Corporate Reputation Management
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Corporate Reputation Management Course
Introduction:
The actions of every business unit, department, and employee within an organization have a direct impact on its corporate reputation. However, there is limited coverage on how to effectively direct or motivate employees to embody the organization's brand.
Effective management of corporate reputation is essential for the success of any company. The Corporate Reputation Management training course is a five-day program that focuses on strategically managing corporate reputation through communication and stakeholder engagement. The course covers various topics, including strategy, current models and approaches to reputation and issues, as well as practical concepts such as authenticity and ethical business practices.
By participating in this course, attendees will gain the knowledge and skills to promote and protect their organization's reputation through a strategic approach to reputation and issues management. The course helps participants understand the intricate relationship between sub-disciplines such as risk management, issue management, business continuity management, corporate social responsibility (CSR), brand management, and crisis management.
Participants will also explore different platforms that can be utilized to enhance reputation and learn how to effectively monitor and safeguard reputation both online and offline.
Course Objectives:
At the end of this Corporate Reputation Management Course, learners will be able to do:
- Excel at Strategic Issues Management
- Manage and preserve brand image and reputation
- Aligned with the overall corporate strategy, build impactful Public Relations strategies to effectively strengthen brand recognition, mitigate risk and handle crises
- Master the principles of key messaging for efficient Stakeholder Engagement
- Use strategic Public Relations planning to impact corporate culture and cement positive public perceptions
- Accurately identify the strategic impact of communications on reputation
- Measure and map stakeholder perceptions including social media sentiment
- Write a communications plan to defend and develop reputation
- Produce a clearly reasoned reputational defense plan and implement it
- Deliver business excellence for organizational reputation alignment
Who Should Attend?
This Corporate Reputation Management course is ideal for:
- Senior managers who share responsibility for developing brand and reputation and particularly:
- Communications specialists (internal and external),
- HR professionals with a concern for the impacts of reputation,
- Departmental managers and Project managers
- Anyone who needs to understand the principles of reputation management strategies and has direct access to decision-making when it comes to protecting, promoting or influencing the organization’s image and reputation through communications such as the legal and HR personnel.
Course Outlines:
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 organization
Reputation, Authenticity and Ethics
- The role of corporate responsibility
- Shaping your organization’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
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
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
Strategic Issues Management
- Understanding your organization’s reputation drivers
- Managing risk and reputation for your organization
- Creating a strategic issues management system within your organization
- Applying a strategic approach from group to local level