Reputation Management Course
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COURSE DATES AND LOCATIONS
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INTRODUCTION
We all know the value of reputation. People with a high reputation are talked about more, are sought after, and can command higher positions in society and higher salaries. Similarly, in the business world having a great reputation makes you a preferred choice, allows you to charge higher prices, and leads to more satisfied staff and customers. If your reputation is negative you may not even be given a chance.
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COURSE OBJECTIVES
By the end of the course, you‘ll be able to:
- Understand the drivers of reputation and how to manage them
- Discover how transparency builds trust and reputation for an organization.
- Get the right attention for your brand.
- Create risk and issues management plans for stakeholders.
- Develop effective communication campaigns
- Explore the range of activities that comprise corporate communications
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COURSE AUDIENCE
This course is made for:
- Corporate Communications Practitioners
- Senior Managers
- Public Relations Officers and Managers
- Public Affairs Practitioners
- Marketing Officers and Managers
- Anyone planning a career in PR
- Marketing manages
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COURSE OUTLINE
DAY ONE:
- What is reputation and how can it be assessed
- What are the drivers of reputation?
- A reputation audit – how to conduct it?
- Sources of data on reputation
- Developing your research skills
- Use of online tools to assess the reputation
DAY TWO:
- How company culture impacts reputation?
- Brand and brand values
- Do you deliver on your brand personality and promise?
- Aligning your comms, marketing, sales, and customer service
- Communicating across cultures
- Ensuring support from the top tier
DAY THREE:
- Mapping your regular stakeholders and their media preferences
- Analysing your reputation in key media
- Running media campaigns
- Planning and managing press briefings
- Analyzing your coverage in directories
- Campaign risk planning
DAY FOUR:
- Managing reputation online
- Why the internet has been the game changer?
- The Cluetrain manifesto and migration to online and mobile
- The importance of Search Engine Optimisation
- Social media and reputation
- Assessing your online reputation
- The risks of social media
DAY FIVE:
- Protecting a Reputation: when it goes wrong, crisis response
- ESG – Environment, Social, and Governance
- Your CSR profile
- Transparency and ethics
- Surveying stakeholders
- The role of influencers
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