Upon completion of this course, participants will be able to:

• Define organizational reputation and map its key drivers (e.g., ethics, performance, leadership) and stakeholders.
• Conduct a systematic **Reputation Audit** to identify gaps between performance and perception.
• Develop and implement a proactive strategy for building reputational capital during stable periods.
• Master the rapid communication response protocols to defend reputation during a sudden crisis.
• Utilize advanced monitoring tools to track and analyze sentiment across digital and traditional media.
• Advise senior leaders and spokespersons on ethical decision-making to minimize reputational risk.
• Design and execute a structured, long-term **Reputation Restoration Plan** following a major crisis.
• Manage reputation challenges related to social media activism and misinformation campaigns.

• Corporate Communications and PR Directors
• Senior Executives and Designated Spokespersons
• Risk Management and Crisis Response Leaders
• Brand Managers and Marketing Strategy Leads
• Investor Relations and Public Affairs Specialists

• Intensive Crisis Communication Simulation and Spokesperson Training
• Case Studies on Major Corporate Reputational Falls and Success Stories
• Group Reputation Audit and Strategy Development Workshop
• Individual Exercise: Drafting a Reputation Restoration Plan for a Fictional Scenario
• Discussions on Ethical Leadership and Accountability in Public Perception

Unit 1: The Architecture of Reputation

• Defining reputation as an economic asset and measuring its financial value.
• Mapping the key drivers of reputation: performance, ethics, leadership, and citizenship.
• Identifying and prioritizing critical stakeholders and their influence on perception.
• Methodologies for conducting external and internal **Reputation Audits**.
• Understanding the concept of the **Reputation Multiplier** during a crisis.

Unit 2: Building and Monitoring Reputation

• Developing a narrative strategy that reinforces core values and performance claims.
• Implementing a continuous monitoring system for media coverage, sentiment, and key issues.
• Utilizing **Thought Leadership** and executive visibility to build trust and credibility.
• Strategies for managing reputation through Corporate Social Responsibility (CSR) and sustainability.
• Managing internal reputation: employee advocacy and internal communication.

Unit 3: Crisis Defense Protocols

• Integrating reputation defense into the overall Crisis Management Plan (CMP).
• Mastering the **First 24 Hours** communication strategy and the principle of speaking first.
• Crafting and delivering effective, empathetic, and legally sound holding statements.
• Strategies for mitigating the spread of misinformation and neutralizing opposition online.
• Protocols for managing hostile media interviews and press conferences.

Unit 4: Restoring and Recovering Trust

• Conducting a post-crisis reputation damage assessment and communication audit.
• Developing a multi-phase **Reputation Restoration Plan** with clear milestones.
• Strategies for demonstrating genuine corrective action and organizational learning.
• Managing the complex communication required for apologizing, reconciling, and moving forward.
• The role of the CEO and senior leadership in the trust recovery process.

Unit 5: Ethical Leadership and Future Trends

• Advising on ethical and values-based decision-making to prevent future conduct risk.
• Managing reputation challenges related to data privacy, AI ethics, and evolving social issues.
• Integrating reputation management into M&A due diligence and integration.
• The future of reputation: the rise of the activist consumer and employee.
• Developing a framework for continuous reputation resilience and scenario testing.