This CDGA training course will feature:

• Discovering the drivers of your corporate reputation
• Critical evaluation of your reputation identifying any gaps in perceptions
• Mapping your desired reputation and test for organizational alignment
• Designing communications tactics to provide reputational levers

Develop a communications strategy for reputation management

By the end of this course, delegates will learn about:

• Accurately identify the strategic impact of communications on reputation
• Measure and map stakeholder perceptions including social media sentiment
• Write a communications plan to defend and develop reputation
• Produce a clearly reasoned reputational defense plan and implement it
• Deliver business excellence for organizational reputation alignment

This training course will benefit any senior manager who shares responsibility for developing brand and reputation and particularly: Communications specialists (internal and external), HR professionals with a concern for the impacts of reputation, Departmental managers and Project managers.

Day One: Developing a World Class Reputation Management Culture

• What is reputation and how is it valued?
• World Class Organizations –common traits and practices
• Reputation audits – what they reveal
• SWOT, PEST and Reputation
• The strategic drivers of reputation
• Map your desired reputation

Day Two: Organizational Alignment

• Compiling stakeholder interest inventories
• Opinion measurement and monitoring
• Stakeholder mapping
• Identifying touch points and moments of truth
• Internal alignment
• Testing for organizational alignment

Day Three: From Organizational to Communications Strategy

• Strategy, its function and development
• Outlining the elements of your strategy
• Matching strategy to tactics
• Channels and their use
• Mapping stakeholders to channels
• Message control and Organizational alignment

Day Four: The Reputation Toolkit

• Identifying the appropriate reputational levers
• Corporate Social Responsibility
• Issue management and environmental scanning
• Crisis reputation management - Spokesperson selection and training
• Business and reputation recovery
• Influencer relationships

Day Five:  From Planning to Successful Practice

• Process mapping and control – the core of planning
• The elements of a successful plan
• Your own plan – construction and critique
• Persuasive presentation
• Selling your plan to senior decision makers
• Course evaluation and close

CDGA attendance certificate will be issued to all attendees completing minimum of 75% of the total course duration.