第二讲--公共关系管理技术与新趋势(1).pptVIP

Reputation: 1 a : overall quality or character as seen or judged by people in general b : recognition by other people of some characteristic or ability *has the reputation of being clever* 2 : a place in public esteem or regard : good name Webster’s 词义辨析 何谓“声誉” Reputations are value judgments that evolve over time based primarily on the emotional, financial, social, and cultural attachment between an organization and various publics. （组织视角）Reputation is an intangible asset that allows the company to better manage the expectations and needs of its various stakeholders, creating differentiation and barriers vis-à-vis its competitors. （公众视角）Reputation is the intellectual, emotional and behavioral response as to whether or not the communications and actions of an organization resonate with their needs and interests 声誉的内涵： a) Reputation is an intangible asset: it represents a firm’s past actions and describes a firm’s ability to deliver value outcomes to multiple stakeholders. b) Reputation is a derivative of other actions and behaviors of the firm: Reputation is the collective representations shared in the minds of multiple publics about an organization over time, and is developed through a complex interchange between an organization and its stakeholders. c) Reputation is judged within the context of competitive offerings. 声誉的内涵： d) Reputation is the way in which stakeholders, who know little about an organization’s true intent, determine whether an organization is worthy of their trust. Eg. “trust bank”: 1) trust—the great intangible at the heart of truly long-term success; 2) trust is both a process and an outcome; it’s at the heart of dealing with every relationship. 请让我来相信你 怀疑成中国人生活方式mht e) Reputation is based on the organization’s behaviors, communications and relationships: Reputation = (performance and behavior) + Communication = sum of relationships. “Corporate reputation of an enterprise is the prestige maintained through time w