Corporate Communications An International Journal · 2001 · 216 citations · 0 references
BusinessAccountingCorporate GovernanceCorporate ReportingCorporate Social ResponsibilityCorporate StrategyCorporate CommunicationCorporate Responsibility ReportingCorporate Social Responsibility ReportingCorporate TransparencyReputationReputation ManagementCorporate Brand ReputationCurated Data SetsLimited Data SetsOrganizational Reputation ManagementOrganizational Reputation MeasurementReputation CapitalReputation Monitoring SystemsReputational Capital
Considers how corporate reputation is most influenced by the actions of an organization rather than a successful (or otherwise) PR campaign. Then considers how a communication strategy can best influence reputation. It is important to avoid a monologue – deciding the message then conveying it with ruthless efficiency – and move to dialogue – knowing what matters to an audience and communicating on that level. Also discusses corporate social responsibility, familiarity versus favourability and the drivers of favourability among specific target audiences.