News and corporate reputation: Empirical findings from the Netherlands

This article examines the influence of business news on corporate reputation. A panel survey was used to measure the reputations of six companies and two professional sectors. Media coverage was analyzed by focusing on the tone of two different types of news. News about the successes of the companies – such as higher profits – improved their reputations. In addition, some companies’ reputation improved the more they were criticized by their competitors in the news. It is argued on basis of these empirical findings that the reputation of the party attacking a company in the news is crucial in determining its influence on the reputation of the besieged company.     

Effects of apologies and crisis responsibility on corporate and spokesperson reputation

This study is aimed at the effects of making apologies in a crisis situation and attributed crisis responsibility on corporate- and spokesperson reputation. In a 2 × 2 scenario experiment (spokesperson making apologies versus no apologies; and accidental versus preventable crisis), 84 respondents judged corporate and spokesperson reputation. We found that the crisis has more impact on corporate reputation than on the spokesperson's reputation. This indicates that the crisis is seen as a collective responsibility of the organization, rather than the personal responsibility of the spokesperson.     

Examining the interplay of an organization's prior reputation,CEO's visibility,and immediate response to a crisis

In one of only a few crisis communication research studies taking a relational approach, examining the effects of a company's prior reputation in publics’ responses to a given crisis situation, Lyons and Cameron (2004) found that both reputation and response profoundly affected publics’ attitude and behavioral intentions toward an organization involved in a crisis situation, using hypothetical, fictitious organizations and crises. Using actual organizations and crises, our research team designed a 2 (reputation: good vs. bad) × 2 (crisis response: apologetic vs. defensive) × 2 (CEO visibility in immediate crisis response: visible vs. invisible) within-subjects experiment (N = 102) to examine the variances in stakeholders’ attitudes and behavioral intentions toward a company after being exposed to online video that delivered a corporate crisis response. Findings were counter-intuitive: a defensive response to a crisis is as acceptable to crisis stakeholders as an apologetic response if the CEO is visible (or audible) in the response and if the pre-crisis company-stakeholder reputation is positive. Good reputation, defensive crisis response and CEO visibility in immediate response to a crisis resulted in the best stakeholder attitudes and purchase intentions.     

Exploring the role of CSR fit and the length of CSR involvement in routine business and corporate crises settings

This 2 × 2 experimental study examines the influence of CSR fit and the length of CSR involvement on corporate reputation and CSR skepticism in a routine business setting and crisis responsibility in a victim crisis. The study demonstrates a significant interaction between the two variables on the construction of corporate reputation. The length of CSR involvement is also found to influence people’s attribution of crisis responsibility in a crisis. By comparing corporate reputation and CSR skepticism before and after a crisis, the study further articulates the destructive power of crises. Theoretical and practical implications are discussed.     

Factors shaping activists’ perceptions of corporate organizations: An empirical case from South Korea

The current study aims to explore the factors that shape activists’ perceptions of corporate organizations. This study administered the survey method to examine how activists perceive corporate operations and reputation in South Korea. The three factors that directed how the activist groups perceived the corporate sector are “corporate social responsibility,” “internal corporate culture,” “and “the extent of corporate openness.” Factor analysis showed that the activist groups used these criteria when they evaluate corporate reputation.     

Effects of issue ownership and issue obtrusiveness on corporate reputation at two Korean corporations

This study attempts to identify the effects of issue ownership of a corporation on its reputation, and the moderating effect of issue obtrusiveness. Two representative Korean corporations (Hyundai and SK) were selected and their reputations were measured. It was shown that a corporation, which owns issues that were perceived as important by publics, has a higher corporate reputation. There was no moderating effect of issue obtrusiveness on the relationship between issue ownership and corporate reputation; however, there was a possibility of issue obtrusiveness as an independent variable. Implication for public relations research and practice was discussed.     

Employee perceptions of reputation: An ethnographic study

The ability of organizational members to identify and analyse stakeholder opinion is critical to the management of corporate reputation. In spite of the significance of these abilities to corporate reputation management, there has been little effort to document and describe internal organizational influences on such capacities. This ethnographic study conducted in Red Cross Queensland explores how cultural knowledge structures derived from shared values and assumptions among organizational members influence their conceptualisations of organizational reputation. Specifically, this study explores how a central attribute of organizational culture – the property of cultural selection – influences perceptions of organizational reputation held by organizational members. We argue that these perceptions are the result of collective processes that synthesise (with varying degrees of consensus) member conceptualisations, interpretations, and representations of environmental realities in which their organization operates. Findings and implications for organizational action suggest that while external indicators of organizational reputation are acknowledged by members as significant, the internal influence of organizational culture is a far stronger influence on organizational action.     

