UTILIZATION OF PR TOOLS WITHIN BUILDING A POSITIVE REPUTATION OF CZECH CHEMICAL COMPANIES

  • Jelinkova, M.
  • Lostakova, H.
  • Cepova, J.
Abstract:
Management and building of a positive corporate reputation is a frequently discussed topic in modern economic literature. The thing is that in the current market environment a positive reputation is a key intangible and hard-to-copy factor, which decides whether the company will be successful or not. Obviously, a positive reputation stems from a long-term successful operation of a company in the market, it is an image of personal experience, but it also results, to a certain extent, from the “public opinion” shared by the company’s shareholders. Therefore, what is crucial for a positive reputation of a company is not only quality customer service, but also the other corporate activities. A tool that is often emphasized in relation to building a positive corporate reputation is the company’s communication, particularly so-called “public relations”. The basic target of public relations is to contribute to creation of a positive corporate reputation among various groups of the company’s stakeholders. This paper presents and evaluates the outcomes of a primary qualitative survey, which mainly aimed to identify the rate of utilization of different public relations tools in creation of a positive reputation of the surveyed companies in individual groups of the company’s stakeholders. The research also aimed to find out which PR tools the companies consider most effective, specifically towards different groups of target stakeholders. Even though the qualitative survey was conducted through in-depth research performed at 3 large chemical companies in the Czech Republic only, we believe that it is of great benefit for effective reputation management of large industrial enterprises. The thing is that, for the time being, available literature does not provide classification of the perceived effectiveness of PR tools towards individual stakeholders of a company.
SGEM Research areas:
Year:
2017
Type of Publication:
In Proceedings
Keywords:
reputation management; public relations; chemical industry; Czech Republic; stakeholders of a company
Volume:
17
SGEM Book title:
4th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2017
Book number:
5
SGEM Series:
International Multidisciplinary Scientific Conference on Social Sciences and Arts-SGEM
Pages:
1117-1124
Publisher address:
51 Alexander Malinov blvd, Sofia, 1712, Bulgaria
SGEM supporters:
Bulgarian Acad Sci; Acad Sci Czech Republ; Latvian Acad Sci; Polish Acad Sci; Russian Acad Sci; Serbian Acad Sci & Arts; Slovak Acad Sci; Natl Acad Sci Ukraine; Natl Acad Sci Armenia; Sci Council Japan; World Acad Sci; European Acad Sci, Arts & Letters; Ac
Period:
24 - 30 August 2017
ISBN:
978-619-7408-17-1
ISSN:
2367-5659
Conference:
4th International Multidisciplinary Scientific Conference on Social Sciences and Arts SGEM 2017, 24 - 30 August 2017
DOI:
10.5593/sgemsocial2017/15/S05.140
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