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Reputation