This podcast episode is based on Chapter 1 of the book by Professor Alexander V. Laskin Organizational Reputation Management: A Strategic Public Relations Perspective (https://www.wiley.com/en-us/Organizational+Reputation+Management%3A+A+Strategic+Public+Relations+Perspective-p-9781394180332).

It explores the concepts of reputation, brand, identity, image, and relationship.. It argues that a company's identity is how it wants to be perceived, while its image is how it is actually seen by its various stakeholders. Relationships, the context in which these perceptions are formed, are key to shaping a company's reputation. The chapter emphasizes the importance of aligning a company's identity with its image in order to build a positive reputation. It also emphasizes that reputation is a long-term concept, shaped by the sum of all images and relationships over time.

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