10 Public relations as image and reputation management
-
Grazia Murtarelli
Abstract
A general call for overcoming the distinction between the concepts of image and reputation seems to be emerging in the public relations field. The recurring counter- position of the two concepts is part of the larger debate over the symbolic communication- based function versus the behavioral function of public relations. The aim of this chapter is to conciliate the two perspectives by reviewing the literature about image and reputation management. The chapter highlights the role of public relations in managing image and reputation and illustrates its contribution, but also identifies opportunities and risks that professionals could face in the current competitive environment. The chapter has four main parts. The first section examines the concept of image. The second addresses the concept of reputation. The third section guides readers beyond the distinction between the two concepts and discusses the implications for and the contribution of public relations professionals in managing and evaluating image and reputation. The final section explores possible future trends in public relations and communication research.
Abstract
A general call for overcoming the distinction between the concepts of image and reputation seems to be emerging in the public relations field. The recurring counter- position of the two concepts is part of the larger debate over the symbolic communication- based function versus the behavioral function of public relations. The aim of this chapter is to conciliate the two perspectives by reviewing the literature about image and reputation management. The chapter highlights the role of public relations in managing image and reputation and illustrates its contribution, but also identifies opportunities and risks that professionals could face in the current competitive environment. The chapter has four main parts. The first section examines the concept of image. The second addresses the concept of reputation. The third section guides readers beyond the distinction between the two concepts and discusses the implications for and the contribution of public relations professionals in managing and evaluating image and reputation. The final section explores possible future trends in public relations and communication research.
Kapitel in diesem Buch
- Frontmatter I
- Preface to Handbooks of Communication Science series V
- Acknowledgments IX
- Contents XI
-
Introduction
- 1 Public relations and social influence: Understanding the roots of a contested profession 3
-
Part I – Public Relations: History, Identity and Practice
- 2 Public relations origins and evolution: A global perspective 23
- 3 Women in public relations: A feminist perspective 45
- 4 Public relations and the problems of professional identity 61
- 5 Public relations as a reflective practice 83
- 6 Public relations and legitimacy 107
- 7 Public relations, power and control 123
-
Part II – Core Functions of Public Relations
- 8 Public relations as media relations 141
- 9 Public relations and social media 159
- 10 Public relations as image and reputation management 175
- 11 Strategic crisis management: State of the field, challenges and opportunities 195
- 12 Public relations for stakeholder and societal engagement 217
- 13 Social advocacy and public relations: Building communitas in the public sphere 233
- 14 Public relations measurement and evaluation 249
-
Part III – Theories of Public Relations
- 15 The four models of public relations and their research legacy 277
- 16 The Excellence Theory – origins, contribution and critique 313
- 17 Personal influence in public relations 335
- 18 Rhetorical theory of public relations 361
- 19 Contingency theory of strategic conflict management: Explicating a “grand” theory of public relations 381
- 20 Global public relations: Multi-paradigmatic perspectives, key approaches and future directions 399
- 21 Relationship management: Status and theory 415
- 22 Extending the boundaries of public relations through community-building and organic theories 433
- 23 Dialogic theory 451
- 24 A conceptual genealogy of the situational theory of problem solving: Reconceptualizing communication for strategic behavioral communication management 471
-
Part IV – Recent Theorizing in Public Relations
- 25 The strategic application of social capital theory in public relations 489
- 26 Ideas of public relations in the light of Scandinavian institutionalism 509
- 27 Public relations and Actor-Network Theory 525
- 28 Public relations and expectation theory: Introducing Relationship Expectation Theory (RET) for public relations 541
- 29 Public relations and cultural theories 563
- 30 Ethical theories and public relations: Global issues and challenges 581
-
Afterwords
- 31 Critical reflections on the field 601
- 32 Mapping public relations theory: Concluding reflections and future directions 615
- Contributors to this volume 629
- Index 639
Kapitel in diesem Buch
- Frontmatter I
- Preface to Handbooks of Communication Science series V
- Acknowledgments IX
- Contents XI
-
Introduction
- 1 Public relations and social influence: Understanding the roots of a contested profession 3
-
Part I – Public Relations: History, Identity and Practice
- 2 Public relations origins and evolution: A global perspective 23
- 3 Women in public relations: A feminist perspective 45
- 4 Public relations and the problems of professional identity 61
- 5 Public relations as a reflective practice 83
- 6 Public relations and legitimacy 107
- 7 Public relations, power and control 123
-
Part II – Core Functions of Public Relations
- 8 Public relations as media relations 141
- 9 Public relations and social media 159
- 10 Public relations as image and reputation management 175
- 11 Strategic crisis management: State of the field, challenges and opportunities 195
- 12 Public relations for stakeholder and societal engagement 217
- 13 Social advocacy and public relations: Building communitas in the public sphere 233
- 14 Public relations measurement and evaluation 249
-
Part III – Theories of Public Relations
- 15 The four models of public relations and their research legacy 277
- 16 The Excellence Theory – origins, contribution and critique 313
- 17 Personal influence in public relations 335
- 18 Rhetorical theory of public relations 361
- 19 Contingency theory of strategic conflict management: Explicating a “grand” theory of public relations 381
- 20 Global public relations: Multi-paradigmatic perspectives, key approaches and future directions 399
- 21 Relationship management: Status and theory 415
- 22 Extending the boundaries of public relations through community-building and organic theories 433
- 23 Dialogic theory 451
- 24 A conceptual genealogy of the situational theory of problem solving: Reconceptualizing communication for strategic behavioral communication management 471
-
Part IV – Recent Theorizing in Public Relations
- 25 The strategic application of social capital theory in public relations 489
- 26 Ideas of public relations in the light of Scandinavian institutionalism 509
- 27 Public relations and Actor-Network Theory 525
- 28 Public relations and expectation theory: Introducing Relationship Expectation Theory (RET) for public relations 541
- 29 Public relations and cultural theories 563
- 30 Ethical theories and public relations: Global issues and challenges 581
-
Afterwords
- 31 Critical reflections on the field 601
- 32 Mapping public relations theory: Concluding reflections and future directions 615
- Contributors to this volume 629
- Index 639
