Reputation Management in Educational Organizations: Suggestion of a New Model
Academic Leadership - Online Journal,
Vol. 6 No. 1 (2005): Vol-6-Issue-1-January-2005
We hear the phrases of having and losing reputation frequently in daily life. The title of reputable is
generally used for people loved and respected by the society. In addition, reputation is used for
meaning respect, regard shown to a person or an object from outside or the community and expressed
as a perception of the public (Davies et al. 2003, 37; Marconi 2001, 20; Sherman 1999, 11).
The concept of reputation is consists of two main elements such as identity and image. Of these
elements, image explains how an organization is perceived by outside shareholders meaning
costumers, government representatives, media, and society. Identity concerns how an organization
appears to internal shareholders (Schultz and Werner 2005; Davies et al. 2003, 25–26;
Gopalakrishnan 2000). Reputation is a general identity including both identity and image, and implies
total perceptions of both internal and external shareholders related to the institution.
Reputation management strategy is a professional service which is more recent than other service
sectors and it helps, supports organizations. Interest in reputation management first increased in 1990
in USA. With subsequent “Most Admired Corporations” research done by Fortune Magazine,
reputation management started drawing attention in global market (Deephouse 2002).