Reputation Management Case Study

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A good corporate image and strategic communication are essentials for the organization’s reputation management in the 21st Century. Reputation becomes a potential mean that can affect the market value of the company and “an intangible asset of the firm” (Helm, 2007, p. 238; Gaultier-Gaillard & Louisot, 2006; Thiessen & Ingenhoff, 2011 p. 8). Good understanding of joint operations and use of different channels of media can help an organization that in crisis to retrieve confidence and market values (Gamage, 2016). To signify and increase the reputation, organizational values, vision, goals, and mission are required to be sent out to all groups of stakeholder accurately and effectively. This is because communication plays an indispensable role …show more content…

164). Corporate reputation management is a primary tool for managing a relationship with stakeholders by an organization (Cornelissen, 2014). This statement confirms the relationship between and the significant role of communication and reputation management in operational activities. Helm (2007) points out that the aim of reputation management should be at balancing disparities in reputation that occurred among groups of stakeholder. He furthered state that reputation should be built among the groups that hold less satisfaction of the …show more content…

Coombs (2007); Ulmer, Sellnow, & Seeger (2011) Šontaitė-Petkevičienė (2014) share a common agreement that crisis is a sudden, unexpected and uncertain event, and a threat and harm to stakeholders or public saftety, financial losses, and reputation damage. The cause of a crisis is oftentimes because of unethical actions are often the cause of a crisis and the organization’s ethical values was revealed when there is a crisis occurred (Ulmer, Sellnow, & Seeger, 2011). Crisis communication aims to address a crisis situation by collecting, processing and disseminating information (Coombs & Holladay, 2010). Conversely, (Benoit, 1995; Coombs, 1999) argue that crisis communication is basically a part of public relations (PR) and it is a requirement for organizations to repair damaged images after a crisis or disaster (as cited in Seeger,

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