REPUTATION MANAGEMENT
(Text book)

SALİM KADIBEŞEGİL / 2016

Reputation Management
Anadolu University Open Education System
Public Relations and Advertising Program
Anadolu University Publication Number: 3322
Open Education Program Publication Number: 2181

Author; Salim Kadıbeşegil
Editor; Salim Kadıbeşegil- Barış Kılınç PhD

CONTENT
First Unit: What is reputation management?

Objectives
After completing this Unit, you will be able to:

• Explain the scope of reputation management
• Explain the importance of reputation management in competition from the eyes of business society
• List the basic ingredients of reputation management
• Define the reputation risks
• Learn how intangible assets drive reputation
• Have knowledge about the ins and outs of  reputation economy

Key concepts

• Reputation management
• Reputation risks
• Intangible assets and reputation
• Expectations of stakeholders
• Reputation economy

Content

• Reputation is not becoming famous
• Values- Reputation – Trust
• Reputation management is a philosophy not a Project!
• Transforming intangible assets into reputation
• Reputation management as a tool of differentiation strategy in the market
• Perceptions, realities and reputation
• Stakeholders and their expectations
• Managing reputation risks
• What is reputation economy

Second Unit: The importance of stakeholders

Objectives
After completing this Unit, you will be able to:

• Explain the relationship between stakeholders and reputation management
• Define the internal and external stakeholders
• Learn why opinion leaders as stakeholders are important from the reputation management point of view
• Explain the integration of stakeholders
• Identify how stakeholders are represented in the company

Key Concepts

• Stakeholders
• Integration of stakeholders
• Opinion leaders

Content

• Internal stakeholders
• External stakeholders
• Who are opinion leaders
• Even a single person can also be your stakeholder
• How to integrate the stakeholders?
• Representation of stakeholders in the company
• Company’s representation at the stakeholders

Third Unit; Reputation Research

Objectives
After completing this Unit, you will be able to:

• Explain the design of reputation research
• List the criteria of reputation management
• Have an idea of the leading reputation researches’ models in the world
• Explain the reporting process of the researches
• Have an idea on how strategic analysis is done to transform the research data into the action plans

Key Concepts

• Basic metrics of reputation
• Research outcome and business results
• The most, “admired”, “respected”, “known” etc. companies
• Stakeholder map

Content

• Basic metrics of reputation
• The design of reputation research
• Basic criteria of reputation research
• Strategic analysis of reputation research
• How to transform the outcome of reputation research into action plans
• Most frequently asked questions about reputation researches
• Relationship between the reputation research and performance
• Are the most admired brands can be titled as the most reputable ones?

Fourth Unit : The process of reputation management

Objectives
After completing this Unit, you will be able to:

• List the prior and basic processes of reputation management in the company
• Explain the role of CEO and the members of management team’s during the process
• Identify the importance of reporting during the process
• Explain common mistakes of the companies which lose reputation
• Explain how performance of reputation can be put into the key performance indicators
• Have an idea of integrating employee happiness strategies in the reputation management processes
• Explain why not using company logo at the obituary announcements

Key Concepts

• Key Performance Indicators
• Employee satisfaction strategies

Social sensitivity and the relation to Corporate Values

Content

• The role of CEO
• The role of management team
• Evaluation of the reputation management performance among the key performance indicators
• To create a reputation team in the company
• Employee satisfaction strategies
• Employee volunteering policies
• Collaboration with the non-governmental organizations
• Corporate values, corporate identity, policies, processes, decisions, attitudes

Fifth Unit: The impact of reputation on the business results

Objectives
After completing this Unit, you will be able to:

• Identify what are the business results
• Explain the impact of reputation on business results
• Understand the relation between trust and business results from the reputation management point of view

Key Concepts

• Financial business results, profits, market share
• Employee brand as a business result
• Purchase, repurchase and being a reference of the consumers
• Business results of the public companies

Content

• Purchase, repurchase and being a reference of the consumers
• Being the most attractive workplace
• Invest in shares in short-long run
• Non Governmental Organization’s attitude towards the companies
• Other business results

Sixth Unit: Corporate Brand Strategies and Reputation Management

Objectives
After completing this Unit, you will be able to:

• Define what the corporate brand is
• Identify the relation between the corporate brand and reputation
• Understand why corporate brand strategies are important in the competition
• List companies who is managing their corporate brands right/wrong
• Explain who is responsible/managing the corporate brands

Key Concepts

• Corporate governance principles
• Reputation- Image – Brand
• What is business ethics and corporate ethics
• Sustainability strategies and reputation
• Corporate social responsibility and reputation
• The most irresponsible companies

Content

• What is the difference; Reputation- Image- Brand
• Crisis communications
• Ethics and reputation
• Why corporate governance is important for reputation management
• Corporate social responsibility and reputation
• Sustainability strategies and reputation management
• The most irresponsible companies and brand boycotts

Seventh Unit; It is “new”, “digital”, “social” plus “media”…

Objectives
After completing this Unit, you will be able to:

• Explain the relationship between the digital platforms and reputation management
• Understand the effect of social media on reputation
• Understand the importance of using social media during the crisis
• List the characteristics of online reputation management

Key Concepts

• Knowledge society
• Activism and social media
• Troll and internet trolling
• Digital reputation management

Content

• Global citizen’s discovery of social media and activism
• The color of activism and the power of social media
• Who are “we” in the Digital World?
• What is “social media” in the Digital World?
• Reputation in the social media
• A threat for reputation: Internet Trolling!
• Transforming emotions to the digital platform
• What is digital reputation management? Or is it on line reputation management?

Eighth Unit: Corporate Communications and Reputation

Objectives
After completing this Unit, you will be able to:

• Explain who should be in charge of corporate reputation management
• Identify the list of responsibilities of corporate communications in the reputation management process
• Understand the relation between the corporate brand and corporate reputation
• Explain how to make an agenda for reputation management in the company

Key Concepts

• The voice of stakeholders
• Reputation stories
• Corporate identity, company logo and reputation
• Reputation agenda

Content

• Corporate communications and corporate reputation
• The job description of corporate reputation in the process of reputation management
• Being the voice of stakeholders in the company
• Managing the corporate brand
• Corporate reputation Management Agenda
• Corporate reputation in the strategic plans of corporate communications