO studies Ammas moody staff 
