Traces of Corporate Reputation in Media: Mu？ Alparslan University Case

The concept of corporate reputation refers to people's judgment about an institution. Considering the changing conditions of competition, it is seen that the perception of a positive reputation is very important as it cannot be measured by tangible assets. Therefore, having a positive perception of reputation among stakeholders has become a necessity in terms of today's management approach. In this study, the traces of the corporate reputation of Mu？ Alparslan University is searched in written media, which is one of the mass media family. In this context, the news related to the institution (Mu？ Alparslan University) has been compiled for the period 2015-2017 and analysed by the content analysis approach. According to the findings, it is concluded that the media reports of the institution are mostly positive and thus can provide a positive contribution to the reputation of the institution