Public relations as image and reputation management

A general call for overcoming the distinction between the concepts of image and reputation seems to be emerging in the public relations field. The recurring counter- position of the two concepts is part of the larger debate over the symbolic communication- based function versus the behavioral function of public relations. The aim of this chapter is to conciliate the two perspectives by reviewing the literature about image and reputation management. The chapter highlights the role of public relations in managing image and reputation and illustrates its contribution, but also identifies opportunities and risks that professionals could face in the current competitive environment. The chapter has four main parts. The first section examines the concept of image. The second addresses the concept of reputation. The third section guides readers beyond the distinction between the two concepts and discusses the implications for and the contribution of public relations professionals in managing and evaluating image and reputation. The final section explores possible future trends in public relations and communication research.