A Study of the Reputation Management Strategies in Corporate Crisis

This study explores the reputation management strategies taken by key stakeholders, the company, the celebrity endorser, and the public, in response to a corporate crisis event made visible through the contemporary social media context. The study emphasizes the importance of having a clear objective, a dedicated team, keeping communication going, and the use of apology as a method to solve crisis.

A study of the reputation management strategies in corporate crisis 1
A STUDY OF THE REPUTATION MANAGEMENT STRATEGIES TAKEN BY KEY
STAKEHOLDERS, THE COMPANY, THE CELEBRITY ENDORSER AND THE PUBLIC,
IN RESPONSE TO A CORPORATE CRISIS EVENT MADE VISIBLE THROUGH THE
CONTEMPORARY SOCIAL MEDIA CONTEXT
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A study of the reputation management strategies in corporate crisis 2
Literature Review
In this section, it is evident that the use of social media remains as the best device for
management of reputation among key stakeholder, organization, celebrity endorser, and the
public in response to the crisis event. Before emergence of information together with
communication technology that leads to empowerment of people, stakeholders of different
companies, endorser of celebrity, and the public were more careful on management of strategies
due to insufficient knowledge of product, low service or product alternatives, or lack of trust on
data provided through social media.
Management of crisis
The occurrence of crisis in most cases can result in a devastating effect on operations of any
company globally. When such instances of crisis occur, there is the need to put appropriate
strategies of managing such reputations into reality (Siemiatycki, and Siemiatycki 2016, p.
1254). Failure to manage crisis within company management has to focus on creation of public
relations responses to fight the reputational crisis (Zipporah and Dr.Mberia 2014, p. 2279). It is
the responsibility of every manager of a company to ensure that its organization is capable of
responding to the crisis and in the process of response, it must maintain reputational strategy.
Using a distancing approach to solve the crisis
The company has to set legitimate arrangements of its operations and exact concentrate on
failure to which will make it fail in having the capacity of successful bargaining with the impacts
of the crisis as well as recouping to its past state. Regarding the rule, it indicates that "Preferable
counteract over treat," best way of adapting effectively to different operational crises by an
organization is through ideas of maintaining a strategic distance from their operations

A study of the reputation management strategies in corporate crisis 3
(Verhoeven, Van Hoof, Ter Keurs, and Van Vuuren 2012, p. 502). Most business in global
society has demonstrated that crises in management can truly be counteracted as well as
maintained a strategic distance during management process. However, establishment of
appropriate avoidance operations together with an appropriate hierarchical structure can allow
every organization to distinguish and oversee in due time any conceivable dangers that can result
to management crisis (Phan 2017, p. 27). It is evident that crisis management always approaches
different dangers that are made visible through the contemporary social media context from the
responsive manner. The management tends to depict various events that should be created while
maintaining the final target to decrease the disaster among key stakeholders of the company,
endorser of celebrity and the public (Shayb 2017, p. 31). With different approaches of
management of crisis set in place, there is some negativity that does arise in the process of
management in responding to the corporate crisis event that is made visible through the
contemporary social media context.
Some of the causes of corporate crisis
There are several causes of corporate crisis that key stakeholders of a company, celebrity
endorser, and public need to form reputation strategies to manage effectively. The causes of
corporate crisis event that are made visible through the contemporary social context can be
classified in different ways depending on the level from which they influence position of
organization and where they appear in operations (Chun 2005, p. 97). Some of these causes of
corporate crisis on event made visible through the contemporary social context consist of online
marketing along with online word of mouth firestorms (Helm and Tolsdorf 2013, p. 147). Other
causes of corporate crisis include insufficient funds for operations, drop in market share,

