Manage Your Reputation as a Strategic Asset to Create Competitive Advantage in the Marketplace

Survey Result:

“Loss of reputation is seen as the biggest threat to business. Contrast this with the finding that only 22% of companies have a formal strategy in place to manage brand & reputation risk, and the complicated nature of this risk and the enormity of the challenge become apparent” (Source: PricewaterhouseCoopers)

Synopsis

In today’s volatile and competitive world, the value of corporate reputation is a key component of business and organisational performance. Organisations are increasingly being judged by their stakeholder’s on their reputation and how they manage the contributory factors, including social responsibility, ethical standards, behaviour, communication, etc.

Despite this, Reputation is one of the most misunderstood corporate asset and therefore all too often ill-managed. There are numerous examples of crises that could have had very different outcomes if only the proper Reputation risk management plan and training had been in place – NKF, China Oil, Informatics and more recently, the melt down of Toyota and British Petroleum clearly demonstrates the amount of damage that can be done to an organization once its reputation is affected.

This workshop encourages participants to consider the importance of managing reputation proactively. It will give you a road on how to build a good reputation and CSR strategy to create value. And how to manage communication with key stakeholders to build a strong relationship and a survival guide on how to preserve reputation through a crisis.

Learning Objectives: How you will benefit

• Optimize your brand and reputation as competitve advantage asset
• Identify your key stakeholders, their importance and their perceptions
• Learn how to measure the cost and impact of damges to reputation
• Understand the nature of your reputation in relation to your business model
• Learn how to work with the board to establish a reputation risk management strategy
• Learn how to develop standards and controls for your reputation
• Benefit from media training and crisis simulations
• Be the best at managing difficult situations for your Corporate Reputation

Workshop Outline: What you will cover

• What is Reputation? (Perception, trust, experience, etc)
• The increasing importance and value of reputation (how to assess it?)
• What are the Risks to Reputation and why is it important to manage them?
• The psychology of judgment and decision-making processes in organizations
• Build a comprehensive Reputation management system to ‘engage’ and build TRUST with your stakeholders
• The importance the CSR (Corporate Social Responsibility) agenda in managing organisational risk and reputation
• Recognise and respond to different types of crises as they develop and differentiate between a crisis and an emergency
• Take control of the situation and avoid unnecessary escalation by the news media
• Managing your stakeholders and the media during a Crisis & Repairing damage to reputation.

Toolbox

• Reputation Assessment scorecard
• Take part in a crisis communications simulation exercise
• Develop Stakeholder’s Checklists
• How-to procedures/reminders and templates sample
• Key communication messages & media releases samples

Testimonials

“I have just submitted a proposal for the development of a stakeholder reputation management system for my company. The knowledge gained at the workshop was invaluable for the proposal”. PR Manager, Healthcare group