Strategic communication by regulatory agencies as a form of reputation management: A strategic agenda

Moshe Maor*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

32 Scopus citations

Abstract

This article develops a strategic agenda concerning regulatory agencies' strategic communication in light of the reputation literature. It highlights the main strands in this literature, presents the fundamental findings discovered so far, responds to the critiques that have recently surfaced, and offers guidance about where scholarship on strategic communication might most profitably head. The critiques discussed here centre on two aspects: (i) the claim that an agency's communication choices are to some extent driven by the distinctive logic of the media rather than by reputational concerns, and (ii) the argument that strategic communication provides only short-term solutions to emerging threats and is therefore overemphasized in the literature. Future agendas include, for example, the selection of audience segmentation strategies, and the management of competing and even contradictory communication for segmented audiences when agencies enjoy exclusive jurisdiction, as opposed to cases in which other agencies share the same stage.

Original languageAmerican English
Pages (from-to)1044-1055
Number of pages12
JournalPublic Administration
Volume98
Issue number4
DOIs
StatePublished - Dec 2020

Bibliographical note

Publisher Copyright:
© 2020 John Wiley & Sons Ltd

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