A study of the reputation management strategies in corporate crisis 4
advancement in technological usage, changes in the market, changes in marketing legislation,
and natural disasters among other elements.
Growing use to social media as a reason for creation and solution of crisis
It is one of the significant impacts of uses of social media that causes corporate crisis. There is a
changing focus on the use of social marketing for promotion on different sites such as Facebook,
WhatsApp, Twitter, LinkedIn, and Instagram among other societal media podiums. The use of
societal media has remained to be an essential approach of attracting consumer by offering ideal
platform to them in expressing their views concerning operations of organization (Nijkrake,
Gosselt, and Gutteling 2015, p. 83). Social media platforms on one side remain to be a highly
beneficial setting for propagation of word-of-mouth of advanced ideas and products. The use of
these platforms has constantly made them be the focus of communication for marketing (Feffer,
Zorbach, and Carley 2014, p. 123). Besides, different organizations, key stakeholders, and
celebrity endorsers have been countering effect of harmful online marketing together with online
word-of-mouth with complaint traits. The online firestorms pose advance challenges for
marketing communication leading to corporate crisis that is always made visible through the
contemporary social media context (van Dreven and Koolma 2012, p. 214). As reported by
Osaretin (2017, p. 25), feeling of shaping the progression of crisis management through web-
based networking media destinations are commanded by different variables. These variables
include speed and volume of correspondence, arrange groups, parallel decisions, unreasonable
data stream, and absence of assorted qualities, cross-media flow, and system activated choice
procedures. All these variables are very interrelated (Eriksson and Olsson 2016, p. 201). The
word of mouth firestorms should be handled appropriately through means of focusing on by the
marketing communicators, and tactfully the situation needs to be handled.

A study of the reputation management strategies in corporate crisis 5
Most common approaches to crisis management
Management of crisis in operations of corporate focuses on the process that organization deals
with the unexpected and disruptive event that threatens to harm the stakeholders or operations of
organization. The approaches of managing crisis consist of different consequent steps from the
acknowledging of impacts of disaster on company to preventing, overcoming, or alleviating the
different kinds of crisis (Eriksson and Olsson 2016, p. 203). Before striking of a crisis,
management of organization owners always thinks on different ways a disaster might impact
workers, clients, suppliers, the general public, celebrity endorsers, and their values of
organization. The crisis can strike any operations of the company at any time and any place.
Therefore, advanced planning of appropriate approaches of managing crisis is the key to survival
(Helm and Tolsdorf 2013, p. 149). Advanced planning to manage crisis is the key to survival of
operations of workers and other stakeholders in a corporation. Some of the approaches to use in
crisis management include ideas of having plan, identification of spokesperson, being honest and
open, as well as keep workers informed. Other approaches include need of communication with
suppliers and customers, update early and often, and improving operations through social media.
The other steps that can be used for crisis management i9nclude activities that the business uses
to respond or counter in the face of a major crisis (Mio and Fasan 2012, p. 276). These steps
consist of development of clear objectives, focusing on employing a dedicated team, keeping the
communication flowing, focusing on prevention model as an approach that is better than cure,
together with anticipating the crisis.
Clear objectives

A study of the reputation management strategies in corporate crisis 6
With clear objectives of operations, nothing will fall into place as the organization operates. If
management lacks a detailed and crystal clear objective, then the company can face crisis in
operations. For this reason, an individual in the management needs to have ideal focus of what
their business targets are together with how particular disaster will impact these targets of
operations (Zafer 199, p. 305). Hence, an individual comes up with aims of planning for disaster
management. There exist several predictions and thoughts that go into this specific approach of
managing catastrophes in operations. Therefore, by the use of this approach, a lot of foresight is
needed.
The process of management in predicting what their organization may stumbled upon is often not
simple, particularly if they fail to have large organization, or have been undergoing through
smooth nautical for extended period presently. These approaches always silence businesses into
fall intellect of security that has upsetting costs at duration of disaster (Podnar, Tuškej, and
Golob 2012, p. 913). Therefore, to avoid such corporate crisis, there is a need to plan out from
the start by planning every operation carefully. Besides, there is a need of being aware of the
details of every single individual, stakeholders, parties, celebrity endorsers, and key stakeholders
that will be impacted by this approach. Therefore, by setting a clear objective, management can
at that point set out the arrangement for how to conceal misfortunes with every one of the
gatherings parties that are involved in operations. All these parties in operations of corporation
must be kept on top of it. From that point on, in view of all these set clear goals during corporate
operations, management has point by point plan in composed frame and back it with all
important relevant legal actions together with proper documentation (Mitra 2011, p. 13).
Therefore, every activity that has to be done that relates to every section of business operation
need to have point by point out in this arrangement. The arrangement should then be in like

