The reputation of a communicative entity is based on
A) Its brand image
B) Its strategic plan
C) The responsible and moral behavior of its employees
D) The ability of the strategic communication professional to spin a crisis
E) the ability of the communicative entity to not let secrets leak out

Question

Quizplus · Accepted Answer

The reputation of a communicative entity is based on the responsible and moral behavior of its employees. While brand image and strategic plans are important, they are ultimately shaped by the actions of the employees. The ability to spin a crisis and keep secrets from leaking can temporarily improve reputation, but if the underlying behavior is unethical or irresponsible, the reputation will eventually suffer.

The Reputation of a Communicative Entity Is Based on