This summary is based on the second year course "Corporate Communication" from the International Business & Languages bachelor. It is based on the theory from the book: Corporate Reputation from Stuart Roper and Chris Fill.
Y2 Corporate Communication (Block 4) Denisa Galaskova, 0899566
Communication C Summary
PART 1 CORPORATE REPUTATION
Chapter 1 – The Rise of Corporate Reputation
24h mass media attention raised the need for REPUTATION MANAGEMENT
Reputation Management:
• New discipline managed at corporate level of organization
• Linked to companies/organizations
• Organized internally by corporate communication/reputation department/manager
• Organized externally by consulting agencies like:
o PR agencies (e.g. Edelman PR)
o Positioning groups
o Reputation groups
Reputation can be defined as:
Ø The opinions that are generally held about someone or something
Ø The perception of a company’s ability to meet the expectations of all its stakeholders
In general, a reputation is therefore a combination of views and impressions held by people
Corporate reputation is concerned with the overall estimation in which the organization is
held by its constituents
A reputation is a snapshot that reconciles the multiple images of an organization held by all
its constituents. It signals the overall attractiveness of the company to its employees,
consumers, investors and communities.
There are four elements that make a good reputation:
Credibility Reliability
Corporate Reputation
Trustworthiness Responsibility
Why do organizational reputations matter?
• To differentiate from their competitors
• To build relations with the public
• To reduce friction with government agencies and regulators
NOTE: Recovering reputation is rather difficult and therefore is a priority to management
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