Kurumsal itibar yönetiminde ekonomi basınının yeri

Abstract

The corporations and institutions develop various communication strategies in line with the corporate reputation management. Complementing the most significant part of this strategy, the "media" is the mirror of this management process. Press is considered to be the most significant medium for these corporations in expressing themselves. In this regard, "Content Analysis" and "Questionnaire" methods have been used in this research in order to find out the role of press in reputation management. The financial pages of five national newspapers ranked the highest circulation in 2012 by Media Monitoring Centre are analysed in line with "Scope, Audience and Fortune's Reputation Criteria". It is identified that the news about profits, losses, sales, partnerships, investments and productions of these corporations get high coverage in these financial pages which all of them are contents brought to the attention of the related audience. The contents such as management quality, product/service quality and long term investment value criteria get the highest coverage in media in evaluating the corporate reputation. The questionnaires indicate that the corporate news covered in financial pages attract low attention of the standard audience, i.e. the consumers who are the target audience. The consumers think that the news about the brand covered in financial pages would contribute the reputation among its sector and the competitors.