ABSTRACT
Like many types of organizations, government organizations often struggle with building, maintaining, and enhancing their reputation among its constituents. These struggles, among others, may be the result of bureaucratic factors, inefficient administration, or an inherent political nature that is unique to these types of organizations. This chapter provides guidance as to how government organizations can manage their reputation by highlighting two important public relations theoretical constructs – relationship management and transparency. By fostering mutually beneficial relationships with constituents, governmental organizations can effectively create advocates for and partners in their mission. Furthermore, transparent communication can foster trust, a foundational characteristic of a positive reputation. This chapter links theory to practice by highlighting examples in which governmental organizations took steps to manage its reputation among stakeholders. Finally, the chapter provides directions for future guidance for how government organizations can overcome reputational challenges.
