Managing your organisation’s reputation: building your brand and values

(Former name: Building and sustaining your organisation's reputation)

Course summary

A good reputation will help your organisation develop strong relationships with customers, win funding and enhance your influence. It will enable you to become the partner of choice. By the end of the course you will have a clear idea of how to build and protect your organisation's reputation.

Course outline

This course will help you build a robust reputation for your organisation

Over the day you will cover:

• what is 'reputation'?
  • reputation as a 'strategic asset'
  • the importance of good governance
  • the links between brand, reputation and quality of service
  • how staff ownership of the vision and values of the organisation underpins reputation
  • how reputation and brand can generate staff loyalty and effectiveness
• auditing your organisation's reputation
  • measuring reputation
  • identifying what your reputation rests on 
  • reviewing stakeholder experience, public relations and internal sign up to the values and vision
• creating a reputation strategy
  • identifying key strategic issues relating to your organisation's reputation
  • gaining clarity - what reputation do you want?
  • the components of a reputation strategy, and how they link to your communications strategy 
  • the emerging importance of corporate social responsibility for your reputation and what this means for your organisation
• putting it into practice
  • inclusive communication
  • multi-channel marketing - ensuring that your communications reinforce each other
  • Smart tips and techniques for building your reputation
• monitoring your reputation on a regular basis 
  • Using quantitative surveys
  • Using qualitative methods 
• protecting your reputation
  • risk assessment
  • crisis management strategy

Who is this course for?

This course is for anyone with communications responsibility, and also for managers with an outward facing brief - eg those responsible for customer care. It will also be helpful for anyone in a senior management or board role who wants to take practical steps to build their organisation's reputation. The Centre works with people from all sectors including the public sector, voluntary sector, corporate sector and private sector.

What will this course help me do: learning outcomes?

This course will help you recognise what your reputation is based on, how to measure it and how to build and protect it. You will understand how to develop a reputation strategy as part of an overall communication strategy and identify the factors that contribute to reputation (such as quality of service, brand identity, governance, internal and external communication and corporate social responsibility) and how to ensure they are focused to create a powerful reputation for your organisation.

Course dates

This course is run on request. This means that we will keep your details on file and once we have at least three people interested in the course we will contact you to let you know and to schedule a date. Please contact us to log your interest in this course.

Alternatively we can also run this as an in-company course. Find out more about in-company training.