Özet:

Reputation is that an institution distinguishes itself from others that do the same business or service, allows us to estimate likely behavior in the face of a situation, difficult to imitate, not materially measurable but is valuable. In terms of universities, reputation is the collective judgments formed by the internal and external environment. In this research, the reputation strategies of Giresun University, which became an independent university in 2006, were evaluated. For this purpose, data were collected from internal stakeholders by Institutional Reputation Scale related to university identity, and the differences between the opinions were analyzed. Regarding the image, news texts of the University during the period of 2013-2015 were examined by means of descriptive analysis. The results show that the applications according to university identity were evaluated positively by the lecturers compared to the students. The news regarding the image of the University, the majorities of the news content were apparently positive and takes place in the local press; about seminars, meetings and conferences, social responsibilities and public relations. While the rector of the university was the main; the student communities and their activities constitute the secondary source of news. Faculties and colleges were most frequently reported units; the news about women, disabled people, projects, Turks and Turkish minorities, criticizing activities of genocide against minorities constituted the central theme/issues. As a result, it is understood that Giresun University put social responsibility activities in the forefront of reputation practices. 

Anahtar Kelimeler: