Reputation Management
REPUTATION MANAGEMENT
The Role of Public Relations
CONTENTS
Executive Summary
Reputation
Importance of Public Relations
Managing Ones Reputation
Case Study * Jodi Gordon * Pacific Brands
Reference List
Appendix
EXECUTIVE SUMMARY
Reputation is a logical and rational process as opposed to the connection to a brand and its image, which is largely emotional. It is a concept that exists around is influenced by action and what companies do, not what they say. It is ever changing and requires constant management.
PR is all about communication and relationships and as a PR expert it is important to identify the key stakeholders as they have the most influence on the reputation of a business or organisation.
Managing an organisations reputation requires expertise. These expertises are carried out by a CEO of an organisation who encourages its stakeholders to perform strategically in order to maintain and build a successful reputation.
The cases of both Jodi Gordon and Pacific Brands demonstrate the great need for PR and reputation management and how important the role of a PR expert is.
REPUTATION
The concept of reputation is often confused with that of brand image, as there are great similarities between the two. The key difference though as suggested by Jim Macnamara ( 2005, pg 203) is that reputation is largely a perception of something based on rational and logic as apposed to an emotional connection that exists between a brand and its audience
The Body Shop demonstrates this very well. The Body Shop’s skin care range, according to market research, does not rate as highly as other brands in its sector when it comes to quality yet it still manages to outsell them. This is due to their great reputation of providing products that are not only environmentally friendly, but are not tested on animals. This alone emphasises that reputation is an entity all on its own. (Macnamara, 2005. pg 204)
Most importantly it is vital to
The Role of Public Relations
CONTENTS
Executive Summary
Reputation
Importance of Public Relations
Managing Ones Reputation
Case Study * Jodi Gordon * Pacific Brands
Reference List
Appendix
EXECUTIVE SUMMARY
Reputation is a logical and rational process as opposed to the connection to a brand and its image, which is largely emotional. It is a concept that exists around is influenced by action and what companies do, not what they say. It is ever changing and requires constant management.
PR is all about communication and relationships and as a PR expert it is important to identify the key stakeholders as they have the most influence on the reputation of a business or organisation.
Managing an organisations reputation requires expertise. These expertises are carried out by a CEO of an organisation who encourages its stakeholders to perform strategically in order to maintain and build a successful reputation.
The cases of both Jodi Gordon and Pacific Brands demonstrate the great need for PR and reputation management and how important the role of a PR expert is.
REPUTATION
The concept of reputation is often confused with that of brand image, as there are great similarities between the two. The key difference though as suggested by Jim Macnamara ( 2005, pg 203) is that reputation is largely a perception of something based on rational and logic as apposed to an emotional connection that exists between a brand and its audience
The Body Shop demonstrates this very well. The Body Shop’s skin care range, according to market research, does not rate as highly as other brands in its sector when it comes to quality yet it still manages to outsell them. This is due to their great reputation of providing products that are not only environmentally friendly, but are not tested on animals. This alone emphasises that reputation is an entity all on its own. (Macnamara, 2005. pg 204)
Most importantly it is vital to