Abstract: The benchmark of leadership and management to build an image is through reputation theory.

In addition communication is also the main thing that needs to be built. Leaders are the main
communicators in building a positive reputation. A leader must have credibility, reliability, trust and
social responsibility. Strong reputation builds on consistent daily actions, values, not enough with just
one buzz, determined by all priorities given the increasingly critical public that has a high impact on
personnel and institutions. Reputation begins with identity as the first point reflected through the name
(logo) and the appearance of identity is also non-physical, such as values, philosophy, work style and
communication, both internal and with outsiders.

Abstrak: Tolak ukur pimpinan dan manajemen untuk membangun citra adalah melalui teori reputasi.
Selain itu komunikasi juga merupakan hal yang utama yang perlu dibangun. Pimpinan merupakan
komunikator utama dalam membangun reputasi yang positif. Seorang pemimpin harus
memilikikredibilitas, keterhandalan, kepercayaan dan tanggung jawab sosial.Reputasi yang kuat
dibangun dari tindakan sehari-hari yang konsisten, tata nilai, tidak cukup hanya dengan satu gebrakan
saja, ditentukan dengan segala prioritas mengingat publik semakin kritis yang memiliki dampak yang
tinggi terhadap personil dan lembaga. Reputasi dimulai dari identitas sebagai titik pertama yang
tercermin melalui nama (logo) dan tampilan identitas juga berupa non-fisik, seperti nilai-nilai, filosofi,
gaya kerja dan komunikasi, baik internal maupun dengan pihak luar.

From a building, then its human resources are the walls and pillars of a building.Reputation is the beauty
and comfort of the building. So then if we want to build the beauty and comfort of a building then
create and demolish the foundation, the roof and the pillars that disprove that building. Sometimes an
organization often forgets such things in order to rebuild a damaged building. In line with the so-called
intersubjective realities of the world in the sense that people would perceive what they saw and heard
without seeing why they were cracking and wobbly. Members of society often cultivate basic opinions
and perceptions about the world that they internalize through information and communication. Humans
interact in different ways, the convergence of humans responding not only to the actions of others but
also to the meaning, motive and intent of the actions, which may be an attack. Regardless of whether it
is fun or not, it will come when the actors involved give the symbol the same meaning. Therefore, efforts
made by each organization to build an image should be started by doing an evaluation that means we
must first look into the problem at hand. Then the mirror must be cleaned first. How do people build a
good image for organizations in the eyes of the public through reputation, by improving external
communication and improved organizational management. Along with the above caption entitled build
an image through a theory of reputation "the goal is to know how to build an image through a theory of
reputation, communication and sound management.