Enhancing Corporate Reputation Through a Deconstruction of Issues and Crises Roles

Overtime, the issues associated with   corporate reputation have  thrown several challenges at scholars who try to decipher what should  and should not be an ideal reputation.   With literatures suggesting that different publics have different perceptions of an organization whether  the origin, length of planning circle, quantum and scale of branding engaged by such organizations matter or not (Hatch and Schultz, 2008) and the fact  that the individual specific circumstances of message reception interact with the changing behaviour and   activities of an organization , (L’etang and Pieczka, 2006); this paper adopted  a critical analysis approach to  identify issues in image and reputation building, situate the issues in the context of corporate values; and, appraised  how such issues associated with the roles played during crises can help in enhancing corporate reputation. Keywords: Corporate reputation, corporate issues, Crises, Crises Roles, Deconstruction