ULOGA INTEGRISANIH KOMUNIKACIJA U IZGRADNJI I ODRŽAVANJU UGLEDA KOMPANIJA
Keywords:
integrated communications, public relations, reputation, sustainable development communications
Abstract
Under the conditions of uncertainty and rapid changes in the business environment, high competition, the prevalence of information and communication technologies, the reputation, which is formed thanks to the systematic communications of the company with various target groups and through the experience of interaction with it, plays an increasingly important role in the viability of the company. The article examines the global trends of today, which give impetus to the development of integrated company communications, which combine marketing communications, sustainable development communications, intra-organizational communications, crisis communications, etc. On the basis of numerous studies, the positive impact of integrated communications on the company's reputation is analyzed (according to the Global RepTrak 100 study, an annual ranking of the corporate reputation of the world's leading companies). The emphasis in the article is made on the need to use proactive communications, communication from the practices of sustainable development of companies, CEO communications and corporate communications aimed at changing the behavior of target groups.
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2. Bromley D. B. (1993) Reputation, image, and impression management, John Wiley & Sons, New York.
3. Manto GotsiAlan M. Wilson (2001). Corporate reputation: seeking a definition, Corporate Communications: An International Journal, Vol. 6 Iss 1 pp. 24 – 30. http://dx.doi.org/10.1108/13563280110381189
4. Roberts P. W., Dowling G. R. (2002). Corporate reputation and sustained superior financial performance, Strategic Management Journal, p. 1077-1093.
5. John Doorley, Helio Fred Garcia (2020). Reputation Management The Key to Successful Public Relations and Corporate Communication, 2020, 4th Edition.
6. Smaiziene, Ingrida & Jucevicius, Robertas (2010). Corporate Reputation: Multidisciplinary Richness and Search for a Relevant Definition. // Engineering Economics. 2010. – №2. – С. 91–100. https://www.researchgate.net/publication/228337578_Corporate_Reputation_Multidisciplinary_Richness_and_Search_for_a_Relevant_Definition
7. Fombrun C. J (2018). Reputation: Realizing Value From The Corporate Image / Charles J. Fombrun. – Boston: Harvard Business School Press, 2018.
8. Fombrun, C., Gardberg, N. & Sever, J. (2000). The Reputation QuotientSM: A multi-stakeholder measure of corporate reputation. Journal of Brand Management. Volume 7, pages 241–255. https://doi.org/10.1057/bm.2000.10
9. Seven Drivers of Reputation. RepTrak (2023). https://www.reptrak.com/case-studies/ultimate-reputation-guide/7-reputation-drivers/
10. 2023 Axios Harris Poll 100. https://theharrispoll.com/wp-content/uploads/2023/05/2023-Axios-Harris-Poll-100_WEBSITE-REPORT-2.pdf
11. 2023 Global RepTrak 100. https://www.reptrak.com/rankings/
12. Ligeti G., Oravecz A. (2009) CSR Communication of Corporate Enterprise in Hungary, Journal of Business Ethics, Vol. 84, p. 137-149.
13. Porter, M. E., & Kramer, M. R. (2011). Creating shared value. Harvard Business Review, 89(1/2), р. 62–77.
14. Nada Soudi, Chams Eddoha Mokhlis (2020). The Impact of CSR Communication on the Company’s Reputation Vol. 38 No. 4 (2020): Special Issue: The Recent Economic Trends and their Impact on Marketing. https://doi.org/10.25115/eea.v38i4.3983
15. Alla Zinchenko, Vadym Naumov (2021). The Impact of the Corporate Social Responsibility on the Reputation of Companies. https://ndipzir.org.ua/wp-content/uploads/2019/Ryha_09.10.19/Ryha_09.10.19_15.pdf
16. Duncan Т., Moriarty S. (1997) Driving Brand Value: Using Integrated Marketing to Manage Profitable Stakeholder Relationships. McGraw-Hil, 1997.
17. Philip Kotler, Hermawan Kartajaya, Iwan Setiawan (2016). Marketing 4.0: Moving from Traditional to Digital. Wiley. 2016.
18. DataReportal (2024). GLOBAL SOCIAL MEDIA STATISTICS. https://datareportal.com/social-media-users
19. Lee Mcіntyre (2018). Post-truth. MIT Press, 2018.
20. Cho, C.H., Martens, M.L., Kim, H. et al. (2011). Astroturfing Global Warming: It Isn’t Always Greener on the Other Side of the Fence. Journal of Business Ethics 104, р. 571–587 (2011). https://doi.org/10.1007/s10551-011-0950-6
21. Edelman Trust Barometer 2023: The Collapse of Purchase Funnel. https://www.edelman.com/trust/2023/trust-barometer/special-report-brand-trust
22. USC Annenberg’s 2023 Global Communication Report “New Reputation”. https://annenberg.usc.edu/research/center-public-relations/global-communication-report
23. 2023 Deloitte Gen Z і Millennial Survey. https://www.deloitte.com/global/en/issues/work/content/genzmillennialsurvey.html
24. 2021 Deloitte Global Millennial and Gen Z. https://www2.deloitte.com/ua/uk/pages/about-deloitte/press-releases/in-its-10th-year-the-deloitte-global-millennial-and-gen-z-survey-reveals-two-generations-pushing-for-social-change-and-accountability.html
25. Global Report. Edelman Trust Barometer, 2019. https://www.edelman.com/trust/2019-trust-barometer
26. Global Report. Edelman Trust Barometer, 2023. https://www.edelman.com/trust/2023/trust-barometer
27. Charm, T., Dhar, R., Haas, S., Liu, J., Novemsky, N., & Teichner, W. (2020). Understanding and shaping consumer behavior in the next normal. https://www.mckinsey.com/capabilities/growth-marketing-and-sales/our-insights/understanding-and-shaping-consumer-behavior-in-the-next-normal
Published
2025/03/20
Section
Review Paper
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