Opleiding: Reputation Management (corporate communicatie)

Do you have what it takes to connect organisational reputation and purpose with the successful management of key stakeholder relationships? Are you able to use of stories, campaigns and emotions to optimise and manage your organisation’s reputation in challenging, diverse and fast-changing environments?

In this course you will explore reputation management through practical work on living cases. The academic core is a comprehensive reputation management framework that has been tested widely and is currently in use with a number of major private, public and not-for-profit sector organisations and their key stakeholder groups worldwide.

You will be guided through the most relevant elements of this well-founded academic framework. The practical work will challenge you to work as teams of consultants applying academic insights to real organisational scenarios to develop reputational campaigns building on the use of stories and organisational purpose that engage stakeholders and their emotions. You will learn from several reputation experts, who will provide input on the emerging case work. And a panel comprised of experienced practitioners and academics will test the appeal and rigour of the newly developed reputational campaigns, providing constructive feedback during your final presentation.

 In this three-day course, you will:

• discover the key elements of a comprehensive academic reputation management framework, so you can unpack the various building blocks of strategic reputation management – such as causes, moderators and consequences of different reputation strategies in stakeholder relationships – in a sequential and logical manner

• explore the opportunity and challenges inherent when applying key elements of reputation and relationship management to your case

• investigate how to develop compelling reputational campaigns – with the final presentations to an experienced practitioner audience providing a genuine benchmark to each case work

• analyse reputation issues and key stakeholder relationships in a nuanced manner and assess situations from both an intellectual and an emotional perspective

• navigate the reputational landscape, connecting organisational stakeholders with the articulation of organisational purpose by using narrative plots in an emotionally grounded and engaging manner.