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

• Define reputational risk and understand its sources (internal and external) and devastating financial impact.
• Conduct a systematic **Reputation Risk Audit**, mapping key drivers to core business processes.
• Implement a comprehensive monitoring system for media, social media, and stakeholder sentiment.
• Develop proactive strategies to mitigate risks related to corporate social responsibility (CSR), ethics, and conduct.
• Master the rapid-response communication protocols to contain and neutralize negative sentiment during a crisis.
• Advise senior management on ethical decision-making to minimize long-term reputational exposure.
• Integrate reputational risk assessment into major strategic projects and M&A activities.
• Develop a long-term **Reputation Recovery Plan** following a major organizational crisis.

• Corporate Communications and Public Relations Professionals
• Enterprise Risk Management (ERM) Leaders
• Senior Executives and Board Members
• Compliance and Ethics Officers
• Investor Relations and Stakeholder Engagement Specialists

• Group Reputational Risk Audit and Driver Mapping Workshop
• Case Studies on Corporate Scandals (e.g., Enron, Wells Fargo) and Reputational Downfall
• Individual Exercise: Drafting a Crisis Holding Statement for a Fictional Ethical Lapse
• On-Camera Role-Playing Media Interview Simulation and Feedback
• Discussions on the Balance between Legal Advice and Reputational Imperatives

Unit 1: The Nature of Reputational Risk

• Defining reputation as an intangible asset and the financial metrics of reputational loss.
• Understanding the primary sources of reputational risk (e.g., conduct failure, product quality, environmental impact).
• Mapping the key organizational stakeholders and their influence on public perception.
• The concept of the **"Reputational Multiplier"**—how a risk event is amplified by public opinion.
• The role of the digital landscape in accelerating reputational crises.

Unit 2: Proactive Risk Audit and Monitoring

• Conducting a **Reputation Risk Audit**: identifying the gaps between public perception and operational reality.
• Mapping reputational risk drivers to underlying operational, legal, and compliance risks.
• Implementing sentiment analysis and monitoring tools for traditional and social media.
• Tracking **Key Reputational Indicators (KRIs)** related to employee morale and customer satisfaction.
• Assessing the reputational risk associated with key third-party partners and vendors.

Unit 3: Strategic Mitigation and Ethical Governance

• Embedding ethical decision-making processes into senior leadership governance.
• Managing risks related to Corporate Social Responsibility (CSR) and sustainability claims ("greenwashing").
• Developing a robust internal culture that supports ethical behavior and speaking up.
• Pre-emptive communication: proactively addressing potential negative issues before they escalate.
• Strategies for managing CEO and executive personal reputation as an organizational risk.

Unit 4: Crisis Communication and Response

• Mastering the **Crisis Communication Protocols** for rapid response and message control.
• Developing empathetic and legally defensible initial statements and holding lines.
• Coordinating internal communication to prevent rumors and ensure employee message consistency.
• Techniques for managing hostile social media environments and rumor control.
• Conducting effective media interviews and handling challenging questions with integrity.

Unit 5: Post-Crisis Recovery and Resilience

• Conducting a post-crisis reputation audit and media coverage analysis.
• Developing a structured, long-term **Reputation Recovery Plan** (e.g., truth and reconciliation).
• Strategies for rebuilding trust with key stakeholders (investors, consumers, regulators).
• Using corrective actions and system improvements to demonstrate commitment to change.
• Integrating lessons learned to enhance future reputational risk governance.