Chapter 13 Reputation Management; Corporate Image …

Chapter 13 Reputation management : Corporate Image and CommunicationTom Watson1 and Philip J. Kitchen21 [Bournemouth University2 [Hull University Business School]Introduction Never do anything you wouldn t want to be caught dead doing. Actor John Carradine advisinghis actor son, was, is, and always will be of immense importance to organisations, whethercommercial, governmental or not-for-profit. To reach their goals, stay competitive and prosper,good Reputation paves the organisational path to acceptance and approval by stakeholders. Evenorganisations operating in difficult ethical environments perhaps self-created need to sustain apositive Reputation where and Druckenmiller argue that organisations increasingly recognize the importance ofcorporate Reputation to achieve business goals and stay competitive (2004, p.)]

(Compact Oxford English Dictionary, 2009) Overall quality or character as seen or judged by people in general . . . a place in public esteem or regard : good name. (Merriam-Webster) In the corporate world, reputation is seen as a major element of an organisation’s provenance alongside and included in financial performance and innovation.

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