How Important Do You Think Reputation Management Is to the Practice of Public Relations?

2892 Words12 Pages
Introduction In today’s fast moving business world creating the right image in public’s eye is essential for the survival of any organization. To reach their success easier each organization is using PR to help them to build good reputation and to make people trust them. This means that reputation management is important to public relations because reputation is the evidence of PR practitioners’ job. In addition to this, this essay will introduce what is public relations (PR), the importance of reputation management to PR. Also costs of poor reputation, benefits and challenges of managing reputation. Before defining what is public relations, it is important to know what reputation means. According to the Chartered Institute of Public Relations (CIPR) reputation is “the result of what you do, what you say and what others say about you”. Also Jacquie L‟Etang (2008 p.50) states that reputation may be seen as „a generalized “public opinion”‟. In addition to this, to create public opinion, influence people and change their behavior company needs professional PR practitioners. To prove it that reputation is relevant to PR, there is definition what PR means. “Public relations is about reputation - the result of what you do, what you say and what others say about you. Public relations is the discipline which looks after reputation, with the aim of earning understanding and support and influencing opinion and behavior. It is the planned and sustained effort to establish and maintain goodwill and mutual understanding between an organization and its publics” (CIPR). As it is in both definitions that is a clear approval that reputation management is very important to public relations practice, because that is what PR practitioners do – building reputation. The cost of poor reputation management Reputation management can be also defined as relationship management. It aligns

More about How Important Do You Think Reputation Management Is to the Practice of Public Relations?

Open Document