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. 368). While thereare many recent examples of organisations whose leadership and business practice behaviourshave destroyed their reputations, such as Enron, Arthur Andersen, Tyco and WorldCom, thepositive case for Reputation is that it has fostered continued expansion of old stagers like Johnson& Johnson and Philips, and innovators such as Cisco Systems, who top recent rankings of themost respected organisations in the US and is evident is that Reputation does not occur by chance.]

These three terms are sometimes used interchangeably – brand and image; image and reputation. Van Riel and Berens say, ‘corporate identity can be defined as a company’s self-presentation, that is, the managed cues or signals that an organisation offers about itself to stakeholders’ (2001, p.

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  Management, Corporate, Chapter, Reputation, Image, Chapter 13 reputation management corporate image, Image and reputation

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