Reputation is no longer shaped in relatively stable conditions. It is formed in environments where expectations diverge, issues escalate quickly and stakeholder responses are increasingly difficult to predict. This places communication professionals closer to the centre of decision-making. It requires the ability to interpret complex situations, balance competing interests and advise with clarity. This masterclass creates space to step back from day-to-day practice and examine how reputation is shaped today, and what that means for your role.
This programme is offered by Corporate Communication Centre BV. For more information about the legal structure of Rotterdam School of Management, Erasmus University, visit this page.
This three-day course explores how to build, protect and leverage corporate reputation when stakeholder expectations diverge. You will examine the influence of polarisation, social media and AI, and explore how purpose, emotions and storytelling shape stakeholder relationships.
The emphasis is on application. Working with experienced peers, you will use academic frameworks to tackle a live organisational challenge and develop a reputational campaign that is tested with an expert panel.
Work on a live reputation challenge
Throughout the course, you will work as part of a consultant team on a real organisational challenge. As new perspectives and frameworks are introduced, you will apply them directly to your case.
On the final day, your team will bring its thinking together in a reputational campaign and present it to an expert panel for feedback. The experience challenges you to look beyond your own organisational context and gives you approaches you can transfer back to your work.
Frameworks, reputation dynamics and introduction to the living case.
Social media, AI, purpose, behaviour, emotions and storytelling.
Develop your reputational campaign, present it and receive expert feedback.
This masterclass is designed for experienced professionals who advise on or make decisions that affect organisational reputation. It is particularly relevant for:
You will learn alongside professionals from different organisations, sectors and countries, bringing different perspectives to the reputation challenges discussed in class.
The course brings together expertise in reputation, organisational psychology, stakeholder relationships and responsible leadership, connecting academic research directly with organisational practice.
Carola Hillenbrand is Professor of Organisational Psychology at Henley Business School, Academic Director at the John Madejski Centre for Reputation (JMCR).
Kevin Money is professor of Responsible leadership and reputation at Henley Business School, UK. He is the Director of the John Madejski Centre for Reputation.
5-7 October 2026
€3,750 including tuition, course material, lunches and refreshments. This fee does not include hotel accommodation.
The programme takes place in the Bayle building on the Woudestein Campus of Erasmus University Rotterdam.
Our general terms and conditions apply when you register for an open programme. Please review them to learn more about our policies for cancellation, deferral and substitution.
The participant can be substituted by someone from the same organisation on the same course without extra costs.
This course can also be taken as part of RSM's part-time Executive Master in Corporate Communication, a flexible and accredited master programme for professionals.
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