TRUST, CORPORATE REPUTATION AND THE PRACTICAL IMPLICATIONS FOR CORPORATE REPUTATION COMMUNICATIONS IN THAILAND

Abstract

The relationship between trust and corporate reputation has gained increased importance to communicators responsible for building or defending the reputation of their companies or their clients. (The Reputation Institute 2008, Riel & Fombrun 2007) The reasons for this increased importance stem from a combination of the current financial and economic crisis, and evolving environmental factors related to communications technology and stakeholder expectations. This situation is leading to significant changes in the way corporations practice corporate communications and stakeholder relations. This new reality has several implications for public relations and corporate communications professionals in Thailand, including the need to rethink how stakeholders are engaged and with what type of messages.