| Abstract: |
Corporate reputation has emerged as one of the most valuable intangible assets that organizations possess in the contemporary business environment, and public relations (PR) functions as the principal mechanism through which this asset is cultivated, protected, and repaired. This empirical study investigates the relationship between structured PR strategies and the perceived corporate reputation of organizations operating across service, manufacturing, and technology sectors. Using a mixed-method quantitative design, primary data were collected from 220 respondents comprising PR professionals, corporate communication managers, and consumers, supplemented by secondary data drawn from corporate reputation indices and annual communication reports. Statistical techniques including descriptive analysis, correlation, regression, and comparative tabulation were applied to examine how variables such as media relations, crisis communication, stakeholder engagement, digital PR, and corporate social responsibility (CSR) communication influence reputation scores. The findings reveal a statistically significant positive relationship between integrated PR strategy adoption and reputation index scores, with crisis communication preparedness and digital PR engagement emerging as the strongest predictors. The study also identifies contemporary challenges, including misinformation, social media virality, and stakeholder skepticism, that complicate traditional PR practice. The analysis presented in the data section substantiates the abstract's central claim that PR is not merely a communication support function but a strategic driver of reputational capital, a claim that is further reinforced in the conclusion through consolidated evidence across all five tabular datasets. |
