Corporate Reputation Management

Corporate reputation was, is, and always will be of enormous importance to organisations. To reach their goals, stay competitive and prosper, good reputation paves the organisational path to acceptance and approval by stakeholders. Even organisations operating in difficult ethical environments – perhaps self-created – need to sustain a positive reputation where possible.

This training course is designed to provide participants with the relevant strategies to manage corporate reputation strategically in communication and stakeholder engagement. This course highlights topics such as strategy, current models and approaches to reputation and issues, and the practical side of key concepts such as authenticity and ethical business practice. Further, the course will cover essential concepts related to corporate reputation management such as risk, issue, business continuity management, CSR, brand management and crisis management.

• Gain a comprehensive understanding of the concept of reputation management, its importance, the tools for management, and reputation drivers.
• Effectively promote and defend organization’s reputation by taking a strategic approach to reputation and issues management
• Learn how to align corporate and public relations strategies to effectively strengthen brand recognition, mitigate risk and handle crises.
• Explore the principles of key messaging for efficient Stakeholder Engagement
• Recognize the strategic impact of communications on reputation
• Assess and map stakeholder perceptions including social media sentiment
• Develop an effective reputational defence plan and implement it