Going viral, celebrity influencers, Twitter, Facebook, Instagram and fake news
Today, reputation management is more critical than ever before because intangible assets are the source of so much corporate value.
This Master Class will show how it is possible to enhance opportunities and curb threats to the organisation, thanks to an understanding of the importance of managing risk to reputation. It will explain how risk managers can present to the board and executive committee the case of investing in reputation management through the identification of actionable drivers.
Reputation management can learn from experience and benchmarking. The main elements of an efficient risk-management process based on the ERM standard (ISO 31000:2018 and COSO-ERM:2017) are now well established. From this basis, the Master Class will explain how risk managers can
Define reputation as an asset linked to stakeholders’ trust and confidence
Develop mapping and prioritising stakeholders as key to managing reputation
Characterise the main drivers of reputation and the underlying model
Develop efficient communication strategies to enhance reputation
Prepare for continuous reputation management and crisis management readiness
Key learning: how to start an efficient process for managing reputation and enhance the organisation’s resilience.