Course Details
Course Outline
5 days course
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
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
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 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
