Reputation Management

Reputation Management

15-17 November 2021

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 three-day course in Reputation Management provides a comprehensive overview of the latest academic knowledge and best practices for managing reputations. Participants will:

  • Gain a basic understanding of the systems approach to reputation and
  • Be able to apply some systems thinking methodologies across functions in their organisations
  • Be able to advise their organisations on a reputation-building strategy
  • Apply corporate communication strategies specifically important to their reputation-building efforts
  • Gain a greater appreciation of today’s societal expectations of organisations, the pressures for consistency between actions and words

Learning objectives

The course provides participants from any kind of organisation the basic principles associated with the study of reputation. It provides an overview of generally accepted definitions of reputation; the drivers of reputation; stakeholder demands for social responsibility; the role of communication in building reputation; reputation risk; and reputation measurement. It discusses the different ways of understanding reputation, its formation, and its impact on their own type of organisation along with more relevant tools for helping them instil an organisation-wide systems approach to building reputation.

This includes a thorough understanding of identity, image and reputation and the interaction of these concepts, knowledge of different measurement instruments associated with reputation. It will help participants understand how the systems approach is linked to reputational risk and its sources

  • 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.

  • Dates
    15-17 November 2021
    09:30 - 17:00

    The course fee: € 2.800,-, includes tuition, course material and lunches . This fee does not include hotel accommodation.

    Bayle (J) Building, campus Woudestein
    Burgemeester Oudlaan 50
    Rotterdam, the Netherlands

    Hotel accommodation
    If you require hotel accommodation in Rotterdam, we recommend Novotel Rotterdam Brainpark, adjacent to the university.

    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: