The importance of corporate reputation in crisis management: A research in the framework of Turkey's most reputable institutions

In today's conditions; crises can occur when the values, demands and opinions of the target audience do not correspond with the institution, when the institution does not analyze its internal and external stakeholders correctly and update its behaviors and values accordingly. Frequency of the crises, failure of management; in the simplest terms, it may cause the institution to display an unsuccessful image in the eyes of the target audience and ultimately not to prefer its products/services. At this point, it is thought that the concepts of corporate reputation and corporate reputation management are important and provide credibility to the target audience in times of crisis, facilitate crisis management and make crises more easily overcome. In this thesis, it is aimed to emphasize the importance of corporate reputation in crisis management. In this direction, the connection of these two concepts has been explained. In the study, Turkey Reputation Index as determined by the results of the research data presented in 2020, is located in Turkey's Most Reputable Companies findings and assessments made by structured interview. This study reveals that the concept of corporate reputation plays a very important role for organizations in times of crisis. When the research findings are examined, the importance of corporate reputation during the crisis is clearly seen. Keywords: Crisis, Reputation, Crisis Management, Reputation Management, Corporate Communication