Senior Business Executives See Communication and Reputation as a Crucial Part of Their Leadership Role
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Between Christmas 2004 and summer 2005 the Dutch strategic communication company Boer & Croon Corporate Communication conducted research under the title ‘Executives on Reputation’, into the views held by the senior management of the largest Dutch companies on corporate communication and reputation management. The main conclusion is plain. Chairmen see this as an extremely relevant field and as an important part of their own leadership role. At the same time, they are not impressed with communication professionals.
Keywordsreputation image identity brand stakeholder communications intangibles philanthropy advertising positioning corporate branding e-communication reputation management corporate communication dominant logic
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