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January 26, 2011

PRSA Chair Comments on Reputation Management in Adweek Op-Ed

PRSA had an op-ed published Jan. 26, 2011, in Adweek. Authored by PRSA Chair and CEO Rosanna Fiske, APR (@Fiskey), the article discusses the importance of executives and marketers understanding the difference between image and reputation and how both work together to build trust with the public and consumers.

Image vs. Reputation: Which Reigns Supreme?

By Rosanna Fiske, APR
Published: Jan. 26, 2011

Image or reputation? Advertising or public relations? Super Bowl ad or New York Times op-ed?

In our hyper-connected world, image appears to have trumped reputation. When a new product can become a trending topic on Twitter, or that day’s (or week’s) meme—sometimes before it’s even available for purchase—we’ve clearly entered an era where image matters.

For advertisers, this is surely a reassuring thought. After all, much of their work relies on consumers and the public feeling a deep connection to a certain image and making some type of purchase decision based on that connection. But for public relations professionals, the role of reputation for corporations, executives and brands is paramount, and quite often trumps image.

Read the rest of the op-ed here.

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