| Preface |
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| Section 1: Corporate Reputation Strategies |
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Chapter 1 Public Relations, Organizational Communication, and Crisis Management: Advanced Issues and Approaches |
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1 | (15) |
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Public relations (PR) is one of the most significant communication methods that can help establish the trustworthiness of products, services, and companies. |
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To gain the enhanced organizational reputation, PR-related press conferences can introduce key decision makers to the general public and can organize any crisis in a timely and effective manner with the support of social media and modern communication technologies. |
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Crisis management relates to both PR and organizational communication, thus dealing with several situations that may threaten the reputation and survival of the business. |
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The chapter argues that promoting PR, organizational communication, and crisis management has the potential to increase organizational performance and gain high reputation in modern society. |
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Chapter 2 Emotional Labor as a Reputation Management Technique in Service Organizations |
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16 | (22) |
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This chapter discusses the issue of emotional labor as a reputation management technique. |
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This technique, which is important for service organizations' reputations, concerns the organizational arrangements and individual processes affecting the ways in which employees exhibit expected behaviors toward their customers during service encounters. |
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First, the chapter discusses the concept and theoretical background of reputation management. |
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Then, it explores the concept, types, and dimensions of emotional labor by emphasizing the meaning and importance of emotional labor for service organizations. |
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Finally, it examines the antecedents of emotional labor and the organizational and individual consequences it exposes. |
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It is hoped that this chapter will guide service sector administrators in understanding the importance and management of emotional labor in terms of organizational reputations while also shedding light on the academic studies still needed in this field. |
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Chapter 3 Sustainable Communication as a Component of Corporate Reputation |
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38 | (18) |
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Sustainability is central to both business and academics. |
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The cooperation of business with its close stakeholders is possible only through communication. |
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Intangible assets and facilities are important values of corporations. |
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This chapter gives a new perspective to reputation management strategies in the aspect of sustainable communication. |
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It shows the effectiveness of sustainable communication in terms of corporate reputation. |
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Chapter 4 Strategical Reputation Management in PR: The Case of Soma Enterprise Limited and BP |
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56 | (23) |
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Corporate reputation, being one of the most important assets that affect the profitability of companies, creates a difference in helping companies to recover from economic crises, gain price advantage against their competitors, diversify their products in the face of fierce competition, and thus, raise their brand value. |
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Non-predictable and sudden global or regional events may cause companies and organizations to make unplanned changes and these changes can inflict difficulties on business operations. |
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This chapter addresses the sudden crises experienced by companies and illustrates their success or failure in managing these crises and the extent of reputation being affected in return. |
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Examples are given to show how crises can be turned into opportunities when managed well and how they can lead to disaster when managed inappropriately. |
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Chapter 5 Corporate Reputation Management in Times of Crisis |
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79 | (13) |
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It has become more difficult for companies to be successful and to sustain their success in today's competitive global world. |
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It is necessary that the crises organizations are faced with must be managed well to prevent the loss of the reputation of the organization. |
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Corporate reputation is one of the most important elements that differentiate organizations from each other. |
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How the products and services of the companies are perceived by the target audience is closely related to the corporate reputation management of companies. |
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Managing reputation becomes twice as important during crises management processes. |
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One of the most important tasks belongs to public relations departments of companies. |
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Conveying corporate reputation to the target audience in an efficient way requires public relations works. |
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This also requires sustainability of the relevant activities and measures to enable the company to survive. |
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Chapter 6 The Power of Brand Loyalty in Creating Enterprise Value |
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92 | (34) |
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In their communication with the external target market, companies strive to draw the target market's attention in terms of how the companies, their activities, and the quality of their product services are viewed from outside. |
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Therefore, anything that serves to improve company reputation will contribute positively to the company image. |
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This, in turn, will lead to the provision of brand loyalty. |
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This is why companies are organizing activities to reinforce and strengthen their institutional reputation. |
