Reputation Management

Objectives of this workshop

These are to develop the knowledge, understanding and skills of the delegates in the importance of managing the reputation of their organisation and giving them tools to improve how the organisation is perceived.

This one day course is an introduction to the topic of reputation management and is intended for those who have some responsibility for the branding, marketing or promotion of their organisation. This could include individuals involved in corporate relations, public affairs or media relations.

Outline of this workshop

• What is Reputation?
• Perception or reality?
• Value of Reputation in personal and corporate life and in government
• Managing the Six Dimensions of Corporate Reputation
  • Emotional appeal
  • Products & services
  • Financial performance
  • CSR
  • Workplace environment
  • Vision & leadership
• Reputation Management: aligning organisational behaviour with public expectation
• Reputation management as part of managing your stakeholders
• Reputation and Corporate Social Responsibility
• Conflict between pursuit of profit and being a good corporate citizen?
• Reputation management in government
• Mapping the Six Dimensions into a government context
• Why should government be concerned with reputation?
• Reputation management and public service delivery
• Managing reputational risk
• Creating a reputational risk register
• Carrying out a reputational risk assessment