Effects of voluntary activities of university students on reputation management strategies of universities: Sample of public university

• Published date: 01 February 2021
• Author: Sibel Akova,Gökmen Kantar
• Date: 01 February 2021
• DOI: http://doi.org/10.1002/pa.2149

ACADEMIC PAPER

Effects of voluntary activities of university students on

reputation management strategies of universities: Sample of

public university

Sibel Akova

1

| Gökmen Kantar

2

1

Faculty of Art and Design, Department of

Communication Arts, Yalova University,

Yalova, Turkey

2

Faculty of Economics and Administrative

Sciences, Political Science and Public

Administration, Tekirda

g Namık Kemal

University, Tekirda

g, Turkey

Correspondence

Sibel Akova, Faculty of Art and Design,

Department of Communication Arts, Yalova

University, Yalova, Turkey.

Email: sibelakova@gmail.com

Reputation and reputation management, referred to as evaluations related to organiza-

tions, are a compilation of perceptual descriptions that are in relation with nearly all of

the concepts included within public relations field at national and international levels, that

are impossible to be characterized independently from the notion of society they exist in,

that are determined by West centered frameworks, whose conceptual structures change

relatively at social and cultural levels, and that are included in social sciences disciplines

which have the nature to create the agenda especially after 1990s. In the era of change

where preferences, tastes, needs, desires, and daily routines change, reputation and repu-

tation management are considered as a prescription including crucial elements in

reaching target groups and having the nature of a key to institutional approach whose

conceptual framework cannot be drawn by sharp lines. In today's cyclical structure in

which every element the institutions face together with their competitors change rapidly

and the process of decision making turns into a complex structure, the efforts of inter-

preting the complex structures that exceed the national level and tend to institutionalize

at global scale have been an issue of discussion questioned, framed, and followed by

many social sciences disciplinary, from sociology to anthropology, from marketing to

communication sciences. In this manner, reputation and reputation management con-

cepts including emotional and rational aspects are descriptions of information and opin-

ions of individuals with relation to institutions and organizations as well as values. In

today's world, in which we experience the age of information, it is impossible to reach

the speed and density of communication networks, basic marketing strategies, the fact of

globalization, every doctrine, concept and thesis change radically, the reputation and rep-

utation management concepts take over a key role in enabling the institutions to make

the highest level of profit, to increase recognition and productivity in terms of products

and services they introduce, and they are considered as long term processes composing

the whole of current and potential perceptions. The thesis of reputation and reputation

management, forming the basic subject of the study and considered as successor of Pub-

lic Relations disciplinary, have been studies within the scope of public institutions, espe-

cially Universities providing Higher Education, questioned within the framework of

culture, intercultural communication and organizational culture concepts and theories,

and examined in parallel with Public Relations context.

Received: 19 March 2020 Accepted: 24 March 2020

DOI: 10.1002/pa.2149

J Public Affairs. 2021;21:e2149. wileyonlinelibrary.com/journal/pa © 2020 John Wiley & Sons, Ltd 1of14

https://doi.org/10.1002/pa.2149