Reputation Management

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  • Created by: charlotte
  • Created on: 10-04-14 16:52

What is reputation?

Jacquie L'Etang

'Reputation may be seen as a generalised public opinion'

'Reputation is in a constant dynamic process of evolution, subject to review and re-evaluation'

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CIPR with regards to Reputation

'Public relations is about reputation'

'Public relations is the discipline which looks after reputation'

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Organisations Reputation

  • What it does --> Brand Values
  • What it says --> Brand Identity
  • What others say about it --> Brand Image
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Jeffrey T. Resnick

'Reputation is associated with trust'

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How PR Manages Reputation

  • Understanding existing reputation
  • Understanding how/if want and needs to change
  • Sustaining on-going relationships with audiences
  • Corporate social responsibility
  • Consideration of identity
  • Crisis management
  • Planning and research
  • Issues management
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How to Measure Reputation

MORI, Stewart Lewis, evaluates familiarity and favourability amongst audiences:

  • Familiarity
    • Knowing the organisation
  • Favourability
    • Factors that influence an audiences favourable view of an organisation
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Coombs and Holladay

Reputation Management allows:

  • Attracting customers and increasing sales
  • Generating positive news coverage and comments from financial analysts
  • Motivating employees/job satisfaction
  • Attracting top employee talent
  • Generating investment interest
  • Improving financial performance
  • 'Credit' for bad times
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Balmer, John and Grey, Edmund

'Reputation evolves over time as a result of consistent performance reinforced by three types of communication:

  • Primary Communication
    • Products and services
    • Market behaviour
    • Behaviour towards employees
    • Employees behaviour towards other stakeholders
    • Non-market behaviour
  • Secondary Communication
    • Formal, corporate and communications
    • Visual identification systems
  • Tertiary Communications
    • Word-of-mouth
    • Media interpretation and spin
    • Competitors - communication and spin
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Why Does Reputation Need Management


  • Brand lives up to audience expectations, including own expectations (ethical conduct)
  • Responding to audience 'needs and wants'
  • Prevent or defend against attack
  • Growth and change
  • Success
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Growth of Online Reputation Management

  • Criticism of industry
    • Creating a problem so they can fix it
    • 'Blackmailing' clients so content disappears and reappears
    • Illegal or unseemly online behaviour
  • Ethical PR function
    • Improve reputation through consistent and honset representation
    • Protect reputation by addressing factual inaccuracies through education
    • Reputation management NOT manipulation
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Murray, K and White, J

'To influence an organisation's behaviour PR needs to have a strategic role in companies - to operate at the highest levels and to function as the conscience and radar of an organisation'

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Challenges of Managing Reputation

  • Speed of communications
  • Globalisation of communications
  • Channel proliferation
  • Shift to consumer power
  • Increased regulation
  • Tabloidisation of business reporting
  • Declining levels of trust
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