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Esta investigación tiene como objetivo determinar si las empresas se hallan ante la necesidad de contar con un modelo de gestión de crisis sobre riesgos reputacionales relacionados con la desinformación mediática. Las empresas admiten encontrarse ante un nuevo riesgo corporativo y el sector profesional de la comunicación reconoce la urgencia de contar con medidas ante un evento por bulo. Para ello, se toma como punto de partida la investigación realizada a empresas españolas sobre su percepción de riesgo, donde se determinó que para el profesional los riesgos derivados de la desinformación son altamente peligrosos y se descubría la brecha entre la percepción profesional y las prioridades de la organización. El presente informe de corte cualitativo, con grupos focales a una muestra cualificada de responsables de reputación y comunicación corporativa de empresas españolas, revisa la tendencia de estas crisis y la sistemática empleada en la gestión de la crisis. Los resultados corroboran la necesidad de crear una metodología base que recoja los fundamentos sobre los que actúa la desinformación. Este hecho está dando lugar a la necesidad de ampliar el conocimiento en la creación de dinámicas eficientes para la lucha contra la desinformación. Las conclusiones bocetan un esquema metodológico que puede mejorar el trabajo de los profesionales de la comunicación. This research aims to determine the need for a crisis management model on reputational risks related to media misinformation. Companies recognize that they are facing a new corporate risk and the professional communication sector recognizes the urgency of having measures in the face of a hoax event. For this, the research carried out on Spanish companies on their perception of risk is taken as a starting point, where it was determined that for the professional the risks derived from misinformation are highly dangerous and the gap between the professional perception and the priorities of the organization. This qualitative report, with focus groups on a qualified sample of those responsible for reputation and corporate communication of Spanish companies, reviews the trend of these crises and the systematic used in crisis management. The results corroborate the need to create a base methodology that collects the foundations on which disinformation acts. This fact is giving rise to new work dynamics and provides knowledge in the creation of efficient dynamics for the fight against misinformation. The conclusions propose a methodological scheme that can improve the work of communication professionals. Esta pesquisa tem como objetivo determinar se as empresas se deparam com a necessidade de um modelo de gestão de crise dos riscos reputacionais relacionados à desinformação na mídia. As empresas admitem estar perante um novo risco corporativo e o sector da comunicação profissional reconhece a urgência de se tomar medidas perante situações de embuste. Para tal, parte-se da pesquisa feita sobre a percepção de risco de empresas espanholas, onde se determinou que para o profissional os riscos derivados da desinformação são altamente perigosos e os gaps entre a percepção profissional e as prioridades da organização. Este relatório qualitativo, com focus groups numa amostra qualificada dos responsáveis pela reputação e comunicação corporativa das empresas espanholas, analisa a evolução destas crises e o sistema utilizado na gestão de crises. Os resultados corroboram a necessidade de se criar uma metodologia de base que reúna os alicerces sobre os quais atua a desinformação. Este fato está suscitando a necessidade de ampliar o conhecimento na criação de dinâmicas eficientes para o combate à desinformação. As conclusões traçam um esquema metodológico que pode melhorar o trabalho dos profissionais de comunicação.

