Organizational communication plays a central role in the management of reputation for organizations. While communication’s primary role is to support the organization’s overall strategy, this is manifested in particular ways when attending to the organization’s reputation.

This entry discusses various roles that communication and communication management play in reputation management. They are listed alphabetically rather than chronologically. However, none are guaranteed to build or enhance an organization’s reputation. Each entails risks as much as they do opportunities. Many may be woven together into more comprehensive strategies, while others are incompatible or at odds with others.

Advocacy, Activism, and Issues Management

One role communication plays in reputation management is through advocacy, activism, and issues management. One strategy is institutional plausibility alignment where the organization adapts its view somewhat. ...

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