Exploring the Link between Corporate Reputation and Journalistic Perception
Type
conference paper
Date Issued
2007-03-30
Author(s)
Abstract
The attitudes and actions of a company's various stakeholders are substantially influenced by the company's corporate reputation. As intermediaries, journalists are a tremendously important stakeholder group in the formation of this reputation - their perception and description of a company's features influence the reputation held by many other stakeholders. The better part of a company's reputation in turn is determined by its successful communication efforts - but in order to successfully impact stakeholder perception, a company has to understand which factors actually determine its reputation. Our survey of business and financial journalists has identified seven major categories of company features that influence corporate reputation in the eyes of journalists. It is our conviction that the purposeful communication of the factors identified in our research enhances a company's perceived reputation among business and financial journalists and thereby, through journalists' coverage, assessments and evaluations, its perception by further stakeholders.
Language
English
Keywords
Journalismus
Public Relations
Reputationsmanagement
HSG Classification
contribution to scientific community
Refereed
Yes
Event Title
Jahrestagung der Schweizerischen Gesellschaft für Kommunikations- und Medienwissenschaft (SGKM) 2007
Event Location
St.Gallen
Event Date
30.-31.03.2007
Subject(s)
Division(s)
Eprints ID
34318