International Journal in Management & Social Science
Year : 2015, Volume : 3, Issue : 6
First page : ( 164) Last page : ( 171)
Online ISSN : 2321-1784.

Corporate Reputation Management: A Perspective

Kumar M. Dileep

Research Scholar Department of Studies in Communication and Journalism University of Mysore, Mysore, Karnataka, India

Online published on 22 June, 2018.

Abstract

Corporate reputation management has assumes great significance in the era of global corporatization. In India, both public and private undertaking corporate houses give a key priority for reputation management practitioners to selectively highlight legitimating features and unknowing facts of their corporations. Corporate reputation is shaped and influenced more by corporate communication strategies, corporate advertising, news media and other operational practices in our times. Corporate management scholars have observed that Reputation management and its strategies are usually referred to a big or multi-international company. They have the resources and the time to create ideas on improving and developing the corporate reputation, whereas smaller corporate companies are usually focused around the personality of the CEO in the competitive era. Corporate Reputation is one of the most important corporate assets and also very much difficult to protect according to communication and management scholars and professionals. Corporate reputation is important to modern corporations because it can provide a multiple of benefits including reduced financing, advertising and deliver costs, increased access to new strategic opportunities and partnerships, easy in recruiting skilled aspirants and also good will with stakeholders when something goes wrong. The paper primarily deals and highlights the different perception of scholars towards corporate reputation management based on comprehensive review of literature.

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Keywords

Corporate reputation, corporate advertising, news media, modern corporations, new strategic opportunities.

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