The subject of the research is the theoretical and institutional foundations of organizational reputation management in the system of modern media communications. Reputation is considered as a complex media communication category that is formed in the process of interaction between the organization and various stakeholder groups in the public information space. Special attention is given to the analysis of the institutionalization of reputation management in the context of the development of public relations theory, corporate and strategic communications. The study explores key theoretical models of communication management, including the typology of PR models and the concept of strategic communications, as well as their influence on the formation of modern reputation management practices. Additionally, the transformation of mechanisms for forming organizational reputation under the conditions of media environment digitalization, communication space platformization, and the spread of algorithmic content selection mechanisms is analyzed. In this context, the subject of research also includes new forms of communication interaction – multichannel communication strategies, influencer communications, and the formation of reputational assessments in online communities on digital platforms. The methodological basis of the research consists of systemic and institutional approaches, as well as methods of comparative theoretical analysis, content analysis of scientific literature, and conceptual modeling, applied to identify the characteristics of reputation formation and management within the digital media communication environment. The scientific novelty of the research lies in the systematization of theoretical approaches to organizational reputation management in the context of the transformation of the media communication environment and the development of an institutional understanding of reputation management as an integrated system of strategic communications. The work shows that an organization's reputation is formed not only as a result of communication impact but also as a derivative of a combination of communication practices, institutional behavior, and the quality of interaction with key stakeholders. It is argued that in the context of media space digitalization, traditional models of reputation management are being transformed under the influence of platform logic for information dissemination, algorithmic content selection, and the development of online communities. The article concludes that effective reputation management in the modern media communication environment requires the integration of strategic communications, media data analysis, and multichannel communication strategies. It is demonstrated that the development of digital platforms, influencer communications, and network forms of interaction enhances the role of dialogical communication models and requires a shift from transmissional communication practices to systematic reputation management in the context of the digital public sphere.
Andrey Viktorovich Yablonskih (Sun,) studied this question.