En: Doxa Comunicación: revista interdisciplinar de estudios de comunicación y ciencias sociales. e-ISSN 2386-3978 n. 30, 2020, pp 369-388. La imagen y la reputación son elementos que rigen la competencia actual. Las organizaciones cada vez se centran más es potenciar su imagen corporativa, por encima de otros aspectos de su actividad. En el ámbito de las universidades, esto no es diferente. Dada la reducción de recursos económicos y los cambios de legislación, las universidades se han visto obligadas a centrar su actividad en gestionar su imagen y su reputación, con el fin de atraer ingresos. Dentro de este contexto, la investigación que se presenta a continuación expone un análisis de contenido sobre las comunicaciones emitidas por la Universidad Rey Juan Carlos durante su periodo de crisis ocasionado por el denominado “caso máster”. El análisis se realiza desde un punto de vista cuantitativo y cualitativo, basándose en una serie de variables. De este modo, se pretende obtener conclusiones sobre la gestión de crisis llevada a cabo, que ayuden a esclarecer distintos aspectos sobre las acciones comunicativas, tras el exhaustivo análisis de las comunicaciones electrónicas emitidas por la universidad estudiada. Este análisis se centra en las variables de un determinado caso, sin añadir elementos subjetivos de juicio, pero determina que existieron acciones que no ayudaron a restablecer la credibilidad de la institución. Image and reputation are the factors that govern competition today. Organizations are increasingly focused on enhancing their corporate image even more so than other aspects of their activity. In the university realm, this is no different. Given the reduction in economic resources and changes in legislation, universities have felt compelled to focus on managing their image and reputation in order to attract revenue. Within this context, the investigation presented herein is a content analysis of the communications issued by Rey Juan Carlos University during the crisis resulting from the so-called “Master’s Degree case”. This analysis has been carried out from both a quantitative and qualitative point of view, based on a series of variables. The aim is to draw conclusions regarding how the crisis was handled, as such conclusions will help to clarify different aspects of the communicative actions after an exhaustive analysis of the electronic communications issued by the university under study. This paper focuses on investigating the variables involved in this particular case without introducing subjective aspects of judgement.

This thesis uses attribution theory and situational crisis communication theory (SCCT) to examine the association between CEO’s personal risk and corporate reputational risks on the social media platforms by analyzing the case of JD.com. The thesis shows that JD.com’ situation partially reflected the research questions proposed based on attribution theory and SCCT. Social media users tended to attribute the fault of CEO’s sexual misconduct to JD.com after the crisis happened, which eventually impacted on the company’s reputation. Meanwhile, based on the SCCT theory, the thesis found no recovery trend was observed since the company did not react to the online discussion. However, this thesis failed to conclude that JD.com’s pre-crisis online discussion had different patterns than the post-crisis discussion, and the comparison between JD.com and its competitor also could not support the hypothesis that JD.com suffered reputational crisis caused by its CEO's personal risk

I mars 2014 bryter det ut en krise i Facebook og det politiske konsulent selskapet Cambridge Analytica. Sistnevnte skal ha stjålet data fra mange Facebook brukere til bruk i det amerikanske presidentvalget 2016 som satt Donald Trump i det ovale kontor. Selskapet utnyttet seg av såkalt Big data, psykologisk profilering og målrettede annonser. Ved å bruke kraften som ligger i Big data havnet Cambridge Analytica i en dødelig krise. Men kan Big data brukes til å håndtere en krise? Kan organisasjoner bruke Big data til å forutse en krise og hindre den? Kan Big data brukes til å gjøre organisasjoner bedre forberedt på en krise? Kan det brukes til å evaluere en krise? Big data analyse har vært et stort tema de siste årene, men lite har blitt skrevet om hvordan det kan brukes i håndteringen av en omdømmekrise. Gjennom å undersøke tre norske omdømmekriser ønsker vi å kartlegge potensialet og farene ved Big data analyse under en omdømmekrise.

There are many views in the concept of corporate reputation and the massive research in the area tends to result in many new definitions. Research has shown that a good corporate reputation has a positive relation to Sustainable Competitive Advantage, financial performance and attraction to competent employees. The many views in the concept make it especially interesting to examine the view on corporate reputation in a perspective of big Swedish corporations. Another interesting area to examine is whether the companies manage their reputation or not. The empirical findings of this essay are based on qualitative interviews to get a deeper understanding in the area of reputation. In the analysis the empirical findings were linked to the theoretical framework chosen for the study and earlier research in the area. Through this study it has been shown that companies are defining reputation as a part of the brand. They also explain reputation as the stakeholders aggregated view of a company. The companies manage their reputation, but as an integrated component in the work of brand and communication. The companies had difficulties in separating the concept of reputation andthe concept of brand.