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.)]

reputation is a slow-build proposition’ (Wheeler, 2001, p. 8). His six reputation components are: • Be obsessed with your product or service: Nothing comes close to superior product quality in influencing the way people feel about your organisation. • Deserve confidence: Lead from the front and engender trust from employees and customers.

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