How can the corporate sector concepts of 'reputation' and 'trust' be used by local government? A study to establish a model of reputation management for local government

Article

Ryan, Barbara. 2007. "How can the corporate sector concepts of 'reputation' and 'trust' be used by local government? A study to establish a model of reputation management for local government." Asia Pacific Public Relations Journal. 8, pp. 37-75.
Article Title

How can the corporate sector concepts of 'reputation' and 'trust' be used by local government? A study to establish a model of reputation management for local government

ERA Journal ID31120
Article CategoryArticle
Authors
AuthorRyan, Barbara
Journal TitleAsia Pacific Public Relations Journal
Journal Citation8, pp. 37-75
Number of Pages38
Year2007
Place of PublicationWaurn Ponds, Australia
ISSN1440-4389
1839-8227
Web Address (URL)http://www.deakin.edu.au/arts-ed/apprj/currenti.php#4
Abstract

[Abstract]: Over the past 20 years, the concept of corporate reputation management has emerged as a credible holistic management technique in the private sector. At the same time, corporate management practices have been implemented in the public sector, not always successfully. Local governments still struggle to develop good reputations and take advantage of their unique public sector position as socially and geographically close to stakeholders.

This paper will examine the increasing importance of stakeholder relationships to local government and will present a reputation management model for improving and maintaining these relationships. It will discuss, from a theoretical perspective, how effective reputation management can improve a council’s ability to operate within its own community with decreased transaction costs.

The model approaches reputation management from perspectives presented by Fombrun and Dowling and considers each of the following dimensions from a municipal point of view: organisational culture, financial management (which in the local government model becomes corporate governance), product and service, vision and leadership, social and environmental responsibility and emotional appeal.

Differences between the corporate and municipal reputation models are discussed. The local government version is discovered to be a more rigorous and potentially effective model than that currently used in private enterprise, particularly in the field of corporate governance.

While the model is yet to be empirically tested, it has implications for local government communication practitioners and senior managers in its emphasis on stakeholder relationships within corporate governance activity.

Keywordslocal government, reputation, product, service, workplace, trust, governance, environmental responsibility, vision, leadership, financial management, organisational culture,social, emotional appeal
ANZSRC Field of Research 2020350799. Strategy, management and organisational behaviour not elsewhere classified
Public Notes

File reproduced in accordance with the copyright policy of the publisher/author.

Byline AffiliationsSchool of Humanities and Communication
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