Mapping semantic meaning of corporate reputation in global economic crisis context: A Slovenian study

This paper raises fundamental questions about the meaning of reputation and its measurement. It also considers the context of the recent global economic crisis, which brought about the lowest levels of trust in corporations, and a serious erosion of reputational capital of the corporations previously regarded as highly reputable. It maps out the semantic content of corporate reputation in an attempt to capture the ideas that individuals associate with this concept and to contrast it with the established standard reputational measures of reputation. The empirical part is based on semantic network analysis, a special form of social network analysis, where connections are formed by the use of overlapping concepts. The results show that there are a few strong determinants of reputation. They mainly coincide with the established reputational measures; however, some strong determinates seem to be context-specific and reflect the current global economic and financial crisis. The findings of the study correspond to the proposition in the literature that reputation is socially constructed and deliver insights into the relevance of standard and universal reputational measures.     

Restoring reputations in times of crisis: An experimental study of the Situational Crisis Communication Theory and the moderating effects of locus of control

This study attempts to provide empirical evidence for Coombs’ (2007) Situational Crisis Communication Theory (SCCT), which provides guidelines for matching crisis response strategies to crisis types to best restore organizational reputations in times of crisis. The impact of crisis type and crisis response strategies on perceptions of corporate reputation is measured for 316 consumers participating in a 3 (crisis type: victim crisis, accidental crisis, preventable crisis) × 3 (crisis response: deny strategy, diminish strategy, rebuild strategy) between-subjects experimental design. The results show that preventable crises have the most negative effects on organizational reputation and that the rebuild strategy leads to the most positive reputational restoration. Moreover, the more severe people judge a crisis to be, the more negative are their perceptions of the organization's reputation. The interaction effect between crisis type and crisis response strategies on corporate reputation is not significant. However, a person's locus of control has a moderating impact on the relationship between crisis response strategy and organizational reputation. Specifically, the results show that people with an external locus of control prefer the use of deny strategies more than people with an internal locus of control.     

Hybrid happening: Organizational reputations in corporate crises

Public relations professionals strive to develop mutually beneficial relationships among key publics that will result in favorable organizational reputations, but crises typically threaten those reputations. Much of public relations crisis research focuses on how to respond after a crisis, but drawing on Expectation Violation Theory (EVT), this research focuses on the expectations of stakeholders before a crisis and how they process information during a crisis. Drawing from reputation management research in marketing, it conceptualizes corporate reputations as encompassing associations related to corporate ability (CA) and corporate social responsibility (CSR). Reputation management research generally has investigated reputations as strong on either CA or CSR, but this research examines the effects of a “hybrid” reputation, which is strong in terms of both CA and CSR associations. The results of an experiment reveal that stakeholders’ responses during a crisis vary based on their expectations, how they perceive a hybrid reputation, and the crisis type. The study has theoretical implications regarding stakeholders’ information processing during a crisis, and it provides public relations professionals insights regarding how to cultivate and protect an organizational reputation.     

Conditioning effect of prior reputation on perception of corporate giving

Prior corporate reputation, one responsibility of a public relations department, affects public perceptions toward corporate philanthropic messages and ultimately affects public attitudes toward the company. Using an experiment that emulates the sort of news consumption individuals normally undertake, participants inferred corporate charitable giving as a mutually beneficial activity when a company had a good reputation (H1a). Participants inferred corporate charitable giving as a self-interested activity when the company had a bad reputation (H1b). Also, public inference (suspicion) successfully mediated corporate prior reputation on public attitude toward the company (H2). Participants showed positive attitude toward the company when they inferred the company had an altruistic motive for charitable giving (H3a). However, participants showed negative attitude toward the company when they inferred the company had a self-interested motive for charitable giving (H3b).     

Corporate voice and ideology: An alternate approach to understanding public relations history

Scholars in the U.S. generally agree that the origins of corporate public relations correspond to the rise of the U.S. Industrial Revolution during the late nineteenth and early twentieth centuries. This essay explores the under-theorized relationship between ideology and public relations by examining the role of the corporate voice in public relations history. Evidence suggests that public relations counsel, serving as the corporate voice, created messages that produced and reproduced certain ideological meanings about the corporation. These ideological meanings provided important guidance on how members of the public should think about, relate to, and experience the corporation as a necessary, natural and benevolent organization in society. By incorporating ideological theory as an analytical tool to study public relations history, this article explores an important, but not often studied aspect of public relations history – the development and use of the corporate voice as a site of ideological production.     

