PR TOOLS TO MANAGE THE REPUTATION OF THE COMPANY ON THE INTERNET
The process offorming a positive reputation of a company in the global network acquires particular relevance for business in modern conditions. Online reputation management allows a company to create a positive online image, build loyalty to the company, and minimize negativity. As a result, the nec...
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| Main Authors: | , , |
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| Format: | Article |
| Language: | Russian |
| Published: |
North Caucasus Federal University
2022-02-01
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| Series: | Вестник Северо-Кавказского федерального университета |
| Subjects: | |
| Online Access: | https://vestnikskfu.elpub.ru/jour/article/view/354 |
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| Summary: | The process offorming a positive reputation of a company in the global network acquires particular relevance for business in modern conditions. Online reputation management allows a company to create a positive online image, build loyalty to the company, and minimize negativity. As a result, the necessity of forming a positive reputation of the company on the Internet was justified. First, the theoretical relationship between PR tools and a company's reputation in the global network is studied. Secondly, the main stages of reputation management, PR tools, as well as the main components of a company's positive reputation are analyzed. Third, the effectiveness of the company's positive and negative reputation is calculated. There was revealed a contradiction in Russian and international standards in relation to the value of reputation (goodwill), which required convergence of accounting standards. |
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| ISSN: | 2307-907X |