Reputation Management Training
Reputation Institute is pleased to offer training in reputation management through a series of expert led webinars that culminate in a certificate of completion. Here you will find short descriptions of twelve sessions along with presenter bios. For full length descriptions of the sessions or additional program information, email training@reputationinstitute.com or call Effie Wang at +1 212-495-3855.
Basic Reputation Management Training
The Building Blocks of Reputation
Presented by Charles Fombrun,
Chairman, Reputation Institute (New York, USA)
Description:
The purpose of this session is to develop a shared understanding of the concept of 'reputation'. Participants are exposed to the underlying theoretical frameworks that can be used to deconstruct the meaning of the term, and how it relates to other constructs such as trust, respect, admiration, appeal and attractiveness. In addition to developing insight into the reputation management process, we also overview some of the major empirical traditions in reputation measurement—and introduce participants to the RepTrak™ scorecard and how it has been implemented by Reputation Institute.
Key Learnings:
Reputation
- What are Corporate Reputations?
- Why do We Care About Reputations?
- Where do Reputations Come From?
- Institutional Theory
- Stakeholder Theory
- Agenda-Setting Theory
- Social Construction Theory
- Systems Theory
- Alignment Theory
- Identity Theory
- Impression Management
- Competitive Analysis
- Signaling Theory
- The Challenge of Reputation Management
- Key Learning Points
Readings:
Charles Fombrun & Cees van Riel, Fame & Fortune
Cees Van Riel & Charles Fombrun, Essentials of Corporate Communication
Corporate Branding & Business Strategy
Presented by Majken Schultz,
Professor, Copenhagen Business School (Copenhagen, Denmark)
Description:
This session introduces participants to the concept of the 'corporate brand' and the importance for companies to focus on who "we" are as organizations. During the session, we describe a diagnostic framework to assess the coherence and efficiency of a company's corporate brand. The session will discuss the change processes involved in corporate brand execution, along with the active involvement of stakeholders in the branding process. The session will take a closer look at how LEGO Group generated strategic renewal by a stronger alignment of their corporate brand and willingness to include their key stakeholders in the process.
Key Learnings:
- What is a Brand?
- Product Brands vs. Corporate Brands
- Identity as the Foundation for Corporate Branding
- VCI: Managing Alignment Behind the Corporate Brand
Readings:
Hatch, M. J. & Schultz, M. (2008) Taking Brand Initiative. How companies can align strategy, culture and identity through corporate branding. San Francisco: Jossey-Bass.
Developing Reputation Platforms
Presented by Naomi Gardberg,
Associate Professor, Zicklin School of Business, Baruch College (New York, USA)
Description:
This session links reputation management to corporate strategy by focusing on the dual concepts of 'stakeholder relations' and 'value chain coherence'. By the end of this session, participants should have a clear understanding of the key elements that drive creation of an effective reputation platform and the processes that go into producing strategic alignment between a company and its key stakeholders.
Key Learnings:
- Defining Reputation Platforms
- The Role of Stakeholder Management
- The Role of the Value Chain
- Strategic Alignment
- Construction of a Reputation Platform
Aligning Employees Through Corporate Communication
Presented by Cees van Riel
Managing Partner, Professor of Corporate Communication Reputation Institute Netherlands (Rotterdam, Netherlands)
Description:
Through this session, participants gain insight into the role of employee communications in creating internal strategic alignment. We identify specific types of communication needed to build employee support and provide participants with a detailed understanding of the process through which a company can mobilize its human assets to build a more competitive position in the marketplace.
Key Learnings:
- Defining Strategic Alignment: Creating Strategic Alignment and Its Importance
- What are Key Drivers of Strategic Alignment?
- The Philips Business Case
- Building and Maintaining Strategic Alignment in Practice: What are the Main Pitfalls in Alignment?
Leadership & Communication
Presented by Paul Argenti,
Professor of Corporate Communication,
The Tuck School of Business, Dartmouth College (New Hampshire, USA)
Description:
Participants in this session will learn to build, enhance and perfect the skills they will need to excel as general managers working in corporate communication. They will complete the session with an understanding of key areas of general management, that they will need to know as communications professionals, from analyzing a range of short cases that focus on various functional areas of management.
Key Learnings:
- Developing Strategy
- Implementing Strategy Through Communications
- Becoming a Great Leader
Creating Value for Investors
Presented by Pietro Mazzola,
Full Professor of Management at IULM University (Milan, Italy)
Claudia Gabbioneta,
co-author of Corporate Reputation and Stock Market Behavior
Description:
This session addresses the importance of maintaining a good reputation with present and potential investors, how companies can successfully manage their relationships with their stakeholders and what extent financial stakeholders are different from customers, employees, suppliers and other stakeholders. It will provide a wide range of conceptual and case materials that illustrate and introduce the principles of reputation management with investors.
Key Learnings:
- What do We Mean with Financial Audiences?
- Why do We Care About Them?
- How do Companies Create Value for Analysts and Investors?
- Exposure to a Range of Reputation Analysis Tools
- Awareness of the Diverse Expectations Companies Have to Deal With From the Financial Community, and How to Address Them.
Addressing Strategic Issues—Governance & Risk
Presented by Arif Zaman,
Principal Consultant, Reputation Institute, and faculty, Henley Business School
Description:
This session will provide participants with an enhanced understanding of the latest thinking about the relationship between governance and risk, and a deepened understanding of best practices in reputational risk management. In the process, participants will be encouraged to embrace a more cross-functional, holistic approach and to adopt a proactive and participatory approach to governance and risk management.
Key Learnings:
- Governance and Risk and How They Relate to Reputation and Strategy
- How Human Factors Affect Our Perception of Risk and Influence the Quality of Decision-Making
- The Impact of 9/11, Enron+ and Recent Risk Miss-Management on Risk Appetite, Attitude and Aptitude
- How Risk Management and Governance is Changing
- The Increasing Importance and Global Dimensions and Linkages of Social and Ethical Risks
- Reputational Risk and Best Practice Approaches
- How Companies Can Identify, Prioritize and Manage Reputational Risk Exposure
- Emerging ISO Approaches on Management and Leadership and Their Significance and Relationship to Governance, Risk and Reputation
Relating to the Media
Presented by Craig Carroll,
Department Chair, Associate Professor, Lipscomb University (Nashville, TN, USA)
Description:
This session on media relations provides participants with a better understanding of:
Who the news media are, including how and why they operate the way they do; How the news media influences corporate reputations; The factors that influence the production of business news; How monitoring media coverage can be used to build more effective programs of corporate communication.
Key Learnings:
- Linking Media Visibility to Reputation
- How to Think Like a Journalist
- Media Relations Tactics for Building Reputation
- How to Build Relationships with Journalists
- Key Considerations in Interacting with Journalist
- How to Build Successful Media Relations Programs
Measuring, Tracking and Evaluating Corporate Reputations
Presented by Leonard Ponzi,
Partner & Managing Director
of Research and Analytics, Reputation Institute (New York, USA)
Description:
In this session, we will discuss the steps necessary to develop a rigorous scorecard for accurately measuring reputations. To this end, the key questions to be answered are:
- What are the key components of reputation?
- How are reputation attributes identified and developed?
- How are reputation scales and scores developed?
- What analytical techniques can be used to model reputation data?
- What are the drivers of reputation and supportive behavior?
Key Learnings:
- The Importance of Reputation Measurement
- Methods of Reputation Measures
- Building a Reputation Measurement & Analysis System
- Understanding Output & Interpretations Results
Strategic Management of Social Issues
Description:
This session will provide participants with an analytical framework for social issues management that is designed to address the severity of social issues and their potential impact on corporations. It will enhance participants' understanding of the kinds of social issues companies must face, and the actions required of them by increasingly demanding publics.
Key Learnings:
- What is a Strategic Social Issue
- Traditional Social Issue
- Emerging Social Issue
- Dramatic Changes in Societal Expectations of Corporate Social Performance
- Impact of Globalization
- Impact of Large Multinational Corporations
- Defining, Developing and Measuring Framework and Models for CSR initiatives
- The Notion of a Creditability Gap
Managing Crisis Situations
Presented by Irv Schenkler,
Clinical Associate Professor and Director of
the Management Communication Program at New York University's Stern
School of Business (New York, USA)
Description:
This session focuses on the following topics: What constitutes a "crisis" and what strategies exist for dealing with them? We begin by exploring characteristics of effective crisis management efforts that include placing a high value on issues management, distinguishing "planning" from "the plan", and following best response practices, including assessment and evaluation throughout. We also explore how to create a "Crisis Response Framework", and how to monitor corporate responses.
Key Learnings:
- Define What We Mean By "Crisis"
- Identify Crisis Response Basics
- Analyze Crisis Causation Using a Framework
- Examine Five Crisis Response Modes
Wrap-Up: Putting it all Together
The Faculty, Reputation Institute (New York, USA)
Description:
The final session of the program provides an in-depth discussion of real-world case studies of major companies conducted by Reputation Institute to showcase best practices in reputation management from around the world. The purpose of the session is to provide participants with an opportunity to see how leading companies are taking reputation management seriously, and the kinds of practices they are putting in place to create economic value from their most intangible assets.
Key Learnings:
- How Corporate Branding, Employee Alignment, Investor Relations, Reputation Platforms, Governance and Strategy Work Together
- An RI Project Case examining all Aspects of Corporate Reputation Management
- What is Needed to Build Respected Companies
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