Corporate Reputation and the Discipline of Integrated Marketing Communications

Clarke L. Caywood*

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingChapter

2 Scopus citations

Abstract

Despite the inherent risk of communications tactics, using the framework of an integrated marketing communications (IMC) strategy with stakeholders may help prevent reputation damage. This chapter explores how IMC has emerged as a reputation support force. It examines the development of IMC and the reputation-building process. The chapter also examines reputational risks with certain types of products that pose a threat to consumers, users, and influential people. It discusses how communicating with consumers and dozens of other "protected status" stakeholders can be a high-risk professional action capable of building or ruining an organizational reputation. To overcome these negative factors, the chapter primarily addresses the IMC strategic means to reduce the risk to the reputation of an organization or individual.

Original languageEnglish (US)
Title of host publicationThe Handbook of Communication and Corporate Reputation
PublisherBlackwell Publishing Ltd
Pages94-103
Number of pages10
ISBN (Print)9780470670989
DOIs
StatePublished - Apr 4 2013

Keywords

  • Integrated marketing communications (IMC)
  • Organizational reputation
  • Reputation process
  • Reputational risks

ASJC Scopus subject areas

  • Social Sciences(all)

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