Corporate Reputation Management
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Corporate Reputation Management Course
Introduction:
It is recognized that an organization’s corporate reputation is affected by the actions of every business unit, department, and employee who comes into contact with another stakeholder. However, how employees can be directed or encouraged to “live the brand” is an area that has received relatively limited coverage.
Maintaining and managing your company’s reputation is crucial if you want your company to succeed. 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.
By attending this course, 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 a reputation and how it is best monitored and protected, both on 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 a reputation
- Produce a 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
