Company Reputational Capital as an Object of Strategic Communication: a Model of Formation, Protection and Strengthening
DOI:
https://doi.org/10.17721/2522-1272.2026.88.20Keywords:
reputational capital, PR, strategic communication, corporate communication, reputation, stakeholders, public image, trustAbstract
The object of the study is a company’s reputational capital as an intangible asset formed through strategic communication and the organization’s public interaction with stakeholders. The relevance of the topic is driven by the growing importance of intangible assets in the valuation of modern companies and the increasing influence of the information environment on the public perception of business. The aim of the study is to define the theoretical foundations of reputational capital, providing a clear understanding of its role as a strategic organizational resource, as well as to develop a model for the formation, protection, and enhancement of a company’s reputational capital, adapted to the practice of corporate communication. The research methods include the analysis and systematization of academic literature on corporate reputation and strategic communication, as well as modeling as a method for developing a conceptual framework for reputational capital management. The case study method was employed to validate and demonstrate the empirical relationship between the proposed reputational capital management model and real-world communication practices. The main findings indicate that reputational capital should be considered not only as an outcome of a company’s activities but also as an object of strategic communication management. The effectiveness of reputation management is determined by the combination of three key components: the company’s actual performance, its communication strategy, and stakeholders’ perceptions. This asset is cumulative in nature, develops over time, and directly affects a company’s market value, investment attractiveness, competitiveness, and resilience in crisis situations.
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