THE TARNISHED IMAGE OF BUSINESS - SOME THOUGHTS FOR IMPROVING IT

SURVEYS THAT SHOW THE PUBLIC CRITICAL OF BUSINESS ARE VALID MEASURES OF PUBLIC ATTITUDES. SUCH SURVEYS, HOWEVER, ARE MEASURING SOMETHING FAR LARGER THAN ATTITUDES TOWARDS BUSINESS ALONE, NAMELY, THE ECONOMIC MOOD OF THE COUNTRY. AS THE ECONOMIC OUTLOOK IMPROVES, HOSTILITY TOWARD BUSINESS WILL DECLINE. NEVERTHELESS, BUSINESS HAS UNIQUE IMAGE PROBLEMS THAT ARE INDEPENDENT OF THE ECONOMIC MOOD OF THE PUBLIC. THE GREATEST PUBLIC CRITICISM OF BUSINESS CENTERS ON REASONABLE PROFITS, PARTICULARLY SINCE A SOCIETAL VALUE TO PROFITS IS NOT RECOGNIZED. THERE IS A FACELESSNESS TO BUSINESS THAT RENDERS ITS COMMUNICATIONS LESS EFFECTIVE THAN THOSE OF OTHER INSTITUTIONS. BUSINESS HAS NEVER PLACED ANY PARTICULAR PREMIUM ON THE KINDS OF QUALITIES THAT MAKE A PERSON GOOD ON TELEVISION OR GOOD ON A PUBLIC STAGE. HOWEVER, IN NOT TOO MANY YEARS, ENLIGHTENED CORPORATIONS WILL MAKE SUCH QUALITIES A HIGH PRIORITY JOB REQUISITE.