Reconsidering the corporate narrative in U.S. PR history: A critique of Alfred Chandler's influence on PR historiography

This study explores the influence and dominance of Alfred Chandler Jr.’s theory of corporate development within public relations [PR] history. Chandler's work on late 19th Century corporate development is influential in PR historiography. PR oftentimes places its genesis in the late 19th Century corporate sphere to distance itself from press agentry. Examining critiques of Chandler's work on corporate development, this study argues that rooting PR in a corporate context does not provide legitimacy to PR practice and skews PR history to favor a corporate narrative. Implications for both history and normative PR theory development are discussed.     

Understanding Influence on Corporate Reputation: An Examination of Public Relations Efforts,Media Coverage,Public Opinion,and Financial Performance From an Agenda-Building and Agenda-Setting Perspective

Seeking to extend research on public relations evaluation, this study investigates the influence of public relations efforts and media coverage on corporate reputation and financial performance through the theoretical grounding of first- and second-level agenda-building and agenda-setting. A triangulation of research methods compared public relations content, news media coverage, public opinion, and corporate financial performance for 28 U.S. companies from the annual Harris Interactive (2005) Reputation Quotient. Evidence for agenda-building and agenda-setting propositions was found, which work to inform strategies of public relations practitioners. The implications of the findings are discussed.     

Effects of online news forum on corporate reputation

This study tests the effects of online discussions about a company in an online news forum on people's perception of the corporate reputation of the company. The study is a 2 (tone of comments: negative versus positive) by 2 (number of comments: one versus five) factorial design experiment (n = 80). We found significant interaction effects between the two factors (tone versus number of comments) with regard to people's perception of the company's social responsiveness and employee treatment.     

Co-creating corporate identity through dialogue: A pilot study

The current scholarship of reputation management in public relations largely ignores the role of publics and the co-creational approach towards corporate identity. With renewed attention turning towards dialogue within public relations theory and practice, it is argued that scholars must acknowledge, and bring to the fore, the potential risks and, perhaps, disadvantages of dialogue in public relations. In fact, the application of dialogic principles might change how we view and create authentic corporate identity.     

Framing the corporate responsibility-reputation linkage: The case of Tata Motors in India

This study, focusing on the emerging economy context of one of India's largest automotive companies, Tata Motors, analyzes the thematic framing of corporate social responsibility (CSR) and corporate reputation. Five CSR frames are shown: institutionalization, community development, modernization, mainstreaming, and nation-building. Reputation is framed via: heritage, nationbuilding, technological advancement, global footprint, and responsibility. The findings suggest how firms may better align their CSR efforts with regular business, and their larger public relations campaigns with wider social perceptions of their responsibilities.     

High stakes: U.S. nonprofit organizations and the U.S. standing abroad

This research sought to explain the agency of U.S.-based nonprofit nongovernmental organizations (NGOs) in the U.S. standing abroad, and explore the NGO role in the U.S. public diplomacy. A multiple-case study method was used to look at five 501(c)(3) organizations that receive predominantly private funding and operate globally. The data gathered from in-person interviews and corporate documentation were compared between cases, and synthesized across cases using the theory-building technique. While U.S. standing affects American NGOs’ practices and discourses, American NGOs’ behavior might have a bearing on the attitudes, perceptions, and opinions of international publics about the United States. Both the NGO-owned state identities and American NGOs’ reputation for autonomy and freedom of expression enhance the U.S. public diplomacy efforts.     

Agenda-building in the corporate sphere: Analyzing influence in the 2008 Yahoo!-Icahn proxy contest

This study further extends agenda-building theory into the corporate sphere. This investigation tested for agenda-building relationships between the issues emphasized in corporate candidate-controlled information subsidies and financial news media coverage during the 2008 Yahoo! Inc.-Carl Icahn proxy contest for control of Yahoo!’s board of directors. Solid support was found for issue agenda-building associations. Cross-lagged correlation analyses revealed that both Yahoo!’s and Icahn's information subsidies enjoyed some success in shaping media coverage during the proxy fight. The theoretical and practical implications of these findings are discussed.