course | Corporate Reputation Management
Advance your career with Corporate Reputation Management. Hands‑on learning in Abu Dhabi covering corporate reputation and more. Enroll today.
SMCS-393 | Corporate Reputation Management
Course Sector : Sales, Marketing and Customer Service
| Duration | Date from | Date to | Course Venue | Course fees | Book a course |
|---|---|---|---|---|---|
| 5 Days | 27/12/2026 | 31/12/2026 | Cairo | $4,250 | Book now |
| 5 Days | 11/01/2027 | 15/01/2027 | Dubai | $4,250 | Book now |
| 5 Days | 10/05/2027 | 14/05/2027 | London | $4,950 | Book now |
| 5 Days | 30/08/2027 | 03/09/2027 | Dubai | $4,250 | Book now |
Course Introduction
Corporate reputation was, is, and always will be of enormous importance to organisations. To reach their goals, stay competitive and prosper, good reputation paves the organisational path to acceptance and approval by stakeholders. Even organisations operating in difficult ethical environments – perhaps self-created – need to sustain a positive reputation where possible.
This training course is designed to provide participants with the relevant strategies to manage corporate reputation strategically in communication and stakeholder engagement. This course highlights topics such as strategy, current models and approaches to reputation and issues, and the practical side of key concepts such as authenticity and ethical business practice. Further, the course will cover essential concepts related to corporate reputation management such as risk, issue, business continuity management, CSR, brand management and crisis management.
Course objective
- Gain a comprehensive understanding of the concept of reputation management, its importance, the tools for management, and reputation drivers.
- Effectively promote and defend organization’s reputation by taking a strategic approach to reputation and issues management
- Learn how to align corporate and public relations strategies to effectively strengthen brand recognition, mitigate risk and handle crises.
- Explore the principles of key messaging for efficient Stakeholder Engagement
- Recognize the strategic impact of communications on reputation
- Assess and map stakeholder perceptions including social media sentiment
- Develop an effective reputational defence plan and implement it
Course audience
This training course is designed and beneficial for professionals involved or handling functions related to brand management, public relations and communications, issue and crisis management.
Course Outline | 01 Day One
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
Course Outline | 02 Day Two
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
Course Outline | 03 Day Three
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 stakeholders
- Intangibles and reputation
- Stakeholders and issue management
- Capabilities and reputation
Course Outline | 04 Day Four
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
Course Outline | 05 Day Five
Strategic Issues Management
- 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
BOOST’s Professional Attendance Certificate “BPAC”
BPAC is always given to the delegates after completing the training course,and depends on their attendance of the program at a rate of no less than 80%,besides their active participation and engagement during the program sessions.
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