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May 28 – 30, 2017

Sara  Goldvine

Sara Goldvine

PAPER PRESENTATION: In the Eye of the Storm: Coorientation in an Organization Undergoing Reputation Repair

While there is limited research into internal reputation management, studies have shown that different strategies are effective for stakeholders directly engaged with an organization than for those further removed. For service organizations, particularly those that depend on public funding, this can pose a challenge: how to best empower front line employees to serve clients well while delivering strategies aimed at elected officials and decision makers, particularly during the digimodern era when messages must be both aligned and authentic? Come hear about a research study at the Toronto Transit Commission, which is nearing the end of its inaugural five-year corporate plan that has aimed to “transform the TTC from top to bottom.” Through employee surveys and semi-structured interviews, this study examines the degree of co-orientation between executive and front line perspectives on reputation management in one of the highest-profile public sector service organizations in the country.


As Director, External Relations and Corporate Communications at TVO, Sara leads strategies to build the organization’s reputation as a digital leader that is creating a better world through the power of learning. Her career has spanned the public, political, and not-for-profit sectors, including stints in senior public relations roles at Toronto Community Housing, the Centre for Addiction and Mental Health, and the B.C. Official Opposition. Sara is nearing completion of her McMaster-Syracuse Master of Communications Management, and looks forward to defending her final capstone by the summer.

Illuminate Partners