Why do public sector organisations target different stakeholder audiences in their reputation management? Despite the recognition that reputation management is an audience-based exercise, the field lacks studies that systematically analyse which audiences matter for reputation management by different public service organisations. This article examines reputation management by public service organisation in a multi-audience framework. The relevance of different audiences is surveyed at public service organisations that differ in formal-legal distance from government, task, size and environmental turbulence. The strongest and broadest effects are found for more autonomous organisations, who focus their reputation management more on politicians in general and the media and less on their directly responsible Minister.