Reputation: it’s a big thing

by Lee Hopkins on May 17, 2011 · 2 comments

in clippings

IABC logo - click on it to visit the IABC website

AS BURSON-MARSTELLER and other large PR companies can attest, ‘Reputation’ is a fragile thing to manage online (here’s Neville Hobson’s take on it).

And B-M aren’t the only large PR company to have ‘blown it’ online; those of us with long memories will recall Edelman’s various fiascos, and to start it all the very amusing major agency whose name escapes me Ketchum who claimed they had social media expertise when in fact they had none. It created a large kerfuffle in our echo chamber at the time.

(There’s a great recording of a SXSW session by Marla Erwin on social media pr disasters if you’re interested.)

The IABC (International Association of Business Communicators) are putting on a 12-series of webinars addressing the very issue of Reputation.

With a growing emphasis on Corporate Reputation in the news and in the board room, organizations are looking to effectively engage and build relationships with stakeholders. Reputation Institute’s Reputation Management Training and Certification Program provides you with the knowledge needed to create, measure, manage and improve the value of your corporate reputation.

The program is delivered via an interactive series of twelve 90-minute online sessions taught by a world-renowned faculty of academics and professionals specifically chosen for their expertise. The next cycle beings on September 6, 2011 and concludes November 28, 2011.

As the world gets smaller, the need to think about, manage and measure your organization’s reputation becomes even more important. The case studies, best practices and data presented by world-class speakers will move your thinking and your actions to a new level of managing your reputation – one of your organisation’s greatest assets.

By registering, members of the IABC community can receive a 20% discount off the registration fee. That’s a significant savings on a program that will impact the way you think and manage your reputation for years to come.

Are you interested in knowing what companies have already participated? Take a look at the companies who are part of the growing community that recognize the true value of reputation management:

Abertis Aflac Alitalia
AXA Group Bacardi-Martini BV Barilla
BBVA Belgacom Charles Schwab
Chevron Nigeria Conagra Foods Crayola
Danone Deloitte Farm Credit Canada
General Mills Iberia illy Caffe
MasterCard Worldwide Merck Nestle
Nexen Inc. Petrobras PPG Industries
Prada Repsol Samarco
Sasol Shell Oil Company Statoil ASA
Tata Quality Management Services Telkom SA The Boeing Company
UniCredit Vale Vattenfall
Volvo group Western Union Wipro Limited

"This was a total immersion into reputation management through a concise package of interesting webinars."
—Dirk De Muynck, Director Communications & Media Relations, Volvo Group

‘Reputation management’ is not just the newest trend—it’s at the foundation of how wise communicators are conducting business and managing the health of their companies.

I hope you’ll take advantage of knowledge you will gain through the Reputation Management and Certificate program. And don’t forget the 20% discount you can receive by registering! It’s the next step on your path to success. Which makes joining the IABC a sensible thing to do if you’re not already a member!


  • http://twitter.com/salliegoetsch Sallie Goetsch

    That should be “whose” name escapes me. ;-)

  • http://www.LeeHopkins.net/ Lee Hopkins

     Duly corrected :)

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