Corporate Reputation Management: A case study PTT Public Company Limited

Abstract

The qualitative research of “Reputation Management of PTT Public Company Limited” aimed to study corporate reputation management and, communication approaches as well as activities designated in reputation management schemes, through in-depth interviews among various key informant figures presenters which are (1) the department of strategic reputation management and societal activities, (2) corporate communication and image department, and (3) social responsibility department. Also, the data triangulation is applied by gathering evidences from empirical studies.

            The findings revealed that firstly; PTT Public Company Limited has realized the importance of maintaining its fame and image as the Thai national leading energy supplier proceeding throughout the critical circumstances in and out the country for decades. As a result, it establishes the crucial unit taking in charge of “corporate reputation management” under the supervision of the Executive Vice President. By this it means that the executive staffs have taken reputation management into account as parts of corporate strategic plans containing concrete executions applicable to relevant groups of interests. Secondly; communication and activity schemes for corporate reputation management are inaugurated to the stakeholders on the basis of brand management, corporate image communication, corporate social responsibility, crisis communication management and communication for relationship management as well.