Reputation Management

Reputation Management

A new date will be announced soon

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. 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.

    Dr. Carl Brønn

    Carl has been an Associate Professor of Decision Science for more than 30 years. He has a bachelor in Mechanical Engineering from Georgia Institute of Technology and a Master of Science and Ph.D in decision science from Georgia State University. His teaching has covered business simulation methods, strategic decision-making, problem structuring, and environmental management. His research interests focus on applying the systems perspective on strategic organisational issues such as sustainability and corporate environmental management, studying the interactions between the firm’s social and technological systems resulting from digital transformations, and organisational learning and knowledge management.

    He has published a number of articles with Peggy Simcic Brønn on a systems approach to reputation building, including: ‘Systems Thinking: A Method for Reducing Reputation Risk’, International Studies of Management and Organisation andA Systems Approach to Understanding how Reputation Contributes to Competitive Advantage’, Corporate Reputation Review.

    He is also published in a number of books and in journals such as Strategic Management Journal, Journal of Communication Management, Engineering, Construction and Architectural Management and the Journal of Public Policy.

    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
    A new date will be announced soon
    09:30 - 17:00

    The course fee: € 2.650,-, 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: