When Audience Members Assume a Leading Role: Introducing Reputation Advocacy

Künzler, Johanna (5 September 2019). When Audience Members Assume a Leading Role: Introducing Reputation Advocacy (Unpublished). In: ECPR General Conference. Breslau. 04.-07.09.2019.

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The emerging field of reputation management research investigates public organizations’ attempts to cultivate their reputation. This paper demonstrates that organizations are not always alone in this struggle: They may be joined by external actors pursuing the same goal. By conducting a qualitative media content analysis and semi-structured interviews on the case of the Swiss Child and Adult Protection Agencies (CAPA), I examine an illustrative instance of this phenomenon and investigate its underlying motivations. I refer to the act of cultivating an organization’s reputation from the outside as “reputation advocacy”. The discovery of reputation advocacy leads to a reconsideration of the established dichotomy in reputational research between active organization and passive audiences. Further, for a successful strategy of reputation management, public organizations should include the analysis of reputation advocacy into their strategy when cultivating their reputation.

Item Type:

Conference or Workshop Item (Paper)


11 Centers of Competence > KPM Center for Public Management

UniBE Contributor:

Künzler, Johanna


300 Social sciences, sociology & anthropology > 350 Public administration & military science




Johanna Künzler

Date Deposited:

01 Apr 2021 18:14

Last Modified:

01 Apr 2021 18:14



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