2026-09-19T06:39:48Zhttps://wakespace.lib.wfu.edu/server/oai/request

oai:null:10339/361492026-09-02T14:05:34Zcom_10339_14934col_10339_38132

Hodges, Tiara 2011-09-08T08:35:52Z 2011 https://wakespace.lib.wfu.edu/handle/10339/36149 Reputation is a concept based on perceptions--perception itself being a term reliant on subjectivity. What is more intriguing is that many companies have found it difficult to admit that "intangible assets" such as reputation may have value (Fombrun, 1996). However, such intangible assets "create economic value because they reinforce a company's competitive position" (Fombrun, 6). Because of this insight, businesses are beginning to understand the value in having "a good name." Rankings, such as those of Fortune magazine, are becoming increasingly important, and strategies have been employed to improve reputation standings in order to garner a higher rank. A common technique businesses use to relay company news is through online press releases. The following research analyzes language use within online press releases of <italic>Fortune's</italic> 2010 Most and Least Admired Companies in the Airline, Entertainment and Food Services industries to determine whether these companies communicate their successes and failures differently. en Wake Forest University communication dramatism marketing press release public relations reputation Building Corporate Reputation: A Rhetorical Analysis of Press Releases from Fortune's 2010 Most and Least Admired Companies Thesis Llewellyn, John Dickson, Sandra Bridges, Sheri Communication 10000-01-01 10000-01-01 restricted