PR STRATEGIES FOR MANAGING REPUTATION IN ALIGNMENT WITH SUSTAINABLE DEVELOPMENT GOALS REPORTING (SDG 12)

In the context of transparent and highly competitive business world, corporate reputation has emerged as an important intangible asset of today. The PR initiatives are being embraced as more strategic in basing the corporate reputation, especially sustainability commitments. N sustainability development reporting under SDG 12: Responsible Consumption and Production is a case analysed in this paper as involving crossover reputation management, PR practices and sustainable development reporting. The literature has noted that even these sustainability reporting systems such as the Global Reporting Initiative (GRI), and integrated reports can be observed as critical to accountability as associated with accountability but such should also be created with appropriate PR strategies that can read such technical information to readable and credible and information that can be easily understood by stakeholders. It is also found that reputation is enhanced when PR communication is genuine and supported by facts but differ when organizations involve themselves attacks of greenwashing or symbolic communication. The research is based on the theory of stakeholder, legitimacy and reputation management theories, and places an argument in that PR tactics should transition toward symbolism promotion to substantive practice, which encourages dialogues, upwardness, and protracted relations among stakeholders. The study finds that the convergence of PR strategies and SDG 12 reporting is a reputational requirement as well as a channel through which organizations can gain legitimacy and sustainability in a global economy that is sustainability-oriented.

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