Consistency: a proven reputation strategy. How companies can optimise their message

Joachim Klewes
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Joachim Klewes: Pleon

A chapter in Reputation Capital, 2009, pp 287-298 from Springer

Abstract: Abstract Good news is not necessarily good for each group of stakeholders. And a company’s reputation is a highly fragile phenomenon; one which can also be seen very differently depending on the stakeholder’s perspective. The messages that a company’s top management and communication teams send out, both internally and externally, therefore require a finely tuned balance. Some experts believe that a company should be able to adapt itself, chameleon-like, to a wide variety of expectations. However, this presents the risk of distancing the company too far from its own identity. The wide range of possible reactions to the same set of messages, depending on the stakeholder group, is demonstrated in an experiment the results of which are evaluated in this article.

Keywords: Stakeholder Group; Energy Supplier; Reputation Management; Stakeholder Expectation; Message Strategy (search for similar items in EconPapers)
Date: 2009
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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprchp:978-3-642-01630-1_19

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DOI: 10.1007/978-3-642-01630-1_19

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