Emergent Practice in Online Corporate Reputation Management
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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.