Reputation Management

Organisations with strong reputations are better able to attract the best and most appropriate stakeholders such as customers, investors and employees, so it’s logical that organisations attach great importance to building, maintaining and protecting their corporate reputations.

This three-day course in Reputation Management provides a comprehensive overview of the latest academic knowledge and best practices for managing reputations. Participants will:

• Gain a basic understanding of the systems approach to reputation and
• Be able to apply some systems thinking methodologies across functions in their organisations
• Be able to advise their organisations on a reputation-building strategy
• Apply corporate communication strategies specifically important to their reputation-building efforts
• Gain a greater appreciation of today’s societal expectations of organisations, the pressures for consistency between actions and words

Learning objective

The course provides participants from any kind of organisation the basic principles associated with the study of reputation. It provides an overview of generally accepted definitions of reputation; the drivers of reputation; stakeholder demands for social responsibility; the role of communication in building reputation; reputation risk; and reputation measurement. It discusses the different ways of understanding reputation, its formation, and its impact on their own type of organisation along with more relevant tools for helping them instil an organisation-wide systems approach to building reputation.

This includes a thorough understanding of identity, image and reputation and the interaction of these concepts, knowledge of different measurement instruments associated with reputation. It will help participants understand how the systems approach is linked to reputational risk and its sources