Public relations and corporate identity

Kinnear, Susan and Griffiths, Hugh 2025. Public relations and corporate identity. Theaker, Alison, ed. The Public Relations Handbook, 7th Edition, Abingdon, UK: Routledge, pp. 86-100. (10.4324/9781003517375-9)

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Abstract

This chapter presents corporate identity as a corporate construction, where organisations seek to represent themselves in ways that are associated with strategically important characteristics, values, and beliefs. Scholars in corporate communications and practitioners in branding and marketing often argue that a strong corporate identity, coupled with a positive corporate image, can deliver measurable financial benefits. Furthermore, corporate identity and reputation are shaped by cultural norms, influencing public perceptions and stakeholder expectations.

Item Type:	Book Section
Date Type:	Publication
Status:	Published
Schools:	Schools > Journalism, Media and Culture
Subjects:	H Social Sciences > H Social Sciences (General)
Publisher:	Routledge
ISBN:	9781032852683
Related URLs:	Publisher
Last Modified:	04 Nov 2025 14:07
URI:	https://orca.cardiff.ac.uk/id/eprint/178627

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