Corporate Reputation in Businesses, Managing and Measuring Corporate Reputation: A Research

In today’s World, where the multinational organizations are rising and the markets shift from local to global markets, coorporations must pay attention to corporate reputation, protect their reputation and manage it well to survive and compete with others. Therefore, it becomes a must for coorporations to share their missions, visions, objectives and performance with all of their social stakeholders and create a reputation which is recogized by society.The reputation of institutions that are constantly intertwined with the public and whose purpose is to serve the public is very important. Public institutions should know that it is necessary to maintain their reputation as well as maintain their reputation. Because reputation can be obtained as a result of hard and long studies, but on the contrary, it can be easily and quickly lost. Therefore, in order to maintain the good reputation earned, it must be managed absolutely well. Only in this way, institutions will be able to cope with crises and deal with future problems.It is only possible for institutions to understand their reputation among the society by assessing and evaluating it. By assessing the reputation, institutions can learn their actual reputation, and diagnose addititional measures to protect or empower it. The research was carried out on 48 employees working in A public institution with 70 staff members. The corporate reputation scale consisting of 25 questions developed by Charles J. Fombrun was used. Questionnaires using the 5-point Likert scale technique, which corresponds to the values of absolutely disagree (1), disagree (2), undecided (3), agree (4) and strongly agree (5) it was prepared. With SPSS For Windows statistical software, validity and reliability tests were made, and the frequency distribution and factors were evaluated and the analysis of the data was completed.As a result of this study; It is considered by the employees that they have sufficient knowledge about the institution, the institution is strong, the internal image of the institution is at a good level, it is at a good level in environmental awareness and public relations, and employees consider themselves talented compared to other institutions. At the same time, it is among the measurements that employees are not interested in corporate news, the institution is strong, does not differ from other institutions, are sensitive to the public despite being sensitive to the public, they are not sensitive to their employees, do not add value to them and do not care about them, that managers are talented but they cannot manage the institution well and therefore they cannot provide quality service. Therefore, it is evaluated that public institutions should take measures to remove this negative image. As a result of this research, a set of questions are asked to the employees of “A” institution about corporate reputation, and by assessing the corporate reputation, the importance of corporate reputation for employees and corporates are indetified.