Public relations in the small business environment: Creating identity and building reputation

• Public relations is often a shared responsibility within small firms.
• Small firms need to focus on creating an identity before building a reputation.
• For small firms, a positive reputation is built upon credibility and legitimacy.
• Identity and reputation are inseparable from one another.
• A model for identity and reputation management for small businesses is proposed.

This study explores the identity and reputation management activities of small businesses in the field of nanotechnology and examines how small nanotechnology firms create identity and build reputation. Semi-structured interviews were conducted with 23 managers at small nanotechnology firms and 14 other persons who work with or are familiar with small nanotechnology firms. Thematic analysis of the interview transcripts found three themes related to identity creation – consistency, internal training, and human capital as leverage – and three themes related to reputation management – credibility, transparency, and legitimacy. Based on the findings, an identity and reputation management model for small firms is proposed. Implications for public relations educators and for small firms are also discussed.