A study of the reputation management strategies in corporate crisis 7
manner disseminated to each individual concerned and associated with the operations of
corporation. The use of the approach should be suitably spread to every individual concern and
linked to the organization (Zafer 199, p. 306). Furthermore, approach needs to be altered and
refreshed according to the periodical stream of business. Additionally, the management of
corporate should always remember the nearness of budgetary and lawful specialists and their
inclusions at whatever point working out the notoriety for emergency administration plan.
Having a dedicated team
The belief that all-active deck right now of emergency is the genuine approach to remain one of
most common mistakes that corporate face. However, such issues can be the formula for the
significantly greater disaster (Ethan, Basch, Berdnik, & Sommervil 2016, p. 196). To the extent
procedures of reputational emergency administration go, the best methodology of managing the
emergency is to have the whole group that is devoted exclusively for this reason. The
comparators with responsibility of management need to need to and never keeps emergency
administration as a second thought and sitting tight for the minute for emergency to happen for
management of disaster. From start, management needs to commence with ideas of
brainstorming with prediction on what type of disaster the operations of corporation might face.
The process of planning, prediction, together with action course should be decided by this team
of key stakeholders, the company, celebrity endorser, an entire organization. It is imperative to
be careful for the management to be careful about the personnel that will exist in the
team(Köster, Rüth, Hamborg, & Kaspar 2015, p. 186). Team of managing crisis has to be headed
by CEO, and they should be advised by the senior members of the departments that deal with
public relations along with the senior legal executive of the corporate.

A study of the reputation management strategies in corporate crisis 8
Another essential idea is to employ specialists on the team to help in crisis management.
Providing special training to individuals if there is a it ought to be in a perfect world an
opportune practice to refresh, examine, and audit any conceivable emergency by the business
amid whenever and the conceivable ways to deal with forestall and handle emergency (Eriksson
and Olsson 2016, p. 202). On the off chance that administration trusts that their business does not
have enough aptitude or master people for this kind of work, the colossal alternative is to choose
the legitimate firm or any office that practices amid emergency.
Keeping communication going
It is essential feature of corporate disaster management. It has to be open together with well-
structured system of communication by use of social media platforms. Initial step is to impart all
the potential risk and emergency to the concerned gatherings that would be the key partners,
celebrity endorsers, public, and organization’s customers. The first, as well as foremost issue to
perform is to focus on appointing all around prepared and very much educated emergency
representative (Mersham, Skinner, and Rensburg 2011, p. 198). On the off chance that there
exists a shot that particular emergency will have the effect on general society and in addition
clients, at that point there will undoubtedly be association of media. Therefore, duty of
representative is go about as the company's voice, ready to assuage general public along with
every inquiry with apprehensions. The other essential factor is trustworthy and transparent in
operation as a way of managing catastrophe in corporate (Carrillat, d'Astous, and Christianis
2014, p. 1028). There is a need to ensure that the workforce is always updated with latest
operations particularly in crisis time. The process can help in preventing the ill-feelings and
workers might feel that they are well informed and part of company operations.

