Top determinants of corporate reputation management

Abstract

Positive reputation is a valuable corporate asset and needs to be managed proactively inresponse to new threats entering the marketplace. Recent events have shown that the reputationof an organisation can take years to build, yet takes only a few seconds to destroy. In this study,it is suggested that knowing the top determinants of current reputation management can onlyhelp to enhance the business objectives of an organisation by contributing to the bottom lineand gaining a competitive advantage. This paper looks at what communication managers in toplistedcompanies operating in South African consider the top determinants of managing corporatereputation in their organisations to be. The paper draws links between managing organisationalreputation and stakeholder management, and provides valuable findings for communicationspecialists working in positions of management.