As seen in the below figure, corporate reputation is at the core of business success. The figure shows the external environment (global markets, economic situation, social, technological and stakeholders) influencing the company’s reputation among their customers. The external environments form customer’s trust with the company which also influences how the company communicates with their customers and the external environments.
Photo source: Journal of Product & Brand Management (Omar, Willams, Lingelbach)
If the external environments portray the company in negative way, corporate communication will communicate damage control and image rebuilding. If the external environments portray the company in a positive way, corporate communication can focus on advertisements and new products and services to promote.
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