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Enhancing Corporate Reputation: Strategies for Effective Reputation Management

Explore the key elements of corporate reputation management, covering emotional appeal, financial performance, vision and leadership, social responsibility, workplace environment, and products/services.

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Enhancing Corporate Reputation: Strategies for Effective Reputation Management

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  1. presents Reputation Management By Larry Chonko, Ph.D.The University of Texas at Arlington

  2. Reputation Management CORPORATE REPUTATION • Emotional Appeal • Products and Services • Vision and Leadership • Workplace Environment • Financial Performance • Social Responsibility

  3. Reputation Management CORPORATE REPUTATION FINANCIAL PERFORMANCE • Record of profitability • Looks like a low risk investment • Strong prospects for future growth • Tends to outperform its competitors VISION AND LEADERSHIP • Has excellent leadership • Has a clear vision for the future • Recognizes/takes advantage of market opportunities SOCIAL RESPONSIBILITY • Supports good causes • Environmentally responsible • Treats people well CORPORATE REPUTATION EMOTIONAL APPEAL • Good feeling about the company • Admire and respect the company • Trust the company WORKPLACE ENVIRONMENT • Is well-managed • Looks like a good company to work for • Looks like it has good employees PRODUCTS AND SERVICES • Stands behind products/services • Offers high quality products/services • Develops innovative products/services • Offers products/services that are of good value

  4. Reputation Management DEVELOPING A STRONG REPUTATION • Distinctiveness • Focus • Consistency • Identity • Transparency

  5. Reputation Management PERSONAL REPUTATION • How do you manage your reputation?

  6. Reputation Management BEING IN CONTROL • What do students do to put themselves at the mercy of others’ perceptions?

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