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Apology as a method to solve crisis
In business operations, it is evident that each business makes mistakes. The need for apology
helps every operator to focus on losing customers forever and gaining lifelong fans. Therefore, it
is clear that every organization and management is at some point going to screw up their
operations (Zheng, Liu, and Davison 2018, p. 61). So the question becomes, if, as well as how,
they need to apologize. Apologizing help in ensuring that management of corporate
acknowledges that they understand and hold responsibility for every negative element that may
affect their customers. Public apology is always the high-risk move in ensuring that corporate
crisis is well addressed (Mitra 2011, p. 13). It is important for key stakeholders, organization,
celebrity endorser, and public to understand what apologies can and cannot do in time of crises.
The idea might help them to avoid both foolhardy stonewalling as well as unnecessary contrition
(Köster, Rüth, Hamborg, & Kaspar 2015, p. 187). Corporate need set guidelines for determining
if the misstep merits the apology and when it does, the manner of delivering the message.
Apology as technique to solve crisis in an organization is even more difficult in its operations. In
considering whether as well as how to apologize, even seasoned managers can become gripped
by indecision in the process (KesetovicK,Toth, and Korajlic 2014, p. 174). The situation is
understandable, however, crisis of company is often caused by the single division or worker, and
the bad situation is occasionally made worse by different vents that are beyond their control.
Most apologies do not incur any form of charge and may create substantial value. They can help
in operations of corporate in defusing the tense situation and fears of legitimating are often
unfounded (Mason 2014, p. 81). The reasons for apologizing as a way of solving crisis is
because it removes the violations that had been real o perceives by enabling an individual to
accept full or partial blame for causing any harm. It is essential as it determines if violation was

A study of the reputation management strategies in corporate crisis 10
core on noncore. It helps in showing how different responsibilities are peripheral or less
consequential.
Celebrity endorsement
The response of organization should always depend on different values and beliefs of the public
along with different types of offense committed as endorser celebrity may not matter so much as
the endorsers a single element. Therefore, management of corporate need to stand in between
endorser and endorsed celebrity in the time of crisis (Carrillat, d'Astous, and Christianis 2014, p.
1029). Every organization has the mandate of planning its reputation management strategies to
help in marketing. According to sediments by Kim, Miller, and Chon (2016, p. 87), the plan can
help in supporting aggressive differential favorable position for the administration of company
and item association. Many organizations tend to contribute immense amount of money towards
adjustment of their brands and operations of endorsers. Such endorsers in most cases are viewed
as exclusive with both alluring and affable traits and arrangement of friends.
Celebrity endorsement remains to be the form of campaign for advertising or strategy of
marketing of different products and services. These strategies are utilized by different brands,
organizations, or non-profit corporations that involve celebrity or well-known individuals using
their social status or their fame (Wartick 2002, p. 381). It helps in promotion of products,
service, or even increase awareness on environment or matters to deal with social activities
during corporate reputation of corporate management. Celebrity branding is having the product
that the endorsers want and utilizes and incorporates into their culture along with having some
understanding concerning the product (Chang and Ko 2016, p. 683). Moreover, celebrity
endorsement poses considerable effects in sales of products and brand by an organization as they

A study of the reputation management strategies in corporate crisis 11
can offer to supply different data that focuses on advantages and remarkable features of the
product in standard and unbiased form.
Celebrity Endorser activity
Given below are all the actions and reactions taken by Pierce Brosnan during the crisis. This
section covers all the important steps taken by him to cover up for the crisis and maintain a good
image in front of the society and the audience. It covers a series of activities undertaken by him
and what he considered was the best approach to overcome the crisis (Carrillat, d'Astous, and
Christianis 2014, p. 1027). However, from a marketing communication (marcom) perspective, it
is significant that associations plan methodologies that help bolster forceful differential good
position for an affiliation's things or organizations. In like way, marcom practices move down
various parts in the promoting mix, for instance, thing arrangement, marking, bundling, valuing,
and put decisions (appropriation channels and physical dissemination) to attempt to make
advantageous results in the brains of buyers (Helm, S. and Tolsdorf 2013, p. 149). In achieving
this, use of whiz endorsers is a used marcoms methodology.
Associations contribute gigantic totals of funds to alter their products as well as and key
stakeholders to endorsers. Such endorsers are seen as one of a kind with both charming and
amicable qualities and companions' course of action that these attributes are traded to things
through marcom works out (Mason 2014, p. 87). Furthermore, given their notoriety, superstars
serve to make and care for thought, and in addition to achieve high survey rates for marcoms
messages in the present much-cluttered circumstances. Initially, this technique appears a no-
chance or all-pick up circumstance, be that as it may, likewise with any powerful marketing
communication methodology leading to possible perils (Kim, Miller, and Chon, 2015, p. 186).

