Pembentukan Reputasi Organisasi Melalui Total Corporate Communication
Abstract
Reputasi merupakan aspek yang sangat penting dalam keberlangsungan suatu organisasi. Organisasi harus berupaya melaksanakan komunikasi yang strategis dan komprehensif dalam rangka membangun reputasi. Di era digital, di mana akses komunikasi begitu mudah dan arus informasi mengalir deras, tuntutan untuk mengelola reputasi organisasi menjadi semakin meningkat. Pelaksanaan aktivitas komunikasi dalam rangka mempresentasikan dan mengekspresikan identitas perusahaaan harus dilakukan secara konsisten, strategis dan holistik, sehingga pada akhirnya dapat membentuk citra dan reputasi yang positif dan solid. Penelitian ini bertujuan untuk memberikan pandangan mengenai pola pengelolaan komunikasi strategis dan holistik dalam rangka pembentukan reputasi organisasi. Melalui metode literature review, penelitian ini menyimpulkan bahwa implementasi total corporate communication merupakan salah satu cara yang efektif bagi perusahaan dalam mengekspresikan dan mempresentasikan corporate identity kepada publik. Total corporate communication menerapkan pola komunikasi yang konsisten, menyeluruh dan holistik, sehingga corporate image akan terbentuk secara solid dibenak para stakeholders. Pelaksanaan total corporate communication yang konsisten dan berkesinambungan, seiring waktu juga akan membentuk reputasi yang kuat dan solid, sehingga mendatangkan banyak keuntungan bagi organisasi atau perusahaan
Downloads
References
Aula, Pekka, & Mantere, Saku. (2013). Making and breaking sense: an inquiry into the reputation change. Journal of Organizational Change Management, 26(2), 340-352. Google Scholar
Balmer, John M. T., & Gray, Edmund R. (1999). Corporate identity and corporate communications: creating a competitive advantage. Corporate Communications: An International Journal, 35(4), 248-291. Google Scholar
Balmer, John M. T., & Wilson, Alan. (1998). Corporate identity: there is more to it than meets the eye. International Studies of Management & Organization, 28(3), 12–31. Google Scholar
Doorley, John, & Garcia, Helio Fred. (2015). Reputation management: The key to successful public relations and corporate communication. Routledge. Google Scholar
Dowling, Grahame R. (2004). Journalists’ evaluation of corporate reputations. Corporate Reputation Review, 7(2), 196–205. Google Scholar
Fombrun, Charles J., Van Riel, Cees B. M., & Van Riel, Cees. (2004). Fame & fortune: How successful companies build winning reputations. FT press. Google Scholar
Griffin, Stadium Ben Hill. (2003). Lapangan Steve Spurrier-Florida di Stadium Ben Hill Griffin. Kos, 2011, 2015–2017. Google Scholar
Hatch, Mary Jo, & Schultz, Majken. (2008). Taking brand initiative: How companies can align strategy, culture, and identity through corporate branding. John Wiley & Sons. Google Scholar
Issa, Mina T. (2011). Preserving corporate reputation in the social media era. Iowa State University. Google Scholar
Lewis, Stewart. (2001). Measuring corporate reputation. Corporate Communications: An International Journal, 1-9. Google Scholar
Luoma-aho, Vilma, Canel, MarÃa José, & Sanders, Karen. (2019). Global public sector and political communication. In The Global Public Relations Handbook (pp. 111–119). Routledge. Google Scholar
Luomaâ€aho, Vilma. (2008). Sector reputation and public organisations. International Journal of Public Sector Management, 21(5), 446-467. Google Scholar
Melewar, T. C. (2008). Facets of corporate identity, communication and reputation. Routledge. Google Scholar
Newmark, Craig. (2012). The reputation society: How online opinions are reshaping the offline world. Mit Press. Google Scholar
Okoli, Chitu, & Schabram, Kira. (2010). A guide to conducting a systematic literature review of information systems research. Google Scholar
Smith, Ronald D. (2020). Strategic planning for public relations. Routledge. Google Scholar
Sztompka, Piotr. (1999). Trust: A sociological theory. Cambridge university press. Google Scholar
Van Riel, Cees B. M., & Balmer, John M. T. (1997). Corporate identity: the concept, its measurement and management. European Journal of Marketing, 31(5), 340-355. Google Scholar
Van Riel, Cees B. M., & Fombrun, Charles J. (2007). Essentials of corporate communication: Implementing practices for effective reputation management. Routledge. Google Scholar
Wæraas, Arild, & Byrkjeflot, Haldor. (2012). Public sector organizations and reputation management: Five problems. International Public Management Journal, 15(2), 186–206. Google Scholar
Walker, Kent. (2010). A systematic review of the corporate reputation literature: Definition, measurement, and theory. Corporate Reputation Review, 12(4), 357–387. Google Scholar
Copyright (c) 2021 Diah Prihatini
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
