Communication is a very important area for all other areas, so that human deeds and behaviors will not be perfect without any communication (Narimah 2004). In the early stages of human existence, communication is only for the sake of singles. With the rapid development and after the revolution of human civilization has wujub more complex communication. In the era of media revival is the beginning of a greater communication burden, this situation occurs when at the time the organization’s development has made communication a key area in product marketing as well as manpower. Many companies have come to realize that communication is a key catalyst in the business world, especially to spark corporate image of a company. As Saodah, narimah and Mohd Yusof (2004) know how to make a person or organization more successful and competitive.
The establishment of a strong company is closely linked to the corporate communications that exist within an organization. In this era of modernization, organizations and companies have realized that corporate communications are crucial in the formation of corporate images, as Ind (1990) Corporate Communications is a process for translating or altering a corporate identity into corporate image.
Corporate images and reputations have become the main organizational agenda through corporate communication activities. In a world of globalization, corporate images are seen as one of the elements that the organization cares about. Identity is an act and an ‘asset’ that is owned, while the image is the prototype of the identity generated in the public mind. Cognitive, belief and action aspects will shape the image of the organization in the public. Reputation refers to the aggregate of public perceptions of the resulting image. Therefore, these three elements are important to the organization’s corporate communication program planning to be clear.
Reputation is seen as a major undisclosed source that will create competitive advantage especially when competitors are difficult to compete as well as enable the organization to achieve high performance continuously (Ananda et al., 2014). In giving a reputation for the reputation, Carmeli and Tishler (2004) have given reputation a reputation as an outsider’s belief in what distinguishes an organization, while reputational impression from prestige point refers to the internal party’s notion of the organization itself.