Information Needs of Selected Groups of External Stakeholders for Assessing the Reputation of a Chemical Company

Abstract

The paper highlights the importance of targeted corporate communication to different stakeholder groups in creating a positive corporate reputation. The results of primary quantitative research are presented, the main objective of which was to find out what information is important for the public in the role of different groups of external stakeholders of a chemical company to assess the reputation of this company and what information channels are preferred by respondents to obtain this information. The research was prepared on the basis of a literature search mapping the expected sources or tools for building corporate reputation and also identifying the most used corporate communication channels for communicating with the public. The investigation confirmed the assumption that information needs differ between the different groups of external stakeholders studied. The results of the research provide chemical companies with effective guidance for specifically targeting their communications to different stakeholder groups using appropriate information disseminated by their preferred information sources.