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Reputation Risk Management
- Course Outline
Aim
By the end of the course participants will understand:
- Their corporate reputation its relationship to brand values and key
stakeholders
- How to implement a reputation risk management strategy
- How to create or improve a reputation crisis management plan
COURSE
PROGRAMME
Overview: What is reputation?
- The dominance of reputation as a corporate asset
- Brand values and how they are calculated
- Case studies – how reputation is destroyed
Common
practice – How
organisations get it wrong
- The most common mistakes in managing reputation – and the consequences
- In-depth case study: Reputation Risk Management in a multinational
organisation and the (many) lessons to be learned
Best
practice – Creating a strategy to both give reputation resilience and add to
your bottom line
- Understanding your reputation – processes and tools
- Identifying your critical stakeholders and the shortfalls in your
relationships
- Identifying where performance improvements will add to your bottom line
- Identifying the most sensitive issues where mistakes could seriously
damage your reputation
- Aligning your reputation, internal values and external claims
Best
practice – Preventing the reputation crisis
- Meeting expectations – a balanced scorecard approach
- Handling routine complaints satisfactorily
- Using information from failures to achieve a step change in effectiveness
Best
practice – preparing for, and handling, a reputation crisis
- What to prepare for – the differences between a reputation crisis and a
typical business crisis
- Choosing & training the crisis response team(s)
- Crisis management planning
- Crisis communications
- Building in flexibility
- Dynamic Crisis Management – a process that can make a big difference
even without a crisis plan
- Crisis simulations – experiencing even a simulation can be better than
the best planning. How to create, run and learn from them.
- Case study – a crisis simulation in the food & drink sector
Keeping
it all relevant and up to date
- Betting early warning when all or part of the strategy needs revision
- Maintaining the momentum and commitment
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