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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
Mohd Remie Mohd Johan* 2Dr Noor Anida Zaria Mohd Noor
1,2
Faculty 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 reputation. This research aims to describe the
relationship between corporate communication and corporate reputation, and their impact on the
companies‟ success.

Keywords : Corporate Communication, Corporate Reputation, Advertising, Public Relation,

Corporate Social Responsibility

INTRODUCTION
A revolution in the business landscape has forced business to change and adapt the changes
from the business environment. The changes are changes in customers‟ preferences and
behavior, changes in the marketplace and technology. These changes have affected the
communication practice of the corporate world as corporate communication plays an important
role in creating value to a firm.

Organizational communication has been defined as the process by which information is

exchanged and understood by two or more people, usually with the intent to motivate or
influence behavior (Daft, 1997, p.560). It is important to notice that this definition of
communication stresses its intent - a purpose that may go beyond just transferring information.
The sender has the intent to influence the receiver to do what the sender wants (Kelly, 2000).

Corporate communication stakeholders are divided into two, which are; internal (employees,
shareholder, manager and etc.) and external (agencies, channel partners, media, government and
general public). As Johansson (2007) shows, definitions of corporate communication employ

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dividing lines between internal and external communication with its very own research
traditions (Thiessen & Ingenhoff, 2011). This is an example of internal communication, i.e.
Communication between different levels of an organization. Communication is a “bridge” to
link and direct all the levels of an organization in achieving organization objective.

Corporate communication refers to a kind of communication which is used for the promotion of
a product, services or organization. It can also be used for legal issues or to communicate the
information within the organization. Thus, corporate communication is important for a company
because it is through communication that an organization make contacts with its customers,
suppliers and other elements both internal and external of the organization. On the other hand,
corporate communication is very important for a company to create the best corporate
reputation.

Problem Statement
Differences in language will create misunderstanding and difficulty in communicating between
the internal and external stakeholders. Communication barriers had become a serious issue
nowadays. Is the problem of communication barriers caused by companies are lack of
perceptions towards the roles of the corporate communication and corporate reputation.
Therefore, the specific questions below have to be studied to find out the perceptions of the
company towards the roles of corporate communication and the role of corporate
communication practice in corporate reputation.

Research Objectives
 To identify the relationship between advertising with corporate reputation in Malaysia.
 To identify the relationship between public relation with corporate reputation in Malaysia.
 To identify the relationship between corporate social responsibility with corporate
reputation in Malaysia

Research Questions
 Does advertising significantly related to corporate reputation in Malaysia?
 Does public relation significantly related to corporate reputation in Malaysia?
 Does corporate social responsibility significantly related to corporate reputation in
Malaysia?

By knowing the effectiveness of the corporate communication in building corporate reputation,

this research will provide information to the new companies. Data and information gathered will
be their references to build a strong corporate reputation through their corporate communication
practice.

LITERATURE REVIEW

Corporate Reputation
Reputation is an important intangible asset for organizations of any kind (Thiessen & Ingenhoff,
2011). Reputation is also defined as (1) the general estimation in which a person is held by the
public, (2) the state or situation of being held in high esteem, (3) a specific characteristic or trait
recognized to a person or thing: a reputation for courtesy.

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Weiss, Anderson, and Maclnnis (1999) defined reputation as the extent to a company is held in
high regard or esteem. Fombrun (1996) and Roberts and Dowling (2002) defined reputation as a
perceptual representation of a company‟s past action and future prospects that describe the
firm‟s overall appeal to all its key constituents when compared to other leading rivals. (Weiss,
Anderson, and Maclnnis (1999), Fombrun (1996) and Roberts and Dowling (2002) as cited
Kim, Kyung-ran) By simple definition, reputation is the mindset of stakeholders toward the firm
as it could be good or bad.

Advertising
Advertising has become one of the most important weapon for an organisation in today‟s
competitive environment. To prove that, according to Rossiter and Percy, a „hybrid‟ from of
advertising is common today (Hamilton D.V, 1999). Advertising helps firms develop strategic
positions that are differentiated from their competitors‟ and that provide them with a measure of
goodwill from consumers and other stakeholders (Rumelt, 1987).

