Research on Effect of Public Relations on Corporate Reputation


In today's globalized world, the diversity in products and services and ever-growing awareness of the target audience via tools such as internet and etc. have caused a competitive environment among institutions. Institutions have established the departments of public relationsin this competitive environmentto introduce their products and services to the consumers, to convey their messages to the target groups and to contribute positively to the organization where it operates with feedbacks from the target audience. The departments of public relations aim to ensure that their institutions are one step ahead in this competitive environment and to increase the reputation of the organization by increasing their customersby using various methods. Corporate reputation is the most valuable capital of an institution that can meet the expectations of all its stakeholders. In addition, It also represents the emotional and rational bonds established by social stakeholders with the relevant business and demonstrates the image that an organization has developed with all its social stakeholders. A solid corporate reputation distinguishes organizations and ensures brand loyalty enabling them to be more tolerated by the organization's target audience during difficult times. Enterprises with a good reputation can gain significant advantages by becoming the first choice of investors, customers, employees and suppliers. In this study, the impact of public relations on corporate reputation was theoretically addressed and the impact of these two concepts on each other was examined with correlation and regression analyses by conducting the survey where 128 managers and employees of Kütahya Municipality and 410 citizens from the Central District of Kütahya participated. The hypotheses for the research were tested through correlation and regression analyses and as a result of multiple regression analyses, it was found that "Promotion" and "Recognition", the dimensions of public relations, had a positive effect on corporate reputation within the scope of this study.


Keywords


Public Relations, Reputation and Corporate Reputation

Author : Yavuz SOYKAN -Mesut UĞURLU
Number of pages: 1489-1526
DOI: http://dx.doi.org/10.29228/TurkishStudies.39731
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Turkish Studies-Social Sciences
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