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That the company has a strong reputation creates a positive image in the internal and external target groups. |
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It increases the trust felt for the brand. |
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One of the focus areas of public relations, reputation management, contributes to the recognition of company and brand, and this, in turn, brings institutional reputation in the long run. |
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This chapter deals with public relations, institutional reputation, brands, and brand loyalty and aims to show the importance of institutional reputation management in building brand loyalty |
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Chapter 7 Use of Brand Heroes in Strategic Reputation Management: The Case of Bacardi, Adidas, and Daimler |
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126 | (25) |
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The last decade witnessed a renewal of historical approaches towards business management that emphasize the malleability of the past in order to serve the present. |
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This chapter studies the use of heroes when organizations pursue strategic change, which the authors term hero-molding. |
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The aim is to incorporate a postmodern approach towards the analysis of the representation of heroes within organizations. |
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To explore the use of heroes, a framework of ways in which hero-molding could be established is developed and tested by the use of a longitudinal document analysis. |
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Data showed that hero-molding is a practiced phenomena and is used to showcase continuity, despite of strategic change. |
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Hero-molding could be achieved through the editing of the composition and/or the meaning of labels and by help of highlighting labels attached to the hero. |
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This chapter contributes to the enrichment of the newly developed "uses of the past" approach by showing the malleability of the interpretation of prominent members of an organization in the wake of strategic change. |
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Chapter 8 Reputation Management: Creating Identity and Building Corporate Image |
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151 | (17) |
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The scope of this chapter is to provide insight into how reputation can be managed through brand management, corporate communication practices, and new media strategies. |
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Corporate communication practices carried out through public relations applications has become an increasingly important function in business organizations. |
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Yet, little has been published on the role and function of communication executives. |
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This chapter reveals the impact of corporate communications upon the formulation of corporate strategy. |
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Chapter 9 Using Corporate Social Responsibility as a Public Relations Tool in Reputation Management |
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168 | (19) |
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This chapter delves into the subject of corporate social responsibility, its relations, and how it affects corporate reputation. |
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The literature review presents a brief history of CSR and sheds light into the role of business ethics, corporate governance, corporate citizenship, and corporate social performance with a specific focus on companies' approaches towards CSR; motivations for company to invest in CSR; and corporate reputation. |
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While the literature review will wrap up with arguments for and against CSR, this chapter will provide a brief outlook on CSR practices in Turkey. |
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Chapter 10 The Power of Associations in Creating, Building, and Sustaining Brand Value |
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187 | (17) |
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Establishing connection with consumers or making existing communications more powerful is curcial to attain sustainability in today's branding world. |
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Day by day competition is getting more fierce, and the variety of products in the market even for one simple need is extraordinary in range of span. |
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Consequently, brand managers go through rough times lately, constantly looking for alternative ways to differentiate themselves from brands of competition such as focusing on different aspects such as strengthening their images, placing associations in consumer minds, and designing better positioning to differentiate themselves apart from their competitors. |
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Since literature is scarce with respect to pinpointing the role of brand associations in attaining brand reputation, this chapter attempted provide an overview to pinpoint the relationship between brand associations and purchasing behavior and the effects of brand associations on consumer perception to emphasize the role of associations in acquiring brand reputation. |
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| Section 2: Reputation Management in a Digital World |
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Chapter 11 Issue Management in the Digital World |
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204 | (18) |
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In today's digital world, managing reputation can be quite tricky for corporate or brand names. |
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Due to the complexity of the issue, this chapter presents a scope related with image management, issue management, and reputation management across digital environments. |
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The passenger crisis of the United Airlines is analyzed as the case study. |
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The mistakes made during and after the disruptive event, what could have done to prevent the situation from getting any worse, as well as the ways to turn the crisis into an opportunity are demonstrated throughout the chapter. |
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Chapter 12 Corporate Reputation and Customer Loyalty in Social Media: An Analysis of Turkish Mommy Bloggers' Instagram Pages |
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222 | (32) |
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The chapter explores the relationship between online corporate reputation and customer loyalty through the Instagram posts of Turkish mommy bloggers, one of the significant online communities of organizations. |
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Designed as an exploratory research, the chapter also investigates the components that constitute corporate reputation and how they affect customer loyalty according to bloggers. |
