Reputation management: create a powerful reputation for your organisation

(Former name: Managing your organisation's reputation: building your brand and values)

Course summary

Managing your reputation – online and offline – is vital for building strong relationships with your customers, supporters and funders. What are the key issues that affect your company's reputation and how do you measure how well you are doing in the minds of clients, competitors and media commentators?

This one-day Reputation management course will help you make strategic choices about promoting and protecting your reputation. It will enable you communicate the value of a good reputation and how to manage a crisis when the worst case scenario becomes a reality!

Course dates and location

We can deliver this course virtually for your organisation, on a date and time that suits you. If you have four or more people who would like to attend this course then group training could be the most cost-effective option. Contact one of our Training Coordinators on 020 7490 3030 or email for more information and a quote.

If you would like to attend this course then register your interest with us. Currently, this course is run on request meaning that a date will be scheduled once we have at least three people interested in attending this course. 

  • Course outline

    This Reputation management training 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 – e.g. 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 fee
    • £589 plus VAT not-for-profit price (applies to charities and all other not-for-profit organisations, including public sector and housing)
    • £654 plus VAT standard price (applies to all other organisations)