Institutional reputation management
Is the reputation of the institution an important indicator to measure the excellence of the institution? Has Apple topped the most reputable company with no innovation?
Are institutional reputation and mental image linked to excellence in the institution?
Reputation is the real capital of a person, and it is also for institutions (government, private), reputation is the basis for success, and the sustainability of excellence, and it creates the positive mental image of this institution.
Institutional reputation management is a modern administration that works to combine improving internal processes and the quality of institutional communication using sound methodological strategies that do not conflict with reality, but rather highlight it and help it to create a positive impression of the institution, its services and products, because weak institutional communication misses the true role of the institution.
Many organizations offer quality performance, products, and services, but do not know how to show them, and they do not have the ability to build good bridges to communicate with customers, which help them build a competitive advantage that will only be achieved through managing institutional reputation.
And reputation management is not limited to achieving a positive impression with external clients only, but rather starts from within and builds a close relationship with employees at all levels, which creates an environment conducive to creativity.
In order to achieve excellence in order to achieve a good reputation, we must bear in mind that we are dealing with a conscious and informed society that lives in the information age. There is no way for the media in the institution to confine to polishing, highlighting the advantages, and hiding flaws, as the true reputation results from actual experience and field practices.
Here it must be emphasized that the government and private sectors have no difference between them in the necessity of building a bright mental image for a national institution set an example in providing the best services, and that despite the importance of reputation management and improving the mental image in many areas of business management and marketing, it is even that Now some of our institutions, especially the government, have not reached the positive mental image that achieves them the competitive advantage, and here the role of public relations in institutions is highlighted to reach that. Delegations, organize Concerts, events and the like, while he missed their intellectual role, cognitive, social and other vital roles that contribute to building institutional reputation.
Among the most important factors in building reputation: credibility, institutional governance, innovation and creativity, trust, so what is the benefit of building a vision, mission and values in every institution and when actual practices find them do not match their reality but rather contradict it, which creates a negative fake image and leaves a bad impression on it, and this is what a company has done “Rolex”, where it maintained the reputation of the Swiss watch industry, in a study conducted by the International Reputation Institute topped the most reputable companies in the world for the second year, due to the great position the company has achieved in performance, products and services.
Finally, in order to build a distinct institutional reputation for the institution, it is through an administration that knows its identity, what it wants, and how it achieves distinction from others, and what is the image that you want to appear in it?