Which term describes the practice of managing an organization's reputation?

Public relations is the term that best describes the practice of managing an organization's reputation. This field primarily focuses on creating and maintaining a positive image and relationship between an organization and its various stakeholders, including the public, customers, investors, and the media. Public relations activities often involve crafting messages, managing communications during crises, and leveraging media relationships to promote the organization positively.

Unlike advertising, which primarily aims to promote products or services through paid placements, public relations emphasizes earned media coverage and building trust with audiences. Market research, on the other hand, entails gathering and analyzing data about consumers and markets to inform marketing strategies but does not directly relate to reputation management. Brand loyalty refers to the consumer's commitment to repurchase or continue using a brand, which is influenced by reputation but is not the management of that reputation itself. Thus, public relations is the most appropriate choice for managing an organization's reputation effectively.