For the reason, the advertisement is a communication tool to keep an organization‟s customer
well informed from time to time about the organization new products or service launch in the
market. Besides that, many companies started using issue advertising to meet the challenges of
what was perceived as the antibusiness media. For example, advertising is Mobil Oil‟s series of
issue advertisements, which ran for over 20 years, Argenti P.A (2003). While managing a
corporate reputation involves many factors, research suggest that a company‟s reputation can be
established in the public‟s eye by the success or failure of their advertising choices.

Public Relation
Company can build their meaningful PR through the different way. For example, “The typical
public relations measurement focuses on counting clipping, circulation figures, and doing some
message analysis. Given the high proportion of public relations activities that is still focused on
media relations and publicity, media content analysis is one methodology or tool for evaluating
public relations. Media content analysis can provide valuable insights into what is likely to be
on the public agenda in the future.” (Kyung-ran Kim, August, 2007)

PR is a necessary tool for corporates. To prove that, “Public relation (PR), the predecessor to
the corporate communication (CorpComn) function, grew out of necessity. Although
corporations had no specific strategy for communications, they often had to respond to external
constituencies whether they wanted to or not.” (Argenti P. A., (2003) “For example, the Public
Relations Society of America‟s monthly broadsheet, Tactics, publishes how-to and best-
practices articles on a range of communication activities such as media relations, internal
communication, and web communication. On the scholarly side, journals such as Journal of
Public Relations Research publish both theoretical studies and empirical research on
communication policies and practices.” (Bishop, 2006)

Corporate Social Responsibility

“CSR, a concept that embraces responsible and ethical corporate behavior and that recognizes
that this extends to corporate actions to the environment and to society, is viewed by Asian
executives as being most important for attaining good media coverage. They also see an

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alignment, to a lesser extent, between CSR and business objectives such as increased sales and
an enhanced stock price.” (Lines, 2004) In other words, CSR can lead to build a corporate
reputation. Beside this, “companies are increasingly often asked to demonstrate that their
actions and policies meet various predetermined social and ethical criteria. Doing so can help
build reputations; failing to do so can be a source of reputational risk.” (Gardberg and Fombrun,
2006)

CSR is a kind of competitive advantages of the company. To prove that, “Numerous prizes and
awards are given to companies each year, some of which focus on CSR” (Gardberg and
Fombrun, 2006) Therefore, CSR can lead to attract public‟s attention or lead to build a
corporate reputation. “Much like Hollywood‟s „Oscar‟, which are designed attract public
attention to specific movies, so CSR awards draw media attention to winning companies and
create intangible benefits from CSR activities.” (Gardberg and Fombrun, 2006)

More and more researchers have realized that CSR is the most important factors to form
corporate reputation. “The developments depart from the more voluntary forms of CSR favored
in the USA and are having a significant effect on the reputation-building strategies of global
companies in many countries.” (Gardberg and Fombrun, 2006)

Relationship between Corporate Communication and Corporate Reputation

Quite a lot of studies confirm the expected benefits associated with good reputations. “Research
shows that reputation has an impact on the perception of the management style as well as on
purchasing decisions (Yoon et al., 1993, p. 226). It attracts qualified staff (Eccles et al., 2007, p.
104) and it deepens relationships (de Castro et al., 2006), it guides investors through investment
decisions (Schutze and Rennhak, 2005) or builds trust (Herger, 2006; Ingenhoff and Sommer,
2010). Reputation ultimately becomes an essential criterion to differentiate between
organizations. Since services, products or performances in general increasingly resemble each
other, reputation is a significant competitive factor, too. Although the value of reputation has
been widely discussed and analyzed for organizations, its positive impact may be transferred to
non-economic organizations as well (Parks, 2008)” (Thiessen and Ingenhoff, 2011). Therefore,
a company acts to manage its reputation. An entity with an unfavorable reputation may engage
in actions that enhance its reputation and even a company with a good reputation may engage in
actions designed to maintain and enhance its reputational effect. “Companies engage in the
explicit reputation-building activities such as advertising or public relations in order to improve
their companies‟ reputation” (Fombrun, 1996).

Communicating believable and consistent messages across all corporate platforms is essential
when building a strong corporate reputation and trust through media or other monitor. “We
conducted primary research into „best‟ practices (responsibilities, roles and activities) of
communications professionals in three European corporations (Siemens, Nokia and Philips) that
have had consistently strong and glowing reputations over the past years, even despite market
setbacks and negative coverage in the media” (Bekkum, Cornelissen and Ruler, 2008). “A study
by Fombrun and Shanley (1990) investigating the factors that influence corporate reputation
found that publics construct reputation on the basis of corporate strategy signals and
institutional signals.” (Kyung-ran Kim, August, 2007)

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Conceptual Framework
As variables have been identified in the review of relevant literature, the independent variables
of interest in this research paper are advertising, public relation & corporate social responsibility
and dependent variable is corporate reputation. Conceptual framework is illustrated in Figure1.
Three variables were developed from the conceptual framework:

 There is relationship between advertising and corporate reputation.

