ATS2815 Study Guide - Siege Mentality, Improper Conduct, Content Analysis
4 Jul 2013
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Document Summary
An organisation s reputation is critical to its success. Reputation is the easiest thing to lose and the hardest thing to replace. Reputation value is a direct function of the perceptions of the public involved with a company or its brands. It is only contingently related to the quality of the product, services or corporate performance. Pr isn t just about the relationship between publics and organisation s, it s all about building a reputation based on the perceptions of key publics and stakeholders. Attract investors and secure capital at a lower cost. Command a price premium for goods and services. Create a barrier to entry for potential competitors. Foster a positive relationship with regulators and the media. Provide a buffer from risks, issues and crises. Perception is vulnerable to real and imaginary threats. Often shaped by incomplete, slanted or false information. A good reputation makes it easier to handle risks, issues and crises.
