Reputation Management

Reputation Management

15, 17 and 19 November, 2021 (online course)

Connecting reputation, purpose and stakeholder emotions

Organisations with strong reputations are better able to attract the best and most appropriate stakeholders such as customers, investors and employees, so it’s logical that organisations attach great importance to building, maintaining and protecting their corporate reputations.

This masterclass is designed to equip you with the skills and expertise needed to connect organizational reputation and purpose with the successful management of key stakeholder relationships, by putting an emphasis on the use of stories (in the form of reputational campaigns) and the role of emotions. Through practical work on living cases, this course will provide an intense and applied experience of what managing reputations in challenging, diverse and fast-changing environments requires.

The academic core of this course is a comprehensive reputation management framework that has been tested widely and is currently in use with a number of major private, public and not-for-profit sector organisations and their key stakeholder groups worldwide. You will be guided through the most relevant elements of this well-founded academic framework. The practical work will challenge participants to work as teams of consultants applying academic insights to real organizational scenarios to develop reputational campaigns building on the use of stories and organizational purpose that engage stakeholders and their emotions. A number of reputation experts provide input on the emerging case work and a panel comprised of experienced practitioners and academics will test the appeal and rigour of the newly developed reputational campaigns, providing constructive feedback during the participants’ final presentations.

Learning objectives

This masterclass has three primary learning objectives:

  1. You are exposed to key elements of a comprehensive academic reputation management framework. The learning objective here is to unpack the various building blocks of strategic reputation management - such as causes, moderators and consequences of different reputation strategies in stakeholder relationships - in a sequential and logical manner
  2. Teams are working on live cases. The learning objective here is to expose you to the opportunity and challenges inherent when applying key elements of reputation and relationship management to cases happening in real-time and giving participants the opportunity to develop compelling reputational campaigns – with the final presentations to an experienced practitioner audience providing a genuine benchmark to each case work
  3. The study of organisational reputation and purpose is connected in this masterclass to the study of stakeholder emotions and the use of stories. The learning objective here is to allow you to develop analytical skills to judge reputation issues and key stakeholder relationships in a nuanced manner and develop proficiency in assessing situations from both an intellectual/cognitive AND emotive perspective. This enables you to navigate the reputational landscape professionally, connecting organizational stakeholders with the articulation of organizational purpose through the use of narratives plots in an emotionally grounded and engaging manner.
  • This programme is for professionals with an interest in:

    • Corporate communication
    • Reputation management
    • Corporate affairs

    It is recommended to have three or more years of work experience.

  • Prof. dr. Carola Hillenbrand

    Carola Hillenbrand is Professor of Organisational Psychology at Henley Business School, Academic Director at the John Madejski Centre for Reputation (JMCR) and Research Division Leader for the School of Marketing and Reputation. Carola’s research aligns the subjects of responsibility, relationships and resilience with human decision-making, behaviours and emotions. She collaborates with faculty in psychology, governance and leadership to develop multidisciplinary, cross-university and international programmes related to long-term behavioural change.

    Prof. dr. Kevin Money

    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, a Chartered Psychologist and former Editor of the Journal of General Management. Kevin is an internationally recognised expert in the field of Reputation and Communications Management with vast academic and practitioner experience. Kevin has led projects with both public and private sector organisations including Shell, Unilever and Zurich Insurance as well as working with governments and not-for-profit organisations.

    And experienced business practitioners:

    • Bjorn Edlund - Edlund Consulting
    • Dennis Larsen - ReputationInc


  • Dates
    15, 17 and 19 November, 2021
    09:30 - 17:00 (online course)

    The course fee: € 2.800,-, includes tuition, course material and refreshments.

    Cancellation policy
    To receive a full refund, a written notice of cancellation must be send to within a term of thirty (30) calendar days after receipt of the written confirmation of the registration, unless the start date of the course programme is within the term.

    Accordingly, the cancellation fee is calculated as follows:

    • 25% of the programme fee if the cancellation notice is received 30 days or more before the start date;
    • 75% of the programme fee if the cancellation notice is received between 29 and 15 days before the start date;
    • 100% of the programme fee if the cancellation notice is received 14 days or less before the start date;
    • 100% of the programme fee if the cancellation notice is received after the programme has started.

    For more details, please view here the complete General Terms and Conditions.

    The participant can be substituted by someone from the same organisation on the same course without extra costs.

  • You can apply by using our online application form:

Interested in an executive master degree?

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 communications professionals. Find out more: