The importance of corporate communication units in increasing the effectiveness of public services and corporate reputation: The example of İnönü University

Institutions and organizations aim to announce their products and services to their target audiences by using various communication tools. In today's conditions, the fact that similar products and services are offered by more than one institution creates an obligation for the consumer to make a choice. In such a situation, institutions realize that corporate communication efforts alone are not sufficient; They have understood that it is essential to carry out some work in terms of corporate reputation in order to be positioned in a different place from others in the eyes of their target audience. The concepts of corporate communication and corporate reputation, which are the subject of many scientific studies, have been examined from different perspectives and under different headings. In this study, the role of the work of İnönü University Corporate Communication Unit, a public institution, in increasing the corporate reputation and the effectiveness of public services is emphasized. As a matter of fact, it has been concluded that the Corporate Communications Unit contributes to ensuring, maintaining and protecting corporate reputation.