Reputation is a critical component in an underlying component and establishing credibility in successful corporate communication. It is intricately related to shaping corporate image. An organization with a good reputation strives to perpetuate that image successfully by its corporate identity. Reputation is the factor that precedes an organization product or services and a good reputation can be a factor which causes clients to select one organization over another. Just as reputation can enhance business it is also the component which can be harmed through poor crisis management or that can sustain a organization in a time of corporate disaster.