CORPORATE SOCIAL CAPITAL

Resumen

<p align="justify">This paper discusses the concepts of stakeholder, reputation and social capital and their relevance for
corporations in modern society. The paper argues that there is a special demand for reputation management
in today’s corporate communications and public relations due to fragmented publics and stakeholders, as well
as to increased public interest in corporations. The introduction of real-time media has also imposed new
demands which corporations today must meet to survive. Different stakeholders possess the ability to benefit
but also to harm the corporations through corporate reputation. Cultivated stakeholder relations can be
especially beneficial to corporate reputation and long-term development, and the social ties that stakeholders
embody can even be seen as social capital for the corporation. A new concept of “Faith-holders” is also
presented to better describe corporate social capital.<P>