A study of the reputation management strategies in corporate crisis 12
People can vary while endorsement dealings can be on rise during reputational crisis
management.
Concept of Corporate Reputation
Corporate notoriety impacts the way by which distinctive accomplices bear on towards an
affiliation, influencing, for example, delegate upkeep, shopper devotion, and customer
steadfastness. As anybody may expect, CEOs see corporate notoriety as a gainful intangible asset
(Feffer, Zorbach, and Carley 2014, p. 119) A great reputation urges investor to put resources into
an organization; it draws in a great staff, holds clients and corresponds with unrivaled general
returns. The term 'paradigm' is typically utilized as a part of the writing to clarify different
gatherings of ways to deal with a specific field of study. For instance, those five unique
paradigms exist in the investigation of authoritative culture, including one including the
utilization of illustration, an approach of pertinence to this paper (Chang and Ko 2016, p. 683).
While the subject has turned out to be progressively well known, from a scholarly point of view,
the idea of corporate reputation stays vague. Inside the reputation paradigm, there is nobody
source up 'til now which catches aggregate of the idea of reputation.
In marketing writing, the terms picture and reputation are utilized reciprocally without clarifying
any connection between what can be helpfully observed as two unmistakable ideas. Early
research into corporate picture concentrated on retail location picture and corporate (mark)
picture in the marketing discipline (Kesetovic,Toth, and Korajlic 2014, p. 175). The photo of a
favored relates retail store with the psychological self-representation of the individual client,
proposing a model of how picture impacts bolster: person's advancement toward getting to be
customers where the photo of the provider resembles the photo they have of themselves.
Authoritative personality is regularly recognized by corporate character in writing (Mitra2011, p.

A study of the reputation management strategies in corporate crisis 13
71). On the off chance that authoritative personality is a hierarchical conduct term, corporate
character, which is likewise alluded to a key character or wanted character, is utilized all the
more prevalently in the marketing space.
Methodology
Different approaches are used in this section to gather and analyze data to give best answers to
research question together with attaining the major aim of the project.
Research aim
Primary aim of this project is to determine effective public relations approaches to reputation
management during a corporate crisis event within the contemporary media context.
Research question:
Primary question
What is the reputation management strategies taken by key stakeholders, the company, the
celebrity endorser and the public, in response to a corporate crisis event made visible through the
contemporary social media context?
Secondary question
1: What real-world strategies are enacted by a corporation to respond to and maintain strategic
distance in the aftermath of a reputational crisis amplified through social media?
2: How is the reputation management strategy pursued by an associated celebrity endorser
different to the client’s approach during the crisis event?

A study of the reputation management strategies in corporate crisis 14
3: What types of public responses and engagement practices to a corporate reputation crisis event
are amplified within social media?
Method used
In this research, use of qualitative research technique was vital in attaining the right outcomes on
the topic under examination. The use of this approach focuses on observation to gather different
non-numerical data. The method used in this study focus on meanings, symbols, and description
of different factors that relate with organization crisis (Helm and Tolsdorf 2013, p. 148). The use
of qualitative technique of survey helped in producing different explanations on the study of the
reputational management strategies taken by the fundamental company, stakeholders, celebrity
endorser, and the public. The other methods used in getting data on the study were review of
present literature work on corporate crisis, administration of well-organized surveyors, and
observing vital indicators of reputation management strategies (Chang and Ko 2016, p. 683).
After data collection, the gathered data were analyzed through the use of various techniques of
analysis that consist of qualitative together with quantitative techniques. The technique of
reviewing existing literature work comprised of in-depth analysis as well as surveys of various
types of literature that are in line with the topic under study(Wang, Li, and Tang 2011, p. 327).
The other method used to obtained ideas from existing literature was the focus on review of
different data available from a range of sources of information such as journals of Google
Scholars or articles by various authors.
Thematic analysis of these journals will be undertaken to aid in the examination of the extent that
the application of reputational management strategies used by stakeholders, organizations,
endorser of celebrity, and the public in line with response to corporate crisis. Moreover, process