 There is relationship between public relation and corporate reputation.
 There is relationship between corporate social responsibility and corporate reputation.

Independent Variables Dependent Variables

Advertising

Public Relation Corporate Reputation

Corporate Social Responsibility

Figure 1: Conceptual framework of corporate communication towards corporate reputation.

METHODOLOGY

Sampling Procedure
A precise data that influenced corporate communication in achieving a corporate reputation are
required through this sample size. A self-structured survey questionnaire was implemented in
this cross-sectional study. The questionnaire contained a series of demographic questions,
advertising, public relation, corporate social responsibility and the corporate reputation. The
questionnaire consists the questions of general knowledge of corporate communication &
corporate reputation and the role of corporate communication contributed to an organization's
corporate reputation. The sampling frame was Malaysian public individuals of all backgrounds.
Prior to answering the questions in the questionnaire, the respondents were informed of the
purposed of the study. A convenience sampling was used for sampling purposes. Each
respondent was invited to complete a set of self-administered questionnaires for this study. The
questionnaire was subsequently distributed to 200 individuals.

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Measures
A five point response was employed, ranging from 1 (strongly disagree) to 5 (strongly agree).

Analysis
This study analyzed by using two types of analysis: descriptive and correlation analysis. The
Statistical Software of Social Science (SPSS) version 20 was used the above analyses.

RESEARCH FINDINGS

Respondent Demographical Profiles

a. Respondent Age
Table 1 shows the frequency of respondent age covering all ages from below 20 years
old and above 50 years old. 76.5 percent of all respondents are below 30 years old. 23.5
percent is above 40 years old.
Table 1: Age
Respondent Age Num of Respondents Percentage
Below 20 years old 49 24.5
21 – 30 years old 104 52.0
31 – 40 years old 35 17.5
41 – 50 years old 11 5.5
51 and above 1 0.5

b. Occupation
Table 2 tabulated respondent various levels of occupation backgrounds from students
and non-students. 58.5 percent of respondents were students and 41.5 percent from non-
students background.
Table 2: Occupation
Occupation Num of respondents Percentage
Students 117 58.5
Supervisor 49 24.5
Executive 14 7.0
Manager 17 8.5
Others 3 1.5

Reliability Test
The questionnaire reliability was tested using Cronbach alpha measurements. The reliability of
the corporate communication variables of corporate advertising, public relation and corporate
social responsibility were 0.772, 0.848 and 0.804.

Correlation Analysis
There are total 3 hypotheses in order to test the relationship between the dependent variable
(DV) and independent variable (IVs). Correlation coefficient was used test those variables. The
correlation coefficient with number of 0 indicates no relationship between the tested variable.
Correlation coefficient with number of 1 indicates a strong relationship between the tested

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variables. Higher number of correlation coefficient means there is stronger relationship among
the tested variable.

Table 3: Correlation Analysis of Advertising and Corporate Reputation

Dependent Variable Corporate
Advertising
Dependent Variable Pearson Correlation 1 .139*
Sig. (2-tailed) 0.050
N 200 200
Corporate Advertising Pearson Correlation .139* 1
Sig. (2-tailed) 0.050
N 200 200
*. Correlation is significant at the 0.050 level (2-tailed).

Based on Table 3 above, it shows that there is a significant relationship between corporate
advertising and organization‟s corporate reputation with significant level 0.05 (p =0. 05).
However, result also showed a weak positive relationship between corporate advertising and
organization‟s corporate reputation with a correlation coefficient of 0.139.
Table 4: Correlation Analysis of Public Relation and Corporate Reputation
Dependent Variable Public Relation
Dependent Variable Pearson Correlation 1 .145*
Sig. (2-tailed) 0.041
N 200 200
Public Relation Pearson Correlation .145* 1
Sig. (2-tailed) 0.041
N 200 200
*. Correlation is significant at the 0.050 level (2-tailed).

