COURSE OVERVIEW:

Reputation management is the effort to influence what and how people think of a business, brand or person.

Reputation management should form an important part of any business. After all, it would allow them to perceive the way clients see them or think about the business. It can be stated that reputation management is important for businesses that obtain and manage their reviews. In another sense, reputation management is important for everyone who is in the public eye.

Reputation management provides you with a chance to counter negative feedback. It also creates an opportunity to promote the experience of your positive mentions. An effective reputation management strategy can provide you with new opportunities and insight on increasing brand awareness.

Reputation management lives within the wide world of sales and marketing, and though it can be described as a “tactic,” it’s hardly negligible. In reality, reputation management is a core component of sales and marketing. Why? Because what people think of a brand influences everything about that brand. It's nearly impossible to sell a product to a clientele that doesn't trust or believe in your brand.

The reputation of a business is essential to its survival. Having the trust of your clients is a major component of success. Your clients discuss your business with friends and family. When they have a problem, they will spread the word about their experience. Data shows that if an organisation has a good reputation, consumers will find that company more credible than its competitors. Even when competing businesses offer the same products or services for different prices!

What sort of image does your organisation have? Can you identify events in the past that have created the organisation’s reputation? What contribution do you make towards its reputation? To answer these questions, you need to have a clear insight into the meanings that people attach to popular notions such as reputation, image, brand, public relations (PR) and corporate governance, and how this translates into action inside your organisation. You need to understand how your organisation uses reputation to create competitive advantage and how to evaluate the worth of that image to the organisation and the business.

This course looks at the principles of reputation management. Then looks at how to create and manage a positive corporate image and brand image.

The first part of this course starts by examining the differences between corporate image and reputation. Then explains how to create and manage a reputation. Also, explains how attitudes are formed and the different types of image. Then discusses how to create a corporate image. Then examines techniques for managing corporate image and how to use outside agencies to build corporate image.

The second part begins by discussing how to create and manage brand image. Then looks at the relationships between branding and buyer behaviour. Then explains how to manage the internal image and the role of public relations in the organisation. Also, explains how to manage the external image. Finally, discusses ethics and corporate responsibility and how to protect reputation and image through risk management.

LEARNING OUTCOMES:

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

• The importance of reputation management
• Distinguish between reputation and image
• Explore how reputation and image affect the attitudes that people hold about organisations
• Assess the value of a reputation and consider how it should be managed
• Identify five different types of image and the interplay between them
• Explore how the corporate image adds to stakeholder value
• Explore the benefits and considerations of sponsorship and word-of-mouth communication as image development techniques
• Identify ways of handling complaints so as to increase customer loyalty
• Understand the issues surrounding the appointment and control of outside agencies
• Identify the key factors in choosing an outside agency
• Explore what is meant by brand image
• Understand how brand image adds value to an organisation
• Identify the elements which go to make up brand image
• Evaluate the brand offer of your organisation
• Identify ways in which brand communication influences buyer behaviour
• Understand how brands operate as communication devices
• Consider why it is important to manage the internal image
• Explore techniques for managing the internal image
• Assess the role effectiveness of the house journal in your organisation
• Consider how internal marketing can be used to support the change process in organisations
• Understand how PR activities can improve staff morale and retention
• Explore ways of improving internal PR
• Develop techniques for guiding the corporate culture
• Consider how public relations activities help in generating and managing reputation
• Assess the effectiveness of your organisation’s press releases
• Understand the ethical problems that inform good corporate citizenship
• Explore ways to improve the ethical stance of the organisation
• Identify how you can protect your organisation’s image and reputation in the event of a corporate crisis

COURSE DURATION:

The typical duration of this course is approximately 2-3 hours to complete. Your enrolment is Valid for 12 Months. Start anytime and study at your own pace.

COURSE REQUIREMENTS:

You must have access to a computer or any mobile device with Adobe Acrobat Reader (free PDF Viewer) installed, to complete this course.

COURSE DELIVERY:

Purchase and download course content.

ASSESSMENT:

A simple 10-question true or false quiz with Unlimited Submission Attempts.

CERTIFICATION:

Upon course completion, you will receive a customised digital “Certificate of Completion”.