It is arguably the most important of assets, and the most difficult to control: reputation. Whether it’s in sales, fundraising, recruiting or the stock price, an organization’s reputation has a profound, unrelenting impact. Yet – in an increasingly digital, democratized communications environment – leaders are finding it increasingly difficult to manage this most valuable of assets. And – more than ever – communications professionals are being asked to not only “manage” a reputation, but to drive it.
This course will provide students with an in-depth understanding of reputation management – in particular the best practice strategies and cutting-edge tools being used by today’s leading communications practitioners. Through historical case-study review, in-class discussion of real-time reputation issues in the news and a series of simulation exercises, students will learn how to develop and implement integrated reputation-building programs in an area that often is, for senior executives, the #1 communications issue.
