The Role of Corporate Communication in （企业沟通的作用）.pdf

APRIL 2013 INTERDISCIPLINARY JOURNAL OF CONTEMPORARY RESEARCH IN BUSINESS VOL 4, NO 12 The Role of Corporate Communication in Building Organization’s Corporate Reputation: An Exploratory Analysis 1 2 Mohd Remie Mohd Johan* Dr Noor Anida Zaria Mohd Noor 1,2Faculty of Business and Information Science, UCSI University, Malaysia Corresponding Author * Mohd Remie Bin Mohd Johan Faculty of Business and Information Science UCSI University No.1 Jalan Menara Gading, UCSI Heights 56000 Cheras, Kuala Lumpur, Malaysia Abstract The corporate reputation is one of the essential intangible assets for many companies. Businesses that lack of this important asset may face the difficulties where operational income is less than operational cost; business losing customers may confront the problem of a profit decline (Weiwei, 2007). Besides that, reputation is an intangible asset that can‟t be built just only through advertising. To build a strong reputation, the firm must have strong communication to communicate with the stakeholders. To convince and persuade them to believe in the firm without a strong communicator, no matter how much effort organization does, the stakeholders will still go to another whom able to “move” them. Therefore, a strong communication will be a great step to build an organization‟s reputation. Several studies have shown that improving corporate reputation results in better corporate communication for companies. However, more and more researchers have realized that corporate communication is the most important factors to form corporate