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Reputation management of the BfR – Description of the status quo, and suggestions for improvements
Project
Project code: BfR-RIKO-08-080118
Contract period: 01.07.2017
- 30.09.2019
Purpose of research: Public relations
Reputation management aims to proactively develop a catalog of measures to influence the perception of an organization’s reputation and to influence relevant stakeholder groups. In doing so, the measures of reputation management can focus on the client as a whole, but also on the employees who are in the focus of the client’s communication. The BfR works independently of any influence by politics, science and business. For this reason, a high degree of transparency is of great importance for the public's perception of the BfR. The BfR operates in an area that is vulnerable to crises. In particular, the food crises or crisis-like events (media crises) of recent years, such as EHEC, dioxin, rotten meat and last but not least the debate on the Glyphosate approval have a great impact on the public perception of the BfR and on the support or discontent of various relevant stakeholder groups. Particularly the communication of "unpopular statements / assessments" (for example, for the evaluation of glyphosate) may cause a loss of reputation. However, well positioned instruments of reputation management can detect changes on behalf of the stakeholder’s perceptions, and initiate proper measures to counter serious damage to the company’s reputation This reputation loss can occur, for example, if the client loses credibility due to the discrediting of its experts or procedures, or if there are uncertainties regarding the interpretation of the client's statements. Such risks are currently being counteracted in a reactive manner only. On the basis of a comprehensive evaluation of the current BfR reputation rating in the society, a targeted stakeholder analysis and the evaluation of public relations, including the main social media channels of the BfR, targeted measures for the formation of a long-term reputation management will be created to meet the challenges of day-to-day business, and in event or crisis situations.
- Evaluation and report of the BfR's reputation in society as a whole by means of a social media analysis (Twitter and Instagram) - Evaluation and report of the BfR's reputation in print- and online media - Design and development of a reputation score as measurement process for the BfR - The realization of a comprehensive stakeholder analysis - Preparation of suggestions to improve the BfR's reputation management
Section overview
Subjects
- Communication Sciences
