Exploring the Role of Public Relations in Reputation Management

Abstract

Studies have shown that corporate reputation is positively affected by PR activities; therefore, reputation management is an important part of PR strategies (Cha and Kim, 2010). The goal of PR according to Hon (1998) was to communicate the image of an organisation. This research explores the role of Public Relations in reputation management. In doing so, this research employs the qualitative approach to research. The researcher analyses secondary data only. The study asserts that if an organization is perceived to have a bad image which affects its reputation, PR has to work around organisational communication. Also, it is important for organizations to maintain good relations with all the stakeholders or publics. Finally, the research found that Community Relations, Employee Relations, Government Relations, Public Affairs and Media Relations are essential to carrying out PR task such as reputation management