Skip to main content

LUP Student Papers

LUND UNIVERSITY LIBRARIES

NGO Communication Countering Character Assassination in Georgia

Sarsevanidze, Magda LU (2025) SKOM12 20251
Department of Strategic Communication
Abstract
Character assassination (CA) is a strategic communication phenomenon with roots in ancient times, yet it remains underexplored in the literature on reputation management. While widely used in contemporary political environments, including those in Georgia, its intersection with the NGO sector has received relatively little scholarly attention. Positioned uniquely between the public and private sectors, NGOs demand tailored communication strategies, particularly in politically volatile contexts. This thesis problematizes the existing knowledge within reputation management and bridges the gap by integrating CA into the discourse of reputation management. It also inquires about how Georgian NGOs manage CA attacks in their communication... (More)
Character assassination (CA) is a strategic communication phenomenon with roots in ancient times, yet it remains underexplored in the literature on reputation management. While widely used in contemporary political environments, including those in Georgia, its intersection with the NGO sector has received relatively little scholarly attention. Positioned uniquely between the public and private sectors, NGOs demand tailored communication strategies, particularly in politically volatile contexts. This thesis problematizes the existing knowledge within reputation management and bridges the gap by integrating CA into the discourse of reputation management. It also inquires about how Georgian NGOs manage CA attacks in their communication practices to safeguard the organization's external reputation.

This study offers theoretical insight and practical relevance for communication practitioners emerging from ongoing real-life stories. It introduces the Image Prepare framework, an innovative synthesis of Image Repair and Inoculation theories, to examine proactive strategies for reputational resilience. Grounded in a constructivist paradigm, the study employs qualitative methods through in-depth interviews with representatives of Georgian non-governmental organizations (NGOs). Findings reveal that resilient reputations are built proactively through seven contextually grounded tactics, positioning communication as both an adaptive strategy and a democratic necessity. (Less)
Please use this url to cite or link to this publication:
author
Sarsevanidze, Magda LU
supervisor
organization
course
SKOM12 20251
year
type
H2 - Master's Degree (Two Years)
subject
keywords
NGO Communication, Character Assassination, Image Prepare, NGO Reputation Management, Reputation Management, Image Repair Theory, Inoculation Theory.
language
English
id
9203871
date added to LUP
2025-06-23 09:55:43
date last changed
2025-06-23 09:55:43
@misc{9203871,
  abstract     = {{Character assassination (CA) is a strategic communication phenomenon with roots in ancient times, yet it remains underexplored in the literature on reputation management. While widely used in contemporary political environments, including those in Georgia, its intersection with the NGO sector has received relatively little scholarly attention. Positioned uniquely between the public and private sectors, NGOs demand tailored communication strategies, particularly in politically volatile contexts. This thesis problematizes the existing knowledge within reputation management and bridges the gap by integrating CA into the discourse of reputation management. It also inquires about how Georgian NGOs manage CA attacks in their communication practices to safeguard the organization's external reputation. 

This study offers theoretical insight and practical relevance for communication practitioners emerging from ongoing real-life stories. It introduces the Image Prepare framework, an innovative synthesis of Image Repair and Inoculation theories, to examine proactive strategies for reputational resilience. Grounded in a constructivist paradigm, the study employs qualitative methods through in-depth interviews with representatives of Georgian non-governmental organizations (NGOs). Findings reveal that resilient reputations are built proactively through seven contextually grounded tactics, positioning communication as both an adaptive strategy and a democratic necessity.}},
  author       = {{Sarsevanidze, Magda}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{NGO Communication Countering Character Assassination in Georgia}},
  year         = {{2025}},
}