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THE CONCEPT OF BUSINESS REPUTATION AND IMAGE OF THE ORGANIZATION, THE MAIN DIFFERENCES. MECHANISMS OF BUSINESS REPUTATION OF THE ORGANIZATION
Nizovtseva Natalya Fedorovna1, Vvеdеnskaya Marina Viktorovna2
1Russian Presidential Academy of National Economy and Public Administration, Associate Professor of the Department of public relations management
2Russian Presidential Academy of National Economy and Public Administration, Ph.D., Department of Publiс Relations
1Russian Presidential Academy of National Economy and Public Administration, Associate Professor of the Department of public relations management
2Russian Presidential Academy of National Economy and Public Administration, Ph.D., Department of Publiс Relations
Abstract
At the heart of building a reputation in the activity of PR-divisions of the company is an adequate representation of the possibilities and the status of the message source and the device, a clear awareness of the purposes of communication, a segmented approach to target audiences and adapting the informational message to selected community groups, the choice of distribution channel and evaluation of activities. Reputation formed on the basis of past years and the fait accompli. The process of forming the business reputation of the organization takes place in parallel and slightly susceptible to external refinements. However, it may be subjected to deliberate adjustments using the communication resources of the organization.
Keywords: external PR, funсtion PR, internal сorporate PR, organization of PR, PR-сampaign
Article reference:
The concept of business reputation and image of the organization, the main differences. Mechanisms of business reputation of the organization // Economics and innovations management. 2016. № 4 [Electronic journal]. URL: https://ekonomika.snauka.ru/en/2016/04/11143
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