Паблик рилейшнз и репутационный менеджмент

Abstract

Under conditions of today’s highly competitive economic environment, of more public attention on state, political and business organizations and consequences of their activity, an institute of public relations is becoming one of the key part of strategic management. The ability of public relations’ science and art to meet this management challenge will depend heavily on the success of PR professionals to perform crucial functions: to create, to protect, and to consolidate the most important asset of organization – its reputation. Resting upon world PR experience the article reviews an organizational structure for reputation management, role of Chief Executive officer and Chief PR officer in this sphere, as well as tactical models of reputation management.