Based on Table 4 above, it shows that there is a significant relationship between public relation
(PR) and organization‟s corporate reputation with significant level 0.041 (p < 0.05). However,
result also showed a weak positive relationship between Public Relation (PR) and
organization‟s corporate reputation with a correlation coefficient of 0.145.

Table 5: Correlation Analysis of Corporate Social Responsibility and Corporate

Reputation
Dependent Variable Corporate Social
Responsibility
Dependent Variable Pearson Correlation 1 .154*
Sig. (2-tailed) 0.03
N 200 200
Corporate Pearson Correlation .154* 1
Social Sig. (2-tailed) 0.03
Responsibility N 200 200
*. Correlation is significant at the 0.050 level (2-tailed).

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Based on Table 5 above, it shows that there is a significant relationship between corporate
social responsibility (CSR) and organization‟s corporate reputation with significant level 0.03 (p
< 0.5). However, result also showed a weak positive relationship between Corporate Social
Responsibility (CSR) and organization‟s corporate reputation with a correlation coefficient of
0.154.

DISCUSSION

The methods include reliability analysis to examine the reliability of the questions for each
variable, frequency analysis to analyze the demographic background of the respondents,
descriptive analysis to describe the variables in this research and analyze the general pattern of
respondents when answering the questions, and lastly correlation analysis to examine the
relationship between dependent variable and independent variables as well as the test the
hypothesis that developed earlier.

From the research data gathered, it shows that majority of the respondents equipped with
general knowledge on corporate communication and corporate reputation. Therefore, the
majority of the respondents were agreed to the statements of -“Do you think that any
relationship between corporate communication and corporate reputation?” There are total 69.5%
(139) of respondents chosen „agree‟ with this statement. General knowledge on corporate
communication and corporate reputation is important, because it can indirectly influence the
research result.

In hypothesis testing analysis, Pearson Correlation Coefficient shows that there is a significant
relationship between corporate communication and organization‟s corporate reputation. There
are total 3 hypothesis in this research are accepted with significant level of 0.05 (p<0.5) from
the sample size of 200 respondents from Wilayah Persekutuan Kuala Lumpur, Malaysia. As a
result of correlation coefficient, it shows that independent variables of Corporate Advertising,
Public Relation (PR) and Corporate Social Responsibility (CSR) have a significant relationship
with the dependent variable of Corporate Reputation.

LIMITATION AND FUTURE RESEARCH

There are 3 factors to be taken into consideration for future research. The first factor is the
reliabilities on depend variable. In this research, only one variable applied by research in order
to test the dependent variable, and it might lead low reliability on the result. Therefore, more
questionnaires should be included in future research in order to increase levels of reliability.

The second factor is sample size. 200 populations in Kuala Lumpur could not represent the
whole Kuala Lumpur opinion, therefore more sample population is needed for future research in
order to provide proper result.

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The last factor is limited result from this research. Many factors might cause company conduct
on corporate reputation; therefore many other factors are needed to analyze the significant
relationship with an organization‟s corporate reputation for future research.

CONCLUSION

As the conclusion, all the independent variables which are corporate advertising, public relation
(PR) and corporate social responsibility (CSR) were found to have a significant relationship
with the dependent variable which is organization‟s corporate reputation. Research shows the
majority of respondents are familiar with „Corporate Communication‟ and „Corporate
Reputation‟. As a result from the data above, student and non-students respondents‟ background
contributed equally to this research paper.

From the findings of this study, there is some conclusion can be generated in this research.
Based on the Table 3, Table 4 and Table 5, there are very weak positive correlation between a
dependent variable (organization‟s corporate reputation) and independent variable (corporate
advertising, public relation (PR) and corporate social responsibility (CSR).

Based on the findings above, risk perception will be a key to obstruct the role of corporate
communication practice in building organization‟s corporate reputation. This is because most
companies are facing in business failure, as they are lack of sufficient knowledge on this field.
Most of them dun know how to avoid themselves from corporate communication risks such as
behavior risk and environmental risk. Therefore, more information about corporate
communication must be provided and obtained in order to build organization‟s corporate
reputation.

First, company should instill their employees about the correct way to utilize the information of
corporate communication. Guideline of corporate communication should be provided for
employees to minimize the communication barrier. Finally, it can help companies to build and
enhance the corporate reputation. On the other hand, company should strengthen their security
skills in order to protect the information of corporate communication from being leaked. As a
result, a strong security skill may help the organization build corporate reputation.

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