Public Relations

Corporate Reputation Management

Reputation is one of an organisation’s most valuable and vulnerable assets. This course covers the drivers of corporate reputation, reputation measurement, stakeholder expectations, aligning behaviour and communication, reputation risk management, recovery after damage and reporting reputation to the board.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

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Why attend

From knowledge to real-world impact.

Reputation takes years to build and moments to lose. You will learn to manage it deliberately rather than react.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Reputation frameworks, case studies of reputation gains and losses, measurement exercises and strategy workshops.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Explain the drivers of corporate reputation
Measure reputation with stakeholders
Align organisational behaviour and communication
Identify and manage reputation risks
Plan reputation recovery
Report reputation to leadership

Target audience

Who should attend.

This course is suitable for:

Corporate communication directors
PR managers
Brand managers
Risk managers
Senior executives

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Reputation analysis
Measurement
Risk management
Recovery planning
Board reporting

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Understanding Reputation

09:00–10:08Drivers
10:08–11:00Reputation and value
11:00–11:30Coffee break
11:30–11:45Reputation and value (continued)
11:45–12:53Case studies
12:53–14:00Exercise

Day 2Measurement

09:00–10:08Reputation surveys
10:08–11:00Media and social analysis
11:00–11:30Coffee break
11:30–11:45Media and social analysis (continued)
11:45–12:53Benchmarks
12:53–14:00Workshop

Day 3Alignment

09:00–10:08Say-do gap
10:08–11:00Stakeholder expectations
11:00–11:30Coffee break
11:30–11:45Stakeholder expectations (continued)
11:45–12:53Behaviour and messaging
12:53–14:00Exercise

Day 4Reputation Risk

09:00–10:08Risk identification
10:08–11:00Early warning
11:00–11:30Coffee break
11:30–11:45Early warning (continued)
11:45–12:53Mitigation
12:53–14:00Case study

Day 5Recovery and Reporting

09:00–10:08Recovery strategies
10:08–11:00Board reporting
11:00–11:30Coffee break
11:30–11:45Board reporting (continued)
11:45–12:53Strategy
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

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