What is meant by "reputation management"?

Reputation management refers to the strategic effort to influence and control the public perception of an organization, brand, or individual. By actively shaping how stakeholders view the entity, practitioners aim to enhance or restore reputation, which can be crucial for maintaining trust and credibility in the marketplace.

This encompasses various activities such as monitoring public sentiment, addressing negative feedback, and promoting positive stories to establish a favorable image. Effective reputation management is focused on building relationships with different audiences, responding to their expectations, and managing communication to foster a strong, positive reputation.

The other choices do not accurately reflect the essence of reputation management. Ignoring public perception undermines the core goal, which is to actively engage with the public. Managing marketing efforts is a narrower focus that does not fully capture the broader scope of reputation management, which includes internal and external stakeholders. Publicizing negative news runs counter to the objectives of reputation management, which seeks to mitigate any adverse perceptions rather than amplify them.