Abstract: The objective of this study was to explore how corporate reputation is managed at the Emfuleni local municipality in the Gauteng province of South Africa. This study employed a qualitative research approach and a case study design. In-depth individual, semi-structured interviews were conducted with eight participants until data was saturated. Thematic analysis was used to analyse data. The results show that management of reputation is a multifaceted concept, which includes corporate social responsibility, emotional appeal, financial performance, products and services, vision and leadership and workplace environment. They also show that corporate communication is an essential part of the local municipality as it serves to align the organisation’s vision, culture and image. The study recommends that corporate reputation should be one of the most important objectives of corporate communication departments, meaning that the organisation needs to work harder to build and manage productive relationships with its internal and external stakeholders. The study further recommends that communication should be dialogic because it is a tool for negotiating and managing stakeholder relationships.