Building Organizations Image

Abstract

It is crucial for a company to maintain its image and reputation, and public relations (PR) plays a vital role in doing so. This study investigates strategies that help an organization rejuvenate its image after damage from ineffective PR. It is important to know which PR strategies engage stakeholders because it is critical for the survival of a company that it maintains healthy relationships with all entities. A case study was conducted to explore what ruins a company's image and what role a PR department plays in rejuvenating it. To gain valuable insights into this topic, interviews were conducted with fourteen PR professionals including people who are working in the mentioned case studies places and organizations that faced some crisis in this chapter. Results suggest PR plays a critical role during crisis management; through PR teams, organizations can turn adverse situations to their favor and reconstruct reputations that would otherwise be tarnished.