Pak, Chae2010-02-242010-02-242010-02-24https://hdl.handle.net/1794/10211This paper was completed as part of the final research component in the University of Oregon Applied Information Management Master's Degree Program [see htpp://aim.uoregon.edu].The Internet culture presents a paradigm shift for corporate communicators; organizational success is increasingly dependent on stakeholder activities online. This study examines online corporate reputation management initiatives, through analysis of literature published since 1978. Three overarching principles emerge: (a) demonstrate sincerity and respect as the essence of all exchanges, (b) use a multi-step approach for the most effective online reputation management initiatives, and (c) integrate the corporate communications function within the core of the organization.en-USCommunication in businessInternet cultureReputation managementApplied Information ManagementAIMDataOther