Corporations, Online Environments, and Reputation Management

Name: Corporations, Online Environments, and Reputation Management
Author: Sanford Dennis

Learn how corporations build and protect their online reputations

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Course: On-Demand

(bright music) Welcome to Corporations, Online Environments, and Reputation Management. In the following lessons, you'll learn the definition of corporate reputation and how to manage it while navigating the complexities of the online environment. Corporate reputation can be defined as the public image or perception of a corporate entity. It's based on the feelings, attitudes and beliefs held by the public. These reputations are typically developed over time based on past behaviors, performance and other actions. Public perception is the key element in your corporate reputation. In general, perception embodies feelings, attitudes, and beliefs. Public perception is derived from the public's direct experiences with the corporation and the various public messages delivered by and about the corporation. The experiences that form public perception could be shopping at a corporation store, buying one of its products online, or eating at one of its restaurants. Regardless of the specifics, these experiences create the foundations of corporate reputation with individuals. Now consider those experiences for thousands or even millions of people. The combination of those individual feelings creates the public perception. Next, let's discuss the concept of messaging. Messaging is the act of transmitting spoken or written messages often through some form of electronic platform. This may include traditional platforms, like radio, television, and print, but since we're in the digital age, messaging has been greatly expanded to the internet and a variety of social media platforms. Messaging allows for a corporation's reputation to be impacted with minimal direct customer experience. Let's identify some examples. Imagine that there's an announcement from the media that a large corporation is going to lay off many of its employees. While this might not have any direct effects on the customer experience, the message alone can affect the corporate reputation. Let's look at another example. Imagine that information is leaked to the media about a manufacturer engaging in unsafe environmental practices. Again, there may be limited customer involvement but the message can still shape public perception. Reputations are formed based on the reactions the public has to these messages and any other direct experiences customers may have with your organization. Reputation management is important if you want to build and maintain a positive public image. When corporations have a strong reputation, it indicates that they adhere to a high set of standards and consistently deliver a quality product or service. And all of these features can contribute to your organization's overall success.

Intermediate Provider : Sanford Dennis 4 Lessons · 11m in Arabic, German, English, Spanish, French, Portuguese, Urdu, Chinese

Course Description

Everything a corporation does has the potential to affect its reputation, and reputation can greatly influence public perception. When organizations build strong reputations, it can indicate their high standards and dedication to delivering quality products and services. The internet and social media have had significant effects on the way corporations conduct business, and while the online environment can provide a platform for positive actions to be showcased, it has also granted the public greater authority in shaping corporate reputation. If you want to build and maintain a positive public image for your corporation, effective reputation management is recommended.

In this course about Corporations, Online Environments, and Reputation Management, you’ll define corporate reputation and understand how it relates to public perception. You’ll also explore the importance of reputation management and identify some of its common objectives, like influencing public perception and establishing recognizable brands. Through these lessons, you’ll learn to identify the complexities of the online environment and how it relates to reputation management.

What You'll Learn

Define corporate reputation and explain how it relates to public perception
Understand the importance of reputation management and its common objectives
Identify how the online environment relates to reputation management
Recognize objectives of reputation management such as influencing public perception and establishing recognizable brands
Explore the complexities of the online environment and social media in shaping corporate reputation

Key Takeaways

Everything a corporation does has the potential to affect its reputation, and reputation can greatly influence public perception.
A strong reputation can indicate an organization's high standards and dedication to delivering quality products and services.
The internet and social media have significantly affected how corporations conduct business and have granted the public greater authority in shaping corporate reputation.
Common objectives of reputation management include influencing public perception and establishing recognizable brands.
Effective reputation management is recommended for building and maintaining a positive public image for a corporation.

Frequently Asked Questions

What will I learn in this course?

You will define corporate reputation and understand how it relates to public perception, explore the importance of reputation management and identify common objectives such as influencing public perception and establishing recognizable brands, and learn how the online environment relates to reputation management.

Who is this course for?

This course is intended for those who want to build and maintain a positive public image for their corporation through effective reputation management.

How does the online environment relate to corporate reputation?

The internet and social media have significantly affected how corporations conduct business; while the online environment can showcase positive actions, it has also granted the public greater authority in shaping corporate reputation, and the course covers these complexities.

What lessons does this course include?

The course includes the following lessons: Defining Corporate Reputation, Introducing Corporate Reputation Management, The Online Environment and Corporate Reputation Management, and a Test Your Knowledge section.