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Related Flashcards
Cards In This Set
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What's Doorley's definition of PR?
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Corporate and organizational communication: the centralized management of communication on behalf of the organization; the function is a critical contributor to an organization's reputation--and thereby its competitiveness, productivity, and financial success.
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What is Hunt and Grunig's definition of PR?
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The management of communications between an organization and its public.
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Corporate Reputation definition by Charles Fombrun, editor of Corporate Reputation Review.
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The sum of images the various constituencies have of an oganization.
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What is Doorley and Garcia's definition of reputation?
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Reputation=Sum of Images=(performance and behavior) + communication
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Intrinsic Identity
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What the organization stands for above all else
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Reputation capital - can reputation be measured?
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Is difference, average over time, between market capitalization and liquidation value of assets.
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What are some reputation surveys?
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Harris-Fombrum Reputation Quotient, Fortune magazine of America's Most Admired Companies
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Comprehensive Reputation Management
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Is a long-term strategy for measuring, monitoring, and managing an organization's reputation asset. This strategy results in managing the company's intrinsic identity and external identity and giving them a methodology to join the two.
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What are the six major components of Comprehensive Reputation management?
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1. Customized Reputation Template2. Reputation Audits of Internal and External Constituencies3. Reputational Capital Goals4.An Accountability Formula5. A reputation management plan 6. Annual Follow-up Audit and Assessment According to the Standards in the Reputation Management Plan.
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A Reputation Management Plan
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Deliverable that a comprehensive reputation management produces. it is a plan to move all of the constituencies' images of the organization closer tot he intrinsic identity.
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What's the Pushmi-Pullyu Syndrome?
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Confusion of behavior or performance with communication.
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What are the ten Precepts of Reputation Management?
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1. Know and honor your organization's intrinsic identity.2.Know and honor your constituents.3. Build the safeguards strong and durable.4.Be aware of conflict of interest, for it can mortally wound your organization.5. Beware of the CEO Disease because there is no treatment for it. 6. Beware of organizational myopia, for it will obscure the long-term view. 7. Be slow to forgive an action or inaction that hurts reputation.8.Do not lie9. Dance with the one that "brung" you.10. Reputation is an asset and must be managed like other assets.
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Value of reputation
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= Market capitalization - liquidation value of assets
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Good reputation has two things
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Intangible and tangible benefits
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How important is the CEO?
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50 percent of the organization's reputation
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