Emergent Practice in Online Corporate Reputation Management
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Date
2010-02-24T19:13:33Z
Authors
Pak, Chae
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Abstract
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.
Description
This 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].
Keywords
Communication in business, Internet culture, Reputation management, Applied Information Management, AIM, Data