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Plotka w korporacyjnej komunikacji kryzysowej

100%

Bielenia-Grajewska M.

Prakseologia

2011

nr 151

209-222

The aim of this paper is to show the role of gossip in corporate crisis communication. The author wants to present how gossiping can be understood and to highlight its ethical dimensions related to profession and culture. The aim of this section is not only to show its unethical aspects but also some potential advantages in organizational settings. In the last part of this work the author discusses the role of gossip in corporate crisis communication.

Digital Reputation Management in American Cancer Hospitals : A Proposed Model

88%

Medina Aguerrebere P. , Medina E. , Gonzalez Pacanowski T.

nr 2(31)

265-285

Cancer patients face complicated situations from an emotional, social and physical perspective. Hospitals help them through implementing corporate communication initiatives based on social media platforms. This win-win relationship allows hospitals to reinforce their brand reputation. This paper aims to better understand how cancer hospitals manage social media platforms for enhancing their brand as well as their relationships with stakeholders. To do that, we carried out a literature review about corporate communication in health organizations, as well as a content analysis about how the top 100 American cancer hospitals managed their corporate website as well as their corporate profile on Facebook, Twitter and YouTube for branding initiatives. Finally, we proposed the Reb Model for Branding Cancer Hospitals. We concluded that thanks to social media, cancer hospitals can reinforce their brand because these platforms allow them to promote human values, improve their internal processes and become a true source of scientific information.

Corporate Reputation and Brand Architecture: the Debate

51%

Hasanbegović D.

nr 2

37-43

This paper argues that for organizations with a branded identity structure investing in corporate reputation is not a waste of scarce resources, but a wise strategic investment that earns significant present and future economic and non-economic returns for a company. In the global market of the 21st century, corporate reputation provides a number of intangible benefits: it permits stakeholders to asses a firm's ability to deliver valued products; it indicates past interactions with a firm's stakeholders; it improves a firm's ability to recruit and preserve its primary stakeholders; along with delivering tangible (financial) benefits by enhancing a firm's ability to do better than its competitors, thus expanding its profits and revenues. These tangible and intangible benefits of favorable corporate reputation are present regardless of the brand architecture type, such that strategic investment in corporate reputation must be executed equally for all three categories of brand architecture.