Abstract
In today’s society, organizations of all types are faced with both internal and external factors which can affect their ability to successfully operate. These elements can be particularly influential as they relate to organizational reputation and brand, with certain components affecting nonprofits more so than public or private organizations. For example, a recent survey indicates that trust in United States’ nonprofits dropped from 58 percent to 49 percent among informed Americans in 2017 (Edelman, 2018). Because trust is one of the most important components in public perception of nonprofits, these organizations must be more diligent than ever in the proactive management of their unique reputation and brand (Bryce, 2016). This chapter will present information on how nonprofit reputation and brand can be defined, how they can be formed and influenced, and the impact that external news outlets can have on individuals’ perception of an organization.
Date Created
Spring 2018
Type
Guide
Language
English
Recommended Citation
Jackson, Latoya; Schaefer, Rachel; and Thompson, Sierra, "Organizational Reputation: For Non-Profit Organizations" (2018). Media Literacy: How the Era of Fake News Affects Public Service. 6.
https://stars.library.ucf.edu/publicsectormedialiteracy/6