Reputation Management

Reputation Management

29-31 October 2019

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. It focuses specifically on topics such as:

  • the academic theories behind the effect of reputation and its consequences in business practice
  • can reputation managers be blamed for the humiliation of the financial industry during the credit crisis?
  • reputation risk management
  • the relationship between research into public opinion, its theories and reputation
  • the pros and cons of methods for measuring reputation and how to transfer reputation research in your communication strategy and actions
  • the effect of your organisation’s reputation on the behaviour of employees, financial audiences, governments, customers and recruitment stakeholders. the impact of advertising and news on reputation
  • developing a professional strategy for managing your organisation’s reputation

Learning objective

Become familiar with most recent insights in the academic foundations of reputation management and learn how to apply this in daily practice in order to showcase clearly how you can impact business performance.

  • 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. Peggy Simcic Brønn

    Peggy Simcic Brønn, a US citizen, is a professor in BI Norwegian Business School's Department of Communication and Culture. She is also leader of BI Centre for Corporate Communication.

    Her research interests are corporate branding, corporate social responsibility, and reputation. Her works are published in European Journal of Marketing, Journal of Communication Management, Public Relations Review, Journal of Communication Management (Associate Editor), Corporate Reputation Review (editorial board), Corporate Communication an International Journal (editorial board), Journal of Business Ethics, and Business and Society Review, among others.

    She is co-editor of Corporate Communication; A Strategic Approach to Building Reputation (second edition) and is co-author of the first academic book on reputation in Norwegian, Åpen eller Innadvendt.

    Dennis Larsen

    Dennis has been a consultant to ReputationInc for more than a decade and is Managing Partner of ReputationInc Oslo. He is based in Oslo and London and serves clients internationally. With an MSc in economics and MBA in Corporate Communications (with honours), Dennis' approach to consulting is strongly rooted in science. He has been involved in academic and client based research on corporate reputation, corporate responsibility and financial communications, leading to publications and conference presentations.


  • Dates
    29-31 October 2019
    09:30 - 17:00

    € 2,650 including 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
    Cancellations must be received in writing (or e-mail) to Ms. Susanna Marco at or

    • 45-30 days prior to the start date of the programme:          due 25% of programme fee
    • 29 – 8 days prior to the start date of the programme:          due 60% of programme fee
    • 7 days or less prior to the start of the programme:              due 100% of programme fee

    To receive full refund, the notice of cancellation must be received more than 45 days prior to the start of the programme (a charge of 10% costs is applicable). If the programme is cancelled, liability is limited to the programme fee.

    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: