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Corporate Communication and Corporate Reputation
Conflict Brief #2
Lashiroh Walker
COMS 560
Liberty University
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Executive Summary
The development of how technological is used has had a impact on how marking
professionals integrate communication amongst consumers and corporations. This article brief
will examine how technology can affect communication in crisis situations, and company's
reputation.
Technology Trends and Developments
In past few decades technologically has changed the way that people communicate and
interact with one another. Green that the role of information and communication technologies
(ICT) has impacted the nature and profile of employment across several sectors and occupations
(2016). The development of technology has impacted how employers and job seekers access the
labour market information (Green,2016). Information and communication technologies has
changed the practices and possibilities of workplace organisation by allowing work to be done
online anywhere in the world (Green,2016). Information and communication technology has also
change the way that corporations and consumers communicate as it relates to crisis situations.
Dutot, Galvez, and Versailles states, “ The internet has become recognized as a relevant
channel for enhancing and fostering relations between companies and the public, and online
channels are becoming an important tool used to manage corporations’ reputations (2016)”.
Before the development of technology, tradition crisis communication referred to a firm's
communication of their crisis response to the public. Zheng, Liu, and Davison explains that
social media has allowed the public to actively participate in crisis communication by using
social media technology as way to relay negative crisis communication (2018). Zheng, Liu, and
Davison states, “Crisis information communicated among and by the public is defined as
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secondary crisis communication (SCC): the public disseminate crisis information and post
negative comments about firms in crisis (2018)”. When the public engages in secondary crisis
communication it can affect the reputation of the corporation.
Corporate Communication and Corporate Reputation
Floreddu and Cabiddu explained that corporate communication has a direct impact on
corporate reputation, and there is connection between a firm's’ social media communication
strategies and their reputation in the online environment (2015). A firm's overall corporate
reputation can be evaluated by a stakeholders direct experience, and the communication of that
firm can mold the perception and interpretation of the stakeholder (2015). Zheng, Liu, and
Davison states, “ Before the proliferation of social media, the dissemination of the public’s
negative opinions in crisis situations took more time and was diffused due to restrictions of time
and space. On social media platforms, however, SCC can be formed and propagated via
thousands or even millions of people within hours, a phenomenon Pfeffer, Zorbach, and Carley
(2014) termed “an online firestorm (2018)”. The public now has social control over negative
comments made about firms due to being able to freely share crisis information with number of
people, which can drastically influence a firm's reputation (Zheng, Liu, and Davison, 2018).
Strategies for Building Corporate Reputation and Corporate Communication
The development of technology and social media has given consumers the power to
positively or negatively affects a company's reputation. Therefore; it is extremely import for
firms to identify social media communication strategies that are effective in maintain higher
reputation levels, and avoid lower reputation levels through corporate communication. Dutot,
Galverz, and Versailles states, “The internet and its channels (e.g. networks and e-mail) have
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opened the path for personalization of messages and concrete interaction with both existing and
potential customers that could lead to a better fit between customers’ expectations and firms’
development (2016).” One way to accomplish this goal is to build a rapport with the consumer
(target market) by being transparent when crisis arises, and communicating how these issues will
be solved or avoid in the future (Dutot, Galvez, Versailles,2016).
When a corporation is able to establish a trustworthy relationship and interact with a
wider range of consumers through positive communication it can lead to an overall positive
perception of the firm's. Another strategy for building a corporation's reputation is by allowing
two way communications with an asymmetrically responses (Floreddu, Cabiddu,2016). For
example, a company such as Chick-Fil- A has a great reputation, due to how they communicate
with their customers during crisis communication. If the company receives a negative comment
via facebook or other social media, they responded with a swift and fair solution. Chick-Fil-A
also has a great reputation for having high satisfaction for the quality of their product, and
services. When companies provide customer with high quality products and services it boost
their reputations.
Conclusion
Matthew 5:16 states, “ In the same way, let your light shine before others, so that they
may see your good works and give glory to your Father who is in heaven (ESV)”. Proverbs 22:1
states, “A good name is more desirable than great riches; to be esteemed is better than silver or
gold (NIV)”. From a Christian standpoint every corporations should strive to have, or build a
great reputation for their company by treating their customer with respect during conflict
situations. Therefore; companies should create strategies that create open dialog during conflict,
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and allows for the consumer to voice their opinion, and the company to follow up a solution to
the conflict.
References
Zheng, B., Liu, H., & Davison, R. M. (2018). Exploring the relationship between corporate
reputation and the public’s crisis communication on social media. Public Relations
Review,44
(1), 56-64. doi:10.1016/j.pubrev.2017.12.006
Getting closer to the customer. (2014). Strategic Direction,30
(11), 35-38.
doi:10.1108/sd-09-2014-0125
Dutot, V., Galvez, E. L., & Versailles, D. W. (2016). CSR communications strategies through
social media and influence on e-reputation. Management Decision,54
(2), 363-389.
doi:10.1108/md-01-2015-0015
Floreddu, P. B., & Cabiddu, F. (2016). Social media communication strategies. Journal of
Services
Marketing,30
(5), 490-503. doi:10.1108/jsm-01-2015-0036
Green, A. E. (2016). Implications of technological change and austerity for employability in
urban
labour markets. Urban Studies,54
(7), 1638-1654. doi:10.1177/0042098016631906