A study of the reputation management strategies in corporate crisis 15
of collecting much-needed data involved the use of several data that had been collected from
series of researchers together with information that was scrutinized well to provide the idea
pertaining management of crisis in an organization (Feffer, Zorbach, and Carley 2014, p. 123).
Some of the effects of crisis management that were analyzed comprise of flow of jobs in
organization, business conditions, development of organizations, and advancement of celebrity
endorsers in the social media context. The use of surveys was essential in this study as it help in
attaining personal views in response to the corporate crisis in event made visible through the
contemporary context of social media. These surveys in use are vital in collection of data to
assist in understanding the best reputational management strategies that can be taken by key
stakeholders, endorsers of celebrity, company, and public during corporate crisis (Wang, Li, and
Tang 2011, p. 327). The indicators in questionnaire are vital in the examination because of the
aid in identification with definition that assists in measuring corporate crisis. From review of
literature, it is evident that there are two primary perspectives that focus on various aspects of
crises in organization and its management and that draw from various theoretical traditions to
answer distinct questions of research (Mio and Fasan 2012, p. 271). These two methods were
used to collect numerous data from series of information and surveys that were scrutinized to
offer the idea concerning reputational management strategies that are used by key stakeholders,
endorsers of celebrity, and company.
Timeframe
The time frame for this study will take about five months before its completion. These will
involve planning for every activity on different dates. Therefore, model display of data in table
beneath simplifies different durations taken by every intended event in entire process of
investigation

A study of the reputation management strategies in corporate crisis 16
Title of mission Starting
Time
Day of
completion
Period (Days)
Plan proposal 30/9/2017 19/10/2017 20
Review of Existing Literature 20/10/2017 5/11/2017 47
Process of Data gathering 6/11/2017 5/12/2017 31
Analysis of facts on study 6/12/2017 28/12/2017 23
Final Report Submission of
Survey
29/12/2017 28/1/2018 31
The gathering of required data involves five months before its completion. For appropriate,
compelling analysis of the objective as well as target of the survey, some of the research methods
that can be utilized include the review of present literature, examination of case study approach,
administration of well-structured surveys, and observing vital indicators of different online
platforms (Paiva and Reiter 2017, p. 24). After data gathering, the information shall be examined
by application of various techniques of analysis that comprise qualitative together with
quantitative techniques of research (van Essen, Engelen, and Carney 2012, p. 218). The
technique used to review existing literature comprise of in-depth examination and analysis of
various types of literature that are relevant. It also consists of reviewing of available data from a
range of sources of information that comprise of Google Scholars, articles, or journals that had
been published by different authors in line with reputation management strategies in response to
corporate crisis event made visible through the contemporary social media context (Mio and

A study of the reputation management strategies in corporate crisis 17
Fasan 2012, p. 273). Moreover, process of gathering data by use of different gathered data from
series of information and surveys will be scrutinized better to provide the concept concerning
crisis management.
Data analysis
The data gathered were analyzed by two different approaches that include qualitative together
with quantitative techniques. The use of qualitative analysis of data made good use of online
forums, as well as survey with different crisis managers whereas quantitative technique, make
use of different graphs, figures, excel sheets, pie-chart, statistical and another mathematical
modeling that were present on online and through scholarly journals (Paiva and Reiter2017, p.
583). Descriptive statistics is the best technique used for analyzing quantitative information.
These approaches of statistics helped in obtaining mean, variance, median, standard deviation,
together with distribution of essential variables to observe how people value s clusters around the
average. The use of hypothesis testing helped in analysis as it considered the likelihood of first
type of error and second type that relate to whether the data gathered supports are accepting or
rejecting hypothesis of study. The use of regression analysis was used in checking to what extent
did crisis affect operations of key stakeholders, endorsers of celebrity, company, or public
(Podnar, Tuškej, and Golob 2012, p. 911). Furthermore, for examination of quantitative data,
concepts from existing literature will be applicable as the source of assistance in establishing the
outcomes as well as relationships examined inlined with answers from online forums with
surveys. (Ghoshal 2016, p. 902). Besides, approach of quantitative analysis makes use of
different figures, charts, statistical and mathematic models, and various excel sheets available on
websites and through journals or scholarly articles.

