- From www.edx.org
Reputation Management in a Digital World
- Free Access
- Fee-based Certificate
- 6 Sequences
- Intermediate Level
- Starts on March 11, 2024
- Ends on November 19, 2024
Course details
Syllabus
Week 1: Corporate reputation in the digital age
In this module you will:
- identify what a corporate reputation is and why it is important
- examine how the digital age has affected reputation management
- identify the types of reputational risk that exist online and the difference between an issue and a crisis
Week 2: Reputation and participatory culture
In this module you will:
- explain what participatory culture is and why it is important
- utilise the audience as co-creator of the story and brand
- recommend ways in which to build a strong participatory culture
Week 3: How online has changed the media cycle
In this module you will:
- examine how the traditional media cycle has changed and the broader definition of who ‘the media’ is now
- explain how online reputation affects offline reputation and whether an organisation can separate the two
Week 4: Managing reputation online
In this module you will:
- examine how to build a reputation – conversation and coverage
- demonstrate how to protect a reputation in times of adversity
- monitor your reputation and act on issues
Week 5: Protecting a Reputation: when it goes wrong, crisis response
In this module you will:
- identify ways to embrace online negativity/criticism
- explain how to respond to a crisis online
- debrief after a crisis and evaluate your response
Week 6: Towards best practice reputation management
In this module you will:
- examine how ethics relates to corporate reputation
- articulate how to be authentic and speak ‘beyond the corporate voice’
- compare best practice in building a sustainable corporate brand online
Prerequisite
Students should have an understanding of marketing and public relations concepts. Students also need an understanding of different online platforms.
Instructors
Bridget Tombleson
Lecturer, Public Relations
Curtin University
Katharina Wolf
Senior Lecturer, Public Relations
Curtin University
Editor
Curtin University is the largest tertiary education institution in Western Australia. Its main campus is in Perth, Western Australia. Founded in 1966, it was first known as the Western Australian Institute of Technology (WAIT) and from 1986 as Curtin University of Technology before taking its current name in 2010. It is named after John Curtin, Prime Minister of Australia during the Second World War.
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