The contribution of the broadcast media in Reputation Repair in Kenyan Healthcare Corporates
Abstract
The overall effect of crises is damage to corporate reputation. Reputations are widely
recognized as valuable, intangible asset. Reputation being a valuable asset to an
organization, when crises occur, there is need for reputation repair. One of the most
important stakeholders in reputation repair is the media. The broadcast media can be used to
build or restore an organization’s reputation as well it can destroy the reputation of an
organization. However, many healthcare corporates have continued to ignore the important
contributions that the media plays towards reputation repair. This study thus fills a research
gap on how the broadcast media can be used in reputation repair in Kenyan healthcare
corporates. The major objective to this study was to establish the impact of the broadcast
media coverage in reputation management in Kenyan healthcare corporates. The study used
a descriptive survey design which enabled the researcher to get a quantitative and a
qualitative insight into the opinions and attitudes of the respondents in different environments
that could easily be compared. The population included PRO’s of healthcare corporates,
Media practitioners, employees from different healthcare corporates and consumers of
healthcare services. The researcher used stratified sampling to select 10 healthcare
corporates and thereafter selected 10 PRO’s; 30 employees of the corporates were selected
through systematic sampling; 150 consumers of healthcare services were selected through
multi-stage sampling while 10 broadcast media practitioners were selected through random
sampling giving a study population of 200. The data collected was then analysed by the use
of the SPSS (Statistical Package for Social Sciences) package 17.0 and presented in tables,
frequencies, pie charts and graphs. The study established that strategies used in reputation
repair are usually effective when the media highlights them in their coverage. The study
therefore concluded that broadcast media coverage indeed has an impact in reputation
repair.
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References
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Coombs, W., Holladay, S. (2006). Unpacking the halo effect: reputation and crisis
management.
Journal of Communication Management, Vol. 10, Issue 2, 123-147
Doorley, J., Garcia, H.F. (2007). Reputation Management. The Key to Successful Public
Relations and Corporate Communications. London: Routlege.
Gotsi, M. & Wilson, A. M. (2001). Corporate reputation: seeking a definition. SAGE
Genasi, C. (2002). Winning Reputations. How to Be Your Own Spin Doctor. Gordonsville:
Palgrave Macmillan.
Author(s) and co-author(s) jointly and severally represent and warrant that the Article is original with the author(s) and does not infringe any copyright or violate any other right of any third parties, and that the Article has not been published elsewhere. Author(s) agree to the terms that the IJRDO Journal will have the full right to remove the published article on any misconduct found in the published article.
