6 out of 10 internet users research products and brands!

Stating that being visible in digital environments has now become an unavoidable necessity for institutions, Communication Expert Dr. Şükrü Güler said, “Reputation management is a process. Reputation is the overall attractiveness of an organization in the minds of its stakeholders.”

Dr. Güler noted that international reports reveal 59.5% of internet users in Türkiye research products or brands, emphasizing, “This demonstrates the importance of having a presence in digital platforms within reputation management practices.”

 

Üsküdar University Faculty of Communication Public Relations and Publicity Department faculty member Dr. Şükrü Güler evaluated the concepts of reputation management and the culture of public shaming.

Reputation is built not only on actions but also on the values behind them

Explaining that the concept of reputation is directly related to the values a person or an institution relies upon when taking action and how these values are communicated, Dr. Güler said, “Reputation is not only made up of individual actions; it is formed by the values behind them. Based on this principle, the expectations of the people or groups with whom the institution, brand, or individual interacts must align.”

Reputation management is a process

Referring to Edward Freeman’s concept of the “stakeholder,” Dr. Güler stated, “These groups, such as suppliers, employees, customers, society, and professional organizationsare structures with different dynamics. Therefore, a communication strategy that responds to the expectations of these stakeholders must be maintained throughout the reputation management process. Reputation management is a process; thus, it shows continuity in line with the organization’s identity and stakeholder characteristics. All these explanations bring us to Charles Fombrun’s definition of reputation. Accordingly, reputation is the overall attractiveness of an organization in the minds of its stakeholders.”

Reputation is the strongest asset of an organization during crises

Highlighting that the development of information and communication technologies has changed individuals’ expectations from organizations, Dr. Güler said, “People now want organizations not only to present their products but also to share transparently how they conduct business, their social and community contributions, and the value they provide to employees. These communications contribute to developing a positive image of the organization or brand among individuals and become one of the key factors influencing their preferences. During times of crisis, reputation facilitates the organization’s or brand’s ability to gain stakeholder support, helping it overcome the crisis more effectively.”

Digital platforms play a key role in reputation management

Explaining that the diversity of media channels and the increase in the number of users have made it necessary to conduct reputation management activities in digital environments as well, Dr. Güler said, “International reports indicate that 59.5% of internet users in Türkiye research products or brands. This clearly demonstrates the importance of maintaining a presence in digital platforms for effective reputation management.”

What are the key elements of digital reputation management?

Discussing the main aspects of digital reputation management, Dr. Güler noted that they include “the visibility of identity elements in digital environments, management of social networks, and crisis communication.” He concluded his remarks as follows: “In reputation management efforts, identifying stakeholders and understanding their needs help shape the overall communication strategy. In this process, establishing direct communication and monitoring user-generated content are crucial for meeting stakeholder expectations and demands. Another important aspect is dealing with content that may damage the institution’s image, responding to criticisms directed at the organization and its messages, and effectively managing these challenges.”