A study of the reputation management strategies in corporate crisis 18
Data analysis will be structured as well as presented by process of examining the key stakeholder
activities sequentially, the public, together with the company with celebrity endorser. Various
operations of stakeholders examined in the study include different management approaches for
crisis taken by the corporate during the duration under investigation (Weerakkody 2011, p. 4).
The section also examines various public actions of the celebrity endorser as conveyed by
mainstream media. The study considers stakeholders to be the general public. Examination of the
general public in reputation of corporate management is achieved through the lens of media that
relates with social media management and responses to perceptions of different actions of the
organization, product, and celebrity endorser (Wang, Li, And Tang 2011, p. 327). Moreover, the
analysis in the study is ordered by themes that are drawn from the in-depth reading of different
literature work undertaken by key stakeholders.
Research strategy
Method of survey employed by the study is case study as it purpose needs the more in-depth as
well as extensive understanding of the phenomena. To understand the case study procedure as
the specific strategy of research for the target of answering the previously established survey
question (van Dreven and Koolma 2016, p. 19). Appropriate strategy of research comprises of
ideas of answering questions, kind of survey inquiries created, scope of managing investigator
over real behavioral actions, together with extent of focus on modern as divergent to different
historical measures. The use of case examination survey has been used commonly as the method
when surveying into crisis management (Wang, Li, and Tang 2011, p. 326). The merit of a case
study technique is that it preserves the holistic features of phenomena under investigation.
Case study approach

A study of the reputation management strategies in corporate crisis 19
The approach includes a range of quantitative as well as qualitative apparatus for survey. The
ideas extend from work area based on writing survey to within and out case studies (Weerakkody
2015, p. 21). The approach provides target and thick description of data that illustrates different
impacts and activities of reputational management approaches within social media context to
unpack research inquiries. The approach used involves the examination of a specific individual
in operations of organization, gathering data, or occasion in reputational management strategy
(Wang, Li, And Tang 2011, p. 327). The cases study approach used in the examination include
study of theoretical position, figuring different survey questions, selecting the unit of survey,
choosing cases for presentation, outlining data accumulation devices and convections with
attaining the approach to guarantee quality of data. The use of table grouping in this project is
useful as it improves approach of creating hypothesis from different cases under examination
(Winship 2011, p. 4). The use of tables and contemplations connects different plans to delineate
the phases that need to be attempted and exercise during survey.
The most important advantage of case studies is that they empower a comprehensive audit. Not
at all like independent research had strategies which give all the more a preview such as reviews,
has made case study offered the open door for an analyst to utilize a scope of instruments on one
subject. According to report by Mitra (2011, p. 13), this gives time and space to manufacture a
point by point comprehension of the subject, building up a sound stage from which to investigate
the components affecting the case study in more prominent detail.
Case studies catch a scope of points of view, rather than the single perspective of an individual
you get with a study reaction or meeting (Podnar, Tuškej, and Golob 2012, p. 911). This gives
the chance to pick up a more prominent comprehension of the subject close by and decreases the
potential for any inclination, by weakening the motivation of a specific person (van Essen,

