Digital Communication and Online Reputation Management in a Hyperconnected World

Issues:Digital platforms amplify messages instantly and globally, transforming how reputations are built or damaged. Without a clear corporate strategy, online reputation risks can affect financial performance, talent attraction, and stakeholder trust. Employers must address how rapid digital communication, AI-generated content, and blurred personal–professional boundaries shape organizational credibility. Mission: This chapter draws on corporate communication, AI, crisis management, and identity studies to: (1) explore how AI-driven digital transformation and real-time feedback heighten reputational risks if unmanaged, and (2) examine misinformation, identity misalignment, and crises intensified by social media without digital conduct guidelines. Through real cases of branding crises and AI hallucinations, it highlights the dual role of employers and employees as message creators and representatives. It concludes with ethical, identity-aware, and rapid communication strategies to sustain trust and brand equity.