The Handbook of Strategic Public Relations and Integrated Marketing Communications, Second Edition, 2nd Edition

CHAPTER 30REPUTATION MANAGEMENT: Building and Maintaining Reputation through Communications

Craig E. Carroll, Ph.D.Associate Professor and Department Chair of Communication and Journalism,Lipscomb University

Stephen A. Greyser, D.B.A.Richard P. Chapman Professor of Business Administration (Marketing/Communications)EmeritusHarvard Business School

Elliot S. Schreiber, Ph.D.Clinical Professor of Marketing and Executive Director of the Center forCorporate Reputation ManagementBennett S. LeBow College of BusinessDrexel University

BUILDING AND MAINTAINING REPUTATION THROUGH COMMUNICATIONS

The purpose of this chapter is to examine the role of communications in corporate reputation brand-building.

We first provide background on reputation and the role ...