Reputation Management in a Digital World

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