The Role of Corporate Reputation Management in Enhancing Institutional Image: A Study of the University of Calabar

With stiff competition inherent in corporate world and attempt to stay clean at all times making an institution the stakeholders’ choice, corporate reputation management becomes vital. For institutions such as university, reputation is influenced by sets of variables like student experiences, student selection, faculty attraction, stakeholder knowledge, and university valuation. Also, it's quality of education, research activity, and social responsibility. This study therefore, examined the place of corporate reputation management at the University of Calabar, Nigeria. Findings described the university’s reputation and public relations services rendered by the university as average for corporate reputation and not so good for the university public relation. The study suggested that if the quality of academic staff, quality of academic programmes, quality of students and infrastructure are improved, it will boost the reputation of the university.