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For this purpose, Instagram pages of Turkish mommy bloggers with the highest number of followers were analyzed by participant observation and content analysis methods. |
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The main findings of the research show that the factors that constitute corporate reputation according to bloggers are product-service quality, emotional appeal, and social responsibility, respectively, while their customer loyalty is found at an attitudinal level, which supports word-of-mouth communication and loyalty intention. |
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Chapter 13 Integrating Public Relations and Social Marketing: Reputation Management in Digital PR |
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254 | (26) |
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This chapter discusses how new media turns individuals into medium, the changing face of brand communication, and works as a handmaiden in producing the right content for mass media with data management. |
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A theoretical research with a qualitative analysis is conducted by analyzing the content methods used in new and social media in various sectors (such as construction, tourism, shopping malls, retail, health, education, etc.), from 1991 to 2015, while the focal point will be to emphasize how reputation can be managed online. |
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Chapter 14 Reputation Management in the Age of Big Data |
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280 | (16) |
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The objective of this chapter is to reveal the role of big data in establishing effective corporate communication. |
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This will be further investigated by shedding light into how brands as well as corporations make use of big data to heighten their brand value and improve their reputation. |
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Big data is used in various sectors ranging from banking, public sector, health, telecommunication, and marketing in order to increase productivity, minimize costs, and set future goals. |
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Big data, actively used and experienced in the world and upon which many sample case studies have been conducted, is such a giant step in organizations that enables them to safeguard their future, increase profits, assess risks, and take calculated steps. |
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Chapter 15 The Use of Second Screen Practices in Reputation Management |
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296 | (23) |
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This chapter shines a light for understanding consumer behavior on the way the consumer develops awareness of product placements in the television content, interest in products she noticed, desire to get one of these placed products, and finally intent to take an action to gather information about the product. |
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Public relations, marketing, and sales experts can benefit from product placement if they truly analyze the consumers who are active at the second screen. |
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Thus, brands with recent product placement know-how can successfully manage their reputation and sales related to interest of potential customers at the second screen. |
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Chapter 16 Branding, Bonding, and a Brand's Reputation: The Pottermore Case |
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319 | (20) |
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Digitalization has brought continuous innovations and changes in market structures, consumer needs, and in types of products and services. |
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In today's digital world, brands prefer establishing one-to-one emotional bonds with their consumers, abandoning traditional marketing methods, and instead, they are on the lookout for new marketing methods in order to ensure a strong reputation so as to promote sales. |
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Punk marketing is one these methods. |
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This chapter studies punk marketing, reputation management, and brand loyalty through the demonstration of a case study analyzing the website for Harry Potter fans: Pottermore. |
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| Section 3: Corporate Ethics and Whistle Blowing |
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Chapter 17 Putting Humanity Before Brand Reputation in the Context of Turkey |
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339 | (19) |
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This chapter examines how food leaders responded to the Gezi Park protests in Istanbul, Turkey in 2013. |
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Recent Gezi Park protests in Istanbul triggered a multi-layered crisis. |
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These protests lasted more than two months, having long-term effects on Turkey's social, cultural, and economic life. |
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This chapter considers the Gezi Park protests as a crisis for food sector businesses in the neighbourhood around the park. |
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It uncovers how food leaders in Taksim area managed their firm brand reputations by addressing the protests as leaders' responses affected their businesses. |
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Some leaders of these firms have managed the protests successfully by opening their doors to provide humanitarian help to people. |
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However, on the other hand, leaders of some other firms have failed in managing the crisis resulting in damaged brand value of the whole company in Turkey. |
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Chapter 18 Public Relations, Media Relations, and Reputation Management |
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358 | (17) |
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Reputation and trustworthiness are crucial values to acquire and sustain for every individual, institution, organization, and society. |
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Reputation is neither a gift acquired from birth nor a feature that can be bought in exchange of money. |
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In order for media to acquire reputation, mass media and employees must be respected. |
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In this chapter, the use of media for reputation and the importance of credibility, authenticity, objectivity, and the like for media or journalism is analyzed through specific examples. |
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| Compilation of References |
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375 | (48) |
| About the Contributors |
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423 | (5) |
| Index |
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428 | |
