Communication Specialist Dr. Lecturer Şükrü Güler stated that visibility in digital environments is now an unavoidable necessity for institutions, saying, “Reputation management is a process. Reputation is the overall attractiveness of the organization in the minds of stakeholders.”
Dr. Lecturer Şükrü Güler noted that international reports reveal that 59.5% of internet users in Turkey research products or brands, adding, “This situation demonstrates the importance of being present on digital platforms in reputation management practices.”
Dr. Lecturer Şükrü Güler, a faculty member at Üsküdar Üniversitesi, Faculty of Communication, Department of Public Relations and Publicity, evaluated the topic of reputation management and lynching culture.
Reputation consists not only of actions; but also of the values behind them
Dr. Lecturer Şükrü Güler stated that the concept of reputation is directly related to the values an organization or individual refers to in their actions and the transmission of these values, saying, “Reputation consists not only of individual actions; but also of the values behind them. Based on this, the expectations of the individuals or groups with whom the organization/brand/person interacts must align.”
Reputation management is a process
Referring to Edward Freeman’s concept of “stakeholder,” Dr. Lecturer Şükrü Güler said, “These groups are structures with different dynamics, such as suppliers, employees, customers, society, and professional organizations, and in the reputation management process, a communication strategy that responds to the expectations of these stakeholders must be maintained. Reputation management is a process, therefore it shows continuity with organizational identity and stakeholder characteristics. All these explanations lead us to Charles Fombrun’s definition of reputation. According to this, reputation is the overall attractiveness of the organization in the minds of stakeholders.”
Reputation is the strongest pillar of an institution during crises
Dr. Lecturer Şükrü Güler noted that the development of information and communication technologies has also changed individuals’ expectations from organizations, stating, “Individuals want organizations to transparently share not only their products but also their ways of doing business, their societal and social contributions, and the values they offer to employees. These relevant shares contribute to the development of a positive image towards the organization/brand in individuals and stand out as one of the main factors in their preferences. Reputation, during crisis periods, facilitates the organization’s/brand’s receipt of stakeholder support, providing benefit in overcoming the process.”
Digital platforms are also very important in reputation management
Explaining that the increase in media diversity and user numbers necessitates carrying out reputation management efforts in digital environments as well, Dr. Lecturer Şükrü Güler said, “International reports reveal that 59.5% of internet users in Turkey research products or brands. This situation demonstrates the importance of being present on digital platforms in reputation management practices.”
What are the prominent elements in digital reputation management?
Dr. Lecturer Şükrü Güler concluded his words by stating that the prominent points in digital reputation management include areas such as the visibility of identity elements in digital environments, social network management, and crisis communication:
“In reputation management efforts, identifying stakeholders and learning their demands also shapes the communication strategy. In the reputation management process, direct communication and monitoring user-generated content are important for meeting stakeholder expectations and demands. Another element can be expressed as combating content that may harm the corporate image, addressing and responding to criticism directed at the institution and its messages.”