Author:
Abstract
Today, it is a fact that effectively managing communication resources and corporate communication process makes institutions different from each other and adds value to institutions. With this value, institutions stand out among their peers and gradually gain reputation. In this context, with the intense competition environment brought by globalization, how institutions reflect themselves to their stakeholders is becoming increasingly important. In addition, the communication and interaction that institutions establish with their stakeholders also affect their reputation levels independently of the production of goods/services. Corporate reputation is one of the main determinants of corporate sustainability in the long run. Developing corporate reputation only by establishing high interaction with internal and external stakeholders; brings with it the necessity of good communication. In this context, for institutions; a consistent, balanced and uninterrupted communication performance has become inevitable. Corporate communication can only function properly as long as reciprocity and interaction are observed. In addition, information acquisition/exchange, which enables institutions to achieve their goals in interaction with their stakeholders and requires the redefinition of the corporate vision, is possible with the effective use and diversification of communication resources. The only way to effectively use the communication resources available in most institutions is to adopt a systematic and strategic management approach. The communication process carried out within the framework of a strategic management approach is one of the most important elements that make institutions superior to each other in the eyes of stakeholders. This strategic communication management also positively affects corporate reputation. Corporate Communication conceptualized in this context; it is extremely important to determine the scope that meets the requirements of interaction with the stakeholders, to establish/develop/protect corporate reputation and ultimately to ensure corporate sustainability. In this context, the aim of the study is to examine the role of corporate communication management in the process of reputation building, which is based on the creation and strategic use of communication resources. In the study, first of all, the conceptual framework of corporate communication management was mentioned, and then it was associated with corporate reputation.
Keywords
Abstract
Today, it is a fact that effectively managing communication resources and corporate communication process makes institutions different from each other and adds value to institutions. With this value, institutions stand out among their peers and gradually gain reputation. In this context, with the intense competition environment brought by globalization, how institutions reflect themselves to their stakeholders is becoming increasingly important. In addition, the communication and interaction that institutions establish with their stakeholders also affect their reputation levels independently of the production of goods/services. Corporate reputation is one of the main determinants of corporate sustainability in the long run. Developing corporate reputation only by establishing high interaction with internal and external stakeholders; brings with it the necessity of good communication. In this context, for institutions; a consistent, balanced and uninterrupted communication performance has become inevitable. Corporate communication can only function properly as long as reciprocity and interaction are observed. In addition, information acquisition/exchange, which enables institutions to achieve their goals in interaction with their stakeholders and requires the redefinition of the corporate vision, is possible with the effective use and diversification of communication resources. The only way to effectively use the communication resources available in most institutions is to adopt a systematic and strategic management approach. The communication process carried out within the framework of a strategic management approach is one of the most important elements that make institutions superior to each other in the eyes of stakeholders. This strategic communication management also positively affects corporate reputation. Corporate Communication conceptualized in this context; it is extremely important to determine the scope that meets the requirements of interaction with the stakeholders, to establish/develop/protect corporate reputation and ultimately to ensure corporate sustainability. In this context, the aim of the study is to examine the role of corporate communication management in the process of reputation building, which is based on the creation and strategic use of communication resources. In the study, first of all, the conceptual framework of corporate communication management was mentioned, and then it was associated with corporate reputation.