Behind the Scene of Corporate Reputation: A Study of How PR Consultants Seek to Shape the Perception of Organisations (Management Project)

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The interest in the concept of corporate reputation is growing. Prior research has recurrently shown that a good corporate reputation has a positive relation to organisational performance and gives organisations competitive advantages. Because of this, understanding the antecedents and how to manage corporate reputation is important. The industry of PR consultancies has grown on the Swedish market over the last decades and their services offered aims to help organisations with their communicative efforts.

The purpose of this study is to examine how the work of PR consultants relates to their clients’ corporate reputation. The empirical findings are based on qualitative interviews to get a deeper understanding of the services provided by PR consultants. In the analysis the interviewees’ understanding the concept of corporate reputation is linked to a theoretical background of the antecedents and management of corporate reputation.  In our conclusions we propose that the PR consultants’ work, seeking to affect the comprehension of stakeholders’ minds about organisations through corporate messages, also relates to the forming of corporate reputation.
Source: Uppsala University
Author: Andersson, Johan | Törngren, Emma

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