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Corporate Reputation Management


Program Place: Dubai

Program Date: 11.11.2024

Price: $4900

Course Details


Introduction

It is recognised that an organization’s corporate reputation is affected by the actions of every business unit, department and employee that comes into contact with another stakeholder. However, the means by which 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..

Objectives

By the end of the Corporate Reputation Management course , you will be able to : 
 

    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 defence plan and implement it
    Deliver business excellence for organisational 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 organisation's image and reputation through communications such as the legal and HR personnel..

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Course Outline


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.