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. Individual, in-depth, semistructured interviews were conducted with eight participants until the data was saturated. Thematic analysis was used to analyse the data. The results show that the 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