By Brad Burton
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Extra resources for Get Off Your Arse
To achieve those ends, all forms of communication must be orchestrated into a coherent whole (van Riel, 1992; Bronn and Simcic, 2002), and success criteria developed that enable measuring the effects of the organization’s communications on its reputation and value (Fombrun and van Riel, 2004). In the next chapter, we turn to the literature on corporate reputations, and identify the role that corporate communication can play in building an organization’s reputation. In particular, we suggest that reputation is the most meaningful outcome through which we can evaluate the successful development of a corporate communication system.
CHAPTER 2 FROM COMMUNICATION TO REPUTATION 45 Country-of-origin effects are especially important for international organizations, and have a powerful effect on international trade. For instance, the high-quality reputation of Germany has historically had a favorable influence on German products such as cars and appliances.
Do you observe any similarities or differences? R E T P A C H 2 FROM C O M M U N I C AT I O N T O R E P U TAT I O N Reputation is only a candle, of wavering and uncertain flame, and easily blown out, but it is the light by which the world looks for and finds merit. James Russell Lowell1 Corporate communication affects the perceptions of stakeholders about the organization’s prospects, and so influences the resources that are made available to the organization. Stakeholder perceptions about organizations are described by different terms across disciplines.