This dissertation explores the branding of the Danish municipal primary and lower secondary school, Folke-‐ skolen. Folkeskolen faces severe criticism and lacks resources and this threatens to change the school’s position in society as educator of democratic members of the community. Through the empirical research and understanding of the school’s organizing in the Danish society the dissertation seeks to develop an unique reputation management strategy by which the school will be able to improve its reputation. By studying a large number of documents and qualitative interviews with four main players in the education field in Denmark the dissertation combines the theories of Neo Institutionalism and Corporate Communica-‐ tions to develop a polyphonic stakeholder approach to reputation management that differentiates itself from conventional Corporate Communications. It is argued that Folkeskolen should improve its reputation by communicating its New Purpose in society in the Political Communications Realm in Denmark in order to reclaim its legitimacy. Furthermore, the same processes by which its reputation should be managed should formulate this New Purpose. Thus, the Ministry of Education must initiate a reputation management strat-‐ egy of the New Purpose consisting of: Firstly, their understanding of the school’s place within the Political Communications Realm and its processes of legitimacy. Secondly, the Ministry’s application of a stake-‐ holder involvement strategy of the school’s New Purpose and thirdly the strategic adjustment of this New Purpose by which the reputation management will sustain its power of determination and responsiveness.
|Educations||MSc in Business Administration and Organizational Communication, (Graduate Programme) Final Thesis|
|Number of pages||74|