A study of the reputation management strategies in corporate crisis 20
Engelen, and Carney 2012, p. 218). The strategy for the region warming case studies included
eye to eye interviews with up to five individuals from staff from applicable social lodging offices
and outer associations where outsider administration associations were utilized (Wang, Li, And
Tang 2011, p. 326). The strategy additionally highlighted inside and out specialized and money
related investigation and a concentration amass with occupants from every one of the case study
plans.
Case study stages:
Different researchers have proposed that the underlying stages for building up a case study
incorporate distinguishing a theoretic position, figuring research questions, choosing a unit of
investigation, choosing cases, outlining information accumulation apparatuses and conventions
and finding a way to guarantee information quality. Eisenhardt (1989, p. 533) gives a helpful
table grouping the way toward building hypothesis from case study examine. We will utilize a
form of this as a check rundown of movement. It would be useful for you to audit the discourse
exhibited in Weerakkody (2015, pp. 254-262) that explains every one of these regions. This table
of steps and contemplations joins these plans to delineate the phases that should be attempted
and the exercises/contemplations you may experience that are related to them.
Advantages of a case study approach:
Comprehensive: The most important advantage of case studies is that they empower a
comprehensive audit. Not at all like independent research strategies which give all the more a
preview for instance reviews, has made a case study offered the open door for an analyst to
utilize a scope of instruments on one subject. This gives time and space to manufacture a point
by point comprehension of the subject, building up a sound stage from which to investigate the
components affecting the case study in more prominent detail.

A study of the reputation management strategies in corporate crisis 21
Reducing inclination: Case studies catch a scope of points of view, rather than the single
perspective of an individual you get with a study reaction or meeting. This gives the chance to
pick up a more prominent comprehension of the subject close by and decreases the potential for
any inclination, by weakening the motivation of a specific person. The strategy for the region
warming case studies included eye to eye interviews with up to five individuals from staff from
applicable social lodging offices and outer associations where outsider administration
associations were utilized. The strategy additionally highlighted inside and out specialized and
money related investigation and a concentration amass with occupants from every one of the
case study plans.
Some limitations of approach of case study
Some of the limitations of case study inquire about are two overlaps: would they be able to be
summed up from and what is the case analysis. Notwithstanding, the choice and inspecting
systems are vital to consider (Chun 2005, p. 103). Case choice must experience a sensible
procedure which guarantee cases inspected can bolster perceptions past particular examples.
However, ethical contemplations for case studies are connected to the unit of investigation chose
and the information accumulation techniques utilized (Winship 2011, p. 4). The thick depiction
gave in case studies and arrangement of data drawn from different sources may raise unintended
outcomes.
Conclusion
From the above examination, there is a need to focus on usage of new emerging form of media
and platforms of social media. It is evident that the use of social media is presently becoming

A study of the reputation management strategies in corporate crisis 22
voice of individuals in improving communication of their views. However, such usage of social
media can be extremely useful as well as extremely dangerous for crisis management of different
organizations. Creation of an online firestorm against any particular campaign does not need a
lot of time for creation. There is an essential need to use appropriate aspect to create better plans
for managing crisis in management of corporate. The approach can depend from one situation to
another, and it also depends on individuals and key stakeholders in operations of corporate.
Therefore, ideal possible advice is to stay within the legal as well as ethical boundaries to avoid a
crisis. In the event of crisis occurrence then there is no need for the management of corporation
to run away when their activities are faced by disaster, but they have to face the situation and
focus on changing the situation to work on a desired direction. Several persons use efficient
approach that is apologizing, but some opt to be different. Every stakeholder might decide to use
a different approach which suits them the best. Social media is a powerful tool. Even same
approaches might fetch distinct results for different stakeholder, and also different approach can
fetch the same result. It exactly depends on the image an individual needs to create in front of the
targeted clients. Some might want to come out clean, some might want to posse’s strong attitude,
and some would want to avoid the whole fuss and decide to remain silent and take zero
measures. Therefore, management of crisis depends entirely with the approach can help in
correcting the disaster and the approach that is no value at the time of need.

A study of the reputation management strategies in corporate crisis 23
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