Reputation Management in a Digital World

Overview

Next intake: TBC

Starting in 2013

Applications are open year round and applications for any given intake will be accepted up to four weeks before beginning the course. The application process is the same for all our qualifications (including the MSc programmes) and successful applicants will be eligible to start any of the courses they qualify for providing the start date falls within 18 months of receiving the official offer letter. Speculative applications are welcome.

Contact training@econsultancy.com for an application form, along with full details of the content and timetable.

Cost: £2450 (+ VAT)

Description

In an increasingly complex and fragmented digital landscape, a robust approach to reputation management is essential. The pitfalls and challenges of poor reputation management are numerous, but the rewards and benefits for organisations who take a well planned and coordinated approach are significant.

The certificate provides participants with thorough insight into stakeholder management, tool selection and approaches to crisis management. It will also explore the organisational requirements to sustain good reputation management practices, and examine the strengths and weakness of a range of tools available for identifying key target audience influencers. Participants will be challenged to consider how effective reputation management can have a positive impact beyond the target audience as well as learning how to define, track and report reputation management KPIs.

The course is taught over two modules (12 weeks each) and assessed via two written assignments. All training and tutorial days will be held in Manchester.

Learning outcomes

Module one: Reputation management fundamentals

Upon completion of the module participants will;

Understand the core theories and principles of reputation management in a digital world

Identify the breadth, reach, benefits and pitfalls of online reputation management

Assess which tools & techniques to use for online reputation management

Identify appropriate stakeholders across the business to involve in reputation management efforts and the issues and barriers that might exist

Understand the core components of crisis management planning for online reputation management

Module two: Reputation management: Effectiveness in action

Upon completion of the module participants will;

Implement tools & techniques for identifying key influencers of a brand or organisation’s reputation online
Identify the reputation management requirements for a brand or organisation and develop an outreach and engagement programme

Identify where reputation management activities online connect with other organisational consumer communication channels and departmental activities

Develop and oversee the implementation of a crisis management plan

Define the KPIs for tracking and reporting on the value and impact of online reputation management efforts and investments

For further info about the topics covered, please download the full day by day programme of contents and full dates.

Trainers

Frances Dovey

UbaGlu

Frances has over 15 years experience in the interactive, corporate communications and marketing communications industries. Alongside Jos Smith, their experience spans roles including Investor Relations for Cadbury Schweppes plc, Head of Interactive for Cadbury plc, Digital Marketing Lead for Cadbury UK. Brand experience also covers Schweppes, Trident Gum, Carling, Dr Pepper, Grolsch and Baskin Robbins Dunkin Donuts. Formerly a member of the MaST training course development team.

As UbaGLU, Jos and Frances provide consultancy in the fields of digital strategy development, integrated communications planning, internal and external communications management, organisational change and reputation management to brands including Reckitt Benckiser, Jordans & Ryvita Company, Nationwide, Hyundai, Green & Blacks.

Jos Smith