Managing reputation in a digital world

Description

Objectives

The digital landscape is fast-paced and ever-changing, but it's an equally inspiring and exciting environment to work in. This course is a must for anyone who works in marketing, communication, public relations, social media and advertising.

With this theoretical/practical course, you will experience the role of communications manager for an organization, making critical decisions related to its online reputation.

You will learn:

• how to develop a stable and sustainable online reputation;
• the construction of participatory culture;
• how to handle problems on social media, based on real examples;
• how to manage a crisis by responding appropriately across multiple channels.

You'll learn from real-life case studies and gain an understanding of the essential role Blogs, Facebook, Twitter, Snapchat, LinkedIn and other social platforms play in the business world.

Take away

You will learn how:

• manage an organization's online reputation;
• manage problems and crises online;
• build a robust participatory culture to engage your audience.

Program

Corporate reputation in the digital age

• What is a corporate reputation, and why is it important?
• How the digital age has affected reputation management.
• Types of reputational risk that exist online and the difference between a problem and a crisis.

Reputation and participatory culture

• Participatory culture and why it is crucial.
• How the audience becomes co-creator of the story and the brand.
• Build a robust participatory culture.

How online has changed the media cycle

• Traditional media cycle.
• The new "media".
• online and offline reputation.

Online reputation management

• Building a reputation: conversation and coverage.
• Protect a reputation in times of adversity.
• Monitor reputation and act on problems.

Protect reputation

• Manage negativity/criticism online.
• Respond to an online crisis.
• Debrief after an emergency and evaluate your response.

Managing the reputation of best practices

• Ethics and corporate reputation.
• Authenticity "beyond the corporate voice".
• Best practices in creating an online brand.