Enhancing Corporate Reputation Through a Deconstruction of Issues and Crises Roles

Overtime, the issues associated with corporate reputation have thrown several challenges at scholars who try to decipher what should and should not be an ideal reputation. With literatures suggesting that different publics have different perceptions of an organization whether the origin, length of planning circle, quantum and scale of branding engaged by such organizations matter or not (Hatch and Schultz, 2008) and the fact that the individual specific circumstances of message reception interact with the changing behaviour and activities of an organization , (L'etang and Pieczka, 2006); this paper adopted a critical analysis approach to identify issues in image and reputation building, situate the issues in the context of corporate values; and, appraised how such issues associated with the roles played during crises can help in enhancing corporate reputation