INTRODUCTION TO THE COURSE
The digital landscape is fast-paced and continually changing. Yet, it is an equally challenging and exciting environment to work in, and Online Reputation Management (OMR) is a vital tool within your crisis, issues and reputation management toolkit.
In today's digital-first landscape, online reputation management creates the best possible image of the brand, organisation or service online. It informs the public understanding of the organisation on the internet and across social media platforms and channels.
This 5-day KC Academy course will provide participants with the tools and insights required to manage an organisation or entities online reputation, such as leveraging SEO's, creating content on blogs and social media, and also introduce you to the strategies and tactics that participants should leverage to monitor and protect a reputation in times of adversity.
This training course will highlight:
- The strategies behind building a robust and sustainable online reputation
- The benefits of creating a solid participatory culture online
- The ways to manage social media issues based on real-life examples
- How to handle a crisis and respond appropriately across multiple platforms online
COURSE DETAILS
Objectives
By the end of this training seminar, you will be able to:
- Establish an Online Reputation Management Strategy
- Manage an organisation's online reputation
- Build a strong participatory culture online to engage your audience
- Leverage social listening tools to monitor your online reputation and respond accordingly
- Apply reputational management principles to manage online issues and crises
Who should Attend?
This training course is suitable for a wide range of professionals in communication and social media but will greatly benefit:
- Corporate Communications Practitioners and Managers
- Public Relations Officers and Managers
- Public Affairs Practitioners
- Digital Marketers
- Marketing Consultants
- Business Owners or Entrepreneurs
DAILY AGENDA
Day 1: Corporate reputation in the digital age
- identify what a corporate reputation is and why it is important
- What are the drivers of reputation?
- A reputation audit – how to conduct it?
- Sources of data on reputation
- 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
Day 2: Reputation and participatory culture
- Examine how to build a reputation – conversation and coverage
- 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
- Identify ways in which you can use a strong participatory culture to maintain a positreputation
Day 3: How the internet has changed the media cycle
- Explore the impact of the internet on the media cycle
- Examine how the traditional media cycle has changed and the broader definition of who ‘the media’ is now
- The importance of Search Engine Optimisation
- Explain how online reputation affects offline reputation and whether an organisation can separate the two
- How to Establish a Social Media Company Policy
Day 4: Managing reputation online
- Demonstrate how to protect a reputation in times of adversity
- Monitor your reputation and act on issues
- identify ways to embrace online negativity/criticism
- explain how to respond to a crisis online
- debrief after a crisis and evaluate your response
Day 5: Towards best practice reputation management
- Explore the legal implications of using social media and reputation management
- 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
Certificate
- On successful completion of this training course, KC Academy Certificate will be awarded to the delegates.