Özet:

This research was conducted to reveal the role of organizational communication on perception of corporate reputation. Corporate reputation is defined as the level of value of the organization in relation to its stakeholders and is directly related to the activities, behavior and communication structure of the organization. The level of communication that the organization establishes with both corporate employees and external stakeholders directly affects the shaping of the perception about the reputation of the organization. In recent years, educational institutions have emerged as organizations in which public and stakeholders are more closely involved. It is important to understand the status of these institutions and their variables. The research was conducted within the framework of the relational survey model, the relationship between variables was explained and it was revealed whether the private and public schools differ in terms of these variables. The data of the study were obtained from 578 people, 288 parents and 290 school employees belonging to public and private schools in Küçükçekmece district of İstanbul. The findings of the study showed that both public and private schools had low level of corporate reputation perceptions, and there was a positive relationship between organizational communication and corporate reputation, and there were significant differences between parents and school employees in terms of financial soundness, working environment and corporate ethics from the sub-dimensions of corporate reputation. In line with the findings of the research, suggestions were made to organizations, especially educational institutions.

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