Article2000

Practitioner perceptions of corporate reputation: an empirical investigation

139 citations0/0 files storedCorporate Communications An International Journal

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Corporate Identity and Reputation Corporate Social Responsibility Reporting Public Relations and Crisis Communication

Abstract

Owner‐managers or managing directors of 106 UK public relations consultancies completed a questionnaire concerning the extent of their firms’ client reputation management activities and their attitudes and opinions about reputational work. The results suggested widespread interest in the concept and practice of reputation management as an area of activity separate and distinct from other aspects of PR. However, respondents expressed concerns about the existence of barriers to the implementation of reputation management programmes within client companies. The executives most likely to agree with the “academic” definition of corporate reputation were those whose consultancies offered a large number of reputation management services; who believed that the demand for these services was about to rise; and who clearly distinguished between reputational and general PR activities. Only a small percentage of the sample disagreed with the proposition that most innovations in the field of reputation management were attributable to practitioners rather than academics.

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References

1959The Sociological Imagination 1990WHAT'S IN A NAME? REPUTATION BUILDING AND CORPORATE STRATEGY.1977Marketing Research: Methodological Foundations 1996Reputation: Realizing Value from the Corporate Image 1988Reputation and corporate strategy: A review of recent theory and applications 1997Relations between organizational culture, identity and image 1997The Reputational Landscape 1998Managing Corporate Image and Corporate Reputation

Cited by

2004Corporate reputation – a value creating strategy 2003Can SMEs “do” CSR? A practitioner’s view of the ways small‐ and medium‐sized enterprises are able to manage reputation through corporate social responsibility 2009Corporate marketing: apocalypse, advent and epiphany 2013Being highly internationalised strengthens your reputation: an empirical investigation of top higher education institutions 2009Examining corporate reputation judgments with generalizability theory.2014Drivers of customers’ switching behaviour in Indian banking industry

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