Despite its importance, few organisations have a well-thought-out reputation strategy or developed reputational capabilities. The primary objective of the course is to provide executives with an authoritative, up-to-date overview of what constitutes reputation management and how best to develop and protect this most valuable intangible.

Emphasis is placed on building reputational capabilities, allowing intelligence to be gathered, and acting on signals. The course also 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 reputation and how it is best monitored and protected, both on and offline.

The root causes of most reputational challenges are reviewed, including how organisations can take relatively simple steps to start reducing their reputational risk exposure.

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Day One: Key Elements of Reputation Management

• What is reputation and can it be managed?
• Role of strategic management and securing the future of an organisation
• Links with corporate governance and ethics
• Links with key sub-disciplines: risk, issue, crisis management; business continuity management
• Intangibles and reputation
• Stakeholders and issue management
• Capabilities and reputation
• Threats, vulnerabilities and reputation
• Brand management and reputation
• Values, CSR and reputation management
• Business model and reputation management

Day Two: 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

Fee: £1400 + VAT

Book This Course: Corporate Reputation Management