This website uses cookies to ensure you have the best experience. Learn more

Public Relations And Corporate Reputation Essay

3326 words - 13 pages

As recent corporate events have made it clear, an organization’s reputation is of paramount importance to its success as well as survival. This is because the happenings leave the corporate credibility at stake while public mistrust spills over into investment markets. As such, there is a need to restore public faith. Reputation accounts for a large portion of a company’s market capitalization and is one of its most important long term assets. It impacts the organization in several ways including stock price as well as the ability to attract and retain customers and employees (Michael and Judy, 2008). Organizational reputation is seen in such factors as the quality of products and services it offers, earnings and business performance, level of integrity in business practices, stability and fairness as an employer, involvement in local communities as well as the degree of honesty and openness. However, with the increased distrust of corporate world, corporate credibility is of paramount importance. Companies today must realize that they are at the mercy of the public (external environment). There is growing realization of the need to foster a good reputation through development of positive relationships with the various components of the external environment. It is for this reason that reputation management has become an integral part of public relations in organizations. Is reputation management an adequate description of the role of public relations in contemporary organizations? This paper aims at analyzing the role of modern public relations with emphasis on its contribution to the achievement of marketing and other organization goals.
Reputation management
As the name suggests, reputation management implies managing the reputation of the organization. It involves ensuring that the general estimation in which the organization is held by the public is not put at stake. It is the process of tracking an organizations actions as well as other entities and stakeholders opinions about the actions, reporting on the actions as well as opinions and reacting to the reports. It involves managing the reputation of an organization of any size whether a large one with an intension of self promotion or a recently established company that wants to make its name known. There are three types of reputation management namely;
Building reputation management- which involves building the reputation for a business that has just been established. It involves both building a good reputation for the business and maintaining it.
Maintenance reputation management aims at keeping an organizations good image superior in the eyes of the general public (Edward, 2004). It is meant for companies that are already established and have good reputation already.
Recovery reputation management- this kind of reputation management is meant for companies that have gotten a bad reputation for any reason.
Reputation management is an integral part of public relations and plays a...

Find Another Essay On Public Relations and Corporate Reputation

Public Relations and Strategic Marketing at BMW

2330 words - 9 pages Public Relations Opportunity Public Relations or PR for short can help launch a new products sells and promotions or destroy it before a company can move it from the shelf. New companies and consumers tend to mistake Public Relations as advertising when in fact they are polar opposites. When a company advertises they pay to promote the products on TV, radio, or some type of media support. Public Relations, however the company may reap the

Goals of Advertisment and Public Relations

1723 words - 7 pages . Public Relations- This method seeks to establish a beneficial relationship between your company and it’s various segments of clientele. The two main methods above I think would be appropriate for your product would be that of advertising and sales promotion for the simple reason that the target audience that has been described does not really distrust advertising. In fact advertising to them means learning about new products that could

The Relationship Between Public Relations Professionals and Journalism

1803 words - 8 pages relations specialists as obstructionists, and as looking to increase reputation. However, Stephen Lamble, author of ‘News as It Happens’, indicates in his book the belief that some journalists have “an unhealthy dependence on media releases”. As an original source, media releases have a higher value in news, which perhaps explains this dependency. Kopenhaver also infers that public relations specialists ought to practice the spread of data

Third-Person Effect in Public Relations and Social Comparison Theory

630 words - 3 pages McKenna Miller COMM 3050 Hyun Soon Park and Charles T. Salmon, Third-Person Effect in Public Relations Thesis: The study examines third-person effects in a news release, which could be different from other media content already studied. “This study explores the third-person effect in public relations and examines situational variables such as a message topic, message valence, perceived desirability of being affected by the message, and receiver

Successful and Unsuccessful Spin Doctoring Case in Public Relations

1451 words - 6 pages This essay focuses on how spin doctoring became a phenomenon among public relations, journalists, politician and even a massive campaign. This essay considers the tool used by the spin doctoring team to engage and steer public opinion. Spin team must have a strategy in using each tool and we will discuss how this strategy affected how well the result will be. Overall, this essay has been written to show two spin teams use different spin tools in

Administrative Actions-Communications and School Community Relations - University of North Texas/School Communications and Public Relations - Essay

1808 words - 8 pages Caroline Ray EDLE 5610 Final Exam Actions Related to Communications and School-Community Relations Update Crisis Management Plan As new principal of an elementary school, some of my first priorities will be to research district expectations for our school’s crisis management plan and form a committee to update our current plan. With help from my committee, I will assess our crisis management plan and determine if our current needs are being met

Functions of Public Relations: Explain the organizational and societal functions of PR

726 words - 3 pages message because much of the public would scoff at it unless it is communicated effectively.A lot of these negative feelings are due to the record profits that the oil companies have been enjoying lately. There is growing distrust because of the war in Iraq, the ties that both President Bush and Vice President Chenney have to the oil industry, and the numerous cases of corporate greed and scandal that have dominated the news in the last couple of

Case Study: Evaluating the use and role of English in the Public Relations Industry

1080 words - 5 pages good reputation for the company, while marketing merely focuses on the customers, sales and market. In order to achieve their aims, the public relations industry always involves interacting with the media, which may include television, radio, website, social networking, to communicate with the stakeholders and build a goodwill for the company. This essay will be focusing on exploring and evaluating the use and role of English in the Public Relation

Successful and Unsuccessful Spin Doctoring Case in Public Relations; Who wins who loses on being transparent?

1195 words - 5 pages ). Spin Doctoring: The Art of Public Relations. The media and political process (2ed., p. 81). London: SAGE. Stampler, L. (2013, May 23). How Dove's 'Real Beauty Sketches' Became The Most Viral Video Ad Of All Time | Business Insider. Retrieved April 25, 2014, from http://www.businessinsider.com.au/how-doves-real-beauty-sketches-became-the-most-viral-ad-video-of-all-time-2013-5 Tempo (2014, January 20). 7 Ekspresi Sewot Ani SBY di Instagram

Identify and critically assess the application of key Indigenous protocols in the Australian Public Relations (PR) Industry

2804 words - 11 pages 1 IntroductionThis report intends to identify and critically assess the application of key Indigenous protocols in the Public Relations (PR) Industry, and in doing so determine whether genuine attempts have been made in the PR sector to respond to Indigenous concerns which relate to the themes of•Representation and Identity•Social Justice, Human Rights and Indigenous Voices.These themes are vitally important to the increased

Title:PR Summary Paper Re:current trends in the global community as it relates to Public Relations discusses the publicity and advertising in terms of their impact on publics

1891 words - 8 pages products, and to win elections or legislative battles. The majority of public relations workers are staff employees working within a corporate or institutional framework. Others operate in public relations counseling firms. In industry, public relations personnel keep management informed of changes in the opinions of various publics (that is, the groups of people whose support is needed): employees, stockholders, customers, suppliers, dealers, the

Similar Essays

Public Relations And You Tube Essay

1525 words - 6 pages Within the industry, YouTube has become one of the most influential ways to promote services, the environment of the company, as well as feedback and travel experiences from a variety of customers. Public Relations practitioners are starting to avoid pitching to reporters and going directly to consumers. It has been reported that YouTube is likely to serve more than 75 billion video streams to around 375 million unique visitors during 2009

Airports And Public Relations Essay

1161 words - 5 pages Good public relationships today can mean huge traveler percentage tomorrow.Public relations by an airport manager are ?the management function that attempts to create goodwill for an organization and its products, services, or ideals with groups of people who can affect its present and future welfare. (Wells et al, 2004)? In simple terms, the relationship of the airport and the general public. The public can judge every aspect of the airport and

Public Relations And Democratic Communications Essay

3050 words - 12 pages and cooperation between an organization and its publics, but also manage to keep informed on and responsive to public opinions (Harlow, 1976: 36). In other words, public relations helps an organization and its publics adapt to each other mutually. Moreover, in order to gain support and understanding from certain publics and influence their opinion and behaviour, public image and reputation are the key elements primarily concentrated by the

Corporate Invasion And Public Supervision Essay

1628 words - 7 pages has evidence that they are a possible endangerment to the people around them. Perhaps such evidence that shows the person has been looking up ways to create bombs or poison, how to get children alone in public spaces, child pornography, how to steal another person’s identity, how to hack personal accounts (banking, email, business sites, etc.), and any sort of uncommon communication referring to the harm other individuals in multiple ways