Overview

Corporate Reputation Management is a Five-day training course about how to manage corporate reputation strategically in communication and stakeholder engagement. Topics include strategy, current models and approaches to reputation and issues, and the practical side of key concepts such as authenticity and ethical business practice. You will learn how to promote and defend your organization’s reputation by taking a strategic approach to reputation and issues management.

The course helps those involved understand the often complex relationship between sub disciplines: risk, issue, business continuity management, CSR, brand management and crisis management. The course explores platforms that can be used to develop reputation and how it is best monitored and protected, both on and offline.

Who should attend?

This is an advanced-level course designed for learners in senior roles, aspiring to mastery and innovation. Learning is pitched at a level to help you to synthesize best practices and direct strategic implementation.

This course is recommended for senior communicators who are looking at building a strategic approach to reputation and issues management for their organization.

Course Content

Day 1

Strategic Reputation Management

• What is reputation and can it be managed?
• Reputation drivers
• Shaping online perceptions
• Different tools for stakeholder mapping
• Outside in and inside out perceptions
• Role of strategic management and securing the future of an organisation

Day 2

Reputation, Authenticity and Ethics

• The role of corporate responsibility
• Shaping your organisation’s reputation
• Authentic communications
• Creating and living corporate values

• Links with corporate governance and ethics
• Links with key sub-disciplines: risk, issue, crisis management; business continuity management

Day 3

Stakeholder Engagement

• Managing reputations and perceptions in different circumstances
• Building confidence and trust
• Engaging with stakeholders in a crisis
• Tools and examples for bridging the “perception gap” with stakeholders
• Intangibles and reputation
• Stakeholders and issue management
• Capabilities and reputation

Day 4

Developing, Protecting and Measuring Reputation

• Origins and causes of reputational challenges

• Intelligence gathering and strategic foresight
• Pre-crisis planning and risk assessment
• Crisis management, message framing and media communications
• Online monitoring and reputation management
• Social media and reputation management
• Measuring reputation management
• Role of audit and assurance
• Conducting a reputation audit

Day 5

Strategic Issues Management

• Understanding your organisation’s reputation drivers
• Managing risk and reputation for your organisation
• Creating a strategic issues management system within your organisation
• Applying a strategic approach from group to local level