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.
COURSE OUTLINE
Day 1
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
Day 2
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
Day 3
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
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
Day 5
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
4 IN-HOUSE TRAINING
LPC
Day Corporate Reputation Management www.lpcenter.com
Strategic Issues Management
DOCUMENTATION
High-Quality material has been prepared by the LPC team for distribution to delegates. In addition, a special note pad to facilitate note-taking will be provided.
CERTIFICATES
Accredited Certificate of completion will be issued to those who attend & successfully complete the programme.
SCHEDULE
Our Course timings commence at 09:00 and conclude at 13:00, followed by lunch on a daily basis.
REGISTRATION & PAYMENT
Please complete the registration form on the course page & return it to us indicating your preferred mode of payment. For Further Information, please get in touch with us.
CANCELLATION AND REFUND POLICY
Delegates have 14 days from the date of booking to cancel and receive a full refund or transfer to another date free of charge. If less than 14 days notice is given then we will be unable to refund or cancel the booking unless on medical grounds.
For more details about the Cancellation and Refund policy, please visit www.lpcentre.com/terms-and-conditions/
TRAVEL AND TRANSPORT
We are committed to picking up and dropping off the participants from the airport to the hotel and back.
CONTACT INFO
LONDON
47 49 Park Royal Road NW10 7LQ, London
T: +44 (0) 20 80 900 464
E: info@lpcentre.com
DUBAI Office 501 Clover Bay Tower, Business Bay
T: +971 4 421 4616
KUALA LUMPUR
No. 03-06-05, UOA Business Park, Jalan Pengaturcara U1/51A, Section U1, Kawasan Perindustrian Temasaya, 40150 Shah Alam, Selangor
T: +60 19-305 5694
www.lpcenter.com