Workshop aim

To understand what reputation management is and why it is an essential part of public relations. It will consider issues such as what is reputation and why does it matter, how can we manage reputation including creating and maintain a reputation, as well as changing a bad reputation. It will also consider the relationship between brand and marketing led communications and corporate communications on reputation.

Who should attend?

The course is suitable for mid and senior level executives who want to improve their understanding of the role of public relations in reputation management. It is suitable for PR and communications practitioners in corporate, public sector and not-for-profit or third sector organisations or consultants and agencies representing them as clients.

What to expect

The workshop is led by an experienced public relations consultant with extensive experience and expertise of helping clients with all aspects of reputation management. As well as trainer-led learning it will include:

·       Participant discussion

·       Case studies

·       Practical exercises

To ensure it is a participative workshop it is limited to 12 participants.

Workshop objectives

Participation in the workshop will provide you with knowledge to:

·       Understand what reputation is and isn’t

·       Understand why reputation matters

·       Utilise the most appropriate channels and tactics for reputation management including the relevance of digital and social media

·       Consider reputational risk, threats and opportunities

·       Measure and evaluate reputation management communications and reputation

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 About Stuart Bruce

Stuart has more than 30 years’ experience in public relations, corporate communications and public affairs. He is a PR futurist and has earned a reputation as a pioneer, thinker and doer in modernised public relations. He has advised corporations and governments around the world as well as senior politicians in the UK and Brussels. He was one of the world’s first public relations bloggers and now specialises in:

  • Helping in-house PR teams and agencies to modernise their work practices to future proof themselves and utilise the latest global best practice
  • Public relations and corporate communications strategy
  • Integrating digital and social media into corporate communications and public affairs strategies
  • Measuring and evaluating communications and public relations
  • Crisis communications planning and management

He is a chartered public relations practitoner and elected board member of the Chartered Institute of Public Relations (CIPR).

This course carries 10 CIPR CPD points