Module 14: Managing the Public and Corporate Reputation

General Public

Crucial nonmarket stakeholder group shaping corporate public image, social legitimacy, and market environment[cite: 16, 33].

Corporate Identity

The explicit, intentional way an organization portrays and presents itself to its public audience[cite: 16, 33].

Corporate Image

The mental perception organizational members believe external public audiences hold regarding the firm[cite: 16, 33].

Corporate Reputation

The cumulative desirable or undesirable qualities assigned to a firm over time based on past performance[cite: 16, 33].

Public Relations (PR) Department

Corporate office managing media relationships, public communications, and corporate brand story[cite: 16, 33].

Corporate Crisis

A significant business disruption that generates widespread news media and social media attention[cite: 17, 34].

Five Causes of Corporate Crises

Acts of God, mechanical problems, health disasters, human errors, and management indecision/cover-ups[cite: 17, 34].

Hooking

Spokesperson tactic making a statement that steers the reporter's follow-up question toward a desired topic[cite: 17, 34].

Bridging

Spokesperson tactic briefly answering a challenging question and immediately pivoting back to core message points[cite: 17, 34].

Flagging

Spokesperson tactic explicitly highlighting key narrative points for the reporter and audience[cite: 17, 34].

Bashtag

A corporate promotional social media hashtag that is co-opted by users to post complaints or criticism[cite: 17, 34].

User-Generated Content

Digital communication posted directly by consumers and users on social media platforms[cite: 17, 34].

Image Advertising

Advertising designed to shape public perception, corporate goodwill, or policy stances rather than specific product features[cite: 17, 34].

David Aaker Purpose-Driven Branding

Framework emphasizing brand community activation, signature stories, and scaling signature social impact programs[cite: 16, 17, 33, 34].