impression management

Impression management theory
Impression management (IM) theory states that any individual or organization must establish and maintain impressions that are congruent with the perceptions they want to convey to their publics. From both a communications and public relations viewpoint, the theory of impression management encompasses the vital ways in which one establishes and communicates this congruence between personal or organizational goals and their intended actions which create public perception.
The idea that perception is reality is the basis for this sociological and social psychology theory[citation needed], which is framed around the presumption that the other’s perceptions of you or your organization become the reality from which they form ideas and the basis for intended behaviors.