Measuring corporate reputation
Corporate Communications: An International Journal
ISSN: 1356-3289
Article publication date: 1 March 2001
Abstract
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.
Keywords
Citation
Lewis, S. (2001), "Measuring corporate reputation", Corporate Communications: An International Journal, Vol. 6 No. 1, pp. 31-35. https://doi.org/10.1108/13563280110381198
Publisher
:MCB UP Ltd
Copyright © 2001, MCB UP Limited