Özet:

Summary: Today, corporate reputation is very important for organizations that operate in all areas. There is a competition in the globalized world. These competitive institutions make it necessary to be different from their emissions. It distinguishes the institutions from the others and adds great value to the institutions if well managed. Corporate reputation is the opinions, assumptions and values of internal and external stakeholders in an organization. In other words, in the eyes of stakeholders is the organization’s reputation, prestige and heard confidence. Organizational reputation and prestige influence employees developing positive attitudes towards their business and the organization. Therefore, the examination of the corporate reputation for governments will lead to the management of the organization and what kind of change it will make in the practice of public relations on the way to quality. The aim of this study is to demonstrate the corporate reputation of the Bolu Abant İzzet Baysal University with the eyes of internal stakeholders. In the study, an empirical field study was carried out with 376 participants who were easily identified by sample. The results were interpreted after the data collected in Likert type scale were analyzed in the SPSS 25 package program. The universe of research is formed by academic and administrative staff, which are internal stakeholders of the Abant İzzet Baysal University.

Özet:

Today, organizational reputation is very important for organizations. There’s a vehement competition in the global world, and this competition creates the need for diversity for the organizations. The concept of institutional reputation is the views, presumptions and valuations of the stakeholders about the organization. Reputation can differ one organization from another, and if reputation gets managed well it would add immense value to organizations. Organizational reputation guides institutional administration and illuminates what kind of modifications should be realized in the public relations practices. Our subject is to deal with Bolu Abant İzzet Baysal University’s institutional reputation from the eyes of internal stakeholders. The universe of the research consists of the internal stakeholders of the university. A total of 376 participants were determined with conventional sampling, and an empirical field study was applied. Data gathered with a Likert-type of scale, and with SPSS 25.0 results analyzed. After factor analysis, five factors are determined, and results interpreted. From the aspect of the factors, differences between socio-demographical features were examined. In terms of media and publicity, and organizational identity, weaknesses were determined, and both for these factors and for the reflection of university’s qualities university could benefit from strategical communication practices is determined

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