Reputation management using online and offline communication tools
Reputation management using online and offline communication tools
Author(s): Diana Zraková, Patrik Ferenc, Kristína Poláčková, Milan KubinaSubject(s): Theory of Communication, Higher Education , Marketing / Advertising, ICT Information and Communications Technologies
Published by: Univerzita sv. Cyrila a Metoda v Trnave, Fakulta masmediálnej komunikácie
Keywords: Communication; Offline tools; Online tools; Reputation; Reputation management; Stakeholders; Students; University;
Summary/Abstract: Reputation management is also important in the field of higher education, i.e. universities that are interested in enhancing quality in terms of gaining elite students, outstanding teachers, and valuable partners (investors). This paper highlights the importance of reputation management using online and offline communication tools. It also points out that the reputation of the university through various online and offline communication channels is made and disseminated by various stakeholders. In the paper, an anonymous Slovak University is analyzed which had to face to fight with a negative reputation. The analysis consists of identification of online and offline communication tools used by the university and the stakeholders that spread awareness of the university and through which they creates a reputation of the university. Based on these findings, a reputation management process model was developed after arising a negative reputation using the online and offline communication tools.
Journal: Marketing Identity
- Issue Year: 5/2017
- Issue No: 1/1
- Page Range: 277-289
- Page Count: 13
- Language: English