Building The Reputation and Manage The Crisis

Building The Reputation and Manage The Crisis

OBJECTIVES

This course will help you recognize what your reputation is based on, how to measure it and how to build and protect it. You will understand how to develop a reputation strategy as part of an overall communication strategy and identify the factors that contribute to reputation (such as quality of service, brand identity, governance, internal and external communication and corporate social responsibility) and how to ensure they are focused to create a powerful reputation for your organisation. 

WHO SHOULD ATTEND?

This course is for anyone with communications responsibility, and also for managers with an outward facing brief – e.g. those responsible for customer care. It will also be helpful for anyone in a senior management or board role who wants to take practical steps to build their organization’s reputation.

COURSE OUTLINE

• What Is ‘Reputation’?
  • reputation as a ‘strategic asset’
  • the importance of good governance
  • the links between brand, reputation and quality of service
  • how staff ownership of the vision and values of the organization underpins reputation
  • how reputation and brand can generate staff loyalty and effectiveness
• Auditing Your Organization’s Reputation
  • measuring reputation
  • identifying what your reputation rests on
  • reviewing stakeholder experience, public relations and internal sign up to the values and vision
• Creating A Reputation Strategy
  • identifying key strategic issues relating to your organization reputation
  • gaining clarity – what reputation do you want?
  • the components of a reputation strategy, and how they link to your communications strategy
  • the emerging importance of corporate social responsibility for your reputation and what this means for your organization
• Putting It Into Practice
  • inclusive communication
  • multi-channel marketing – ensuring that your communications reinforce each other
  • smart tips and techniques for building your reputation
• Monitoring Your Reputation On A Regular Basis 
  • using quantitative surveys
  • using qualitative methods
• Protecting Your Reputation
  • risk assessment
  • crisis management strategy