An analysis of reputation theories and their usefulness in the practice of public relations and corporate communication.
Written in 2008; 3,210 words; 27 sources; APA; $ 92.95
Paper Summary:
This paper examines the main models and paradigms of corporate reputation management, and reviews the definitions that have been attributed to corporate image, identity and reputation. The paper explains that, although reputation appears to have many different components, including communication, the relationship between corporate reputation and public relations/corporate communications needs to be further developed. The paper discusses direct outcomes of successful reputation management for business in general and public relations in particular. The paper also provides a brief overview of the new challenges for public relations raised by new technologies around corporate reputation management.
From the Paper:
"The different concepts around corporate reputation have been widely discussed by scholars, who have suggested different models over the years, which developed confusions about the real signification of terms related to this domain. One of the first main theoretical foundations is associated to Kennedy's work, in which she developed in 1977 a first model that described the concept of corporate image and analysed how it was formed. She recognized that it could be manufactured and stated that there was an "oscillation between the company image being considered an objective reality or entire fabrication" (Kennedy, 1977, p. 124). She established the importance of "the company personnel perception of the company" in a global approach that she called "the total corporate image" and which she clearly differentiated from visual identity, although she and other researchers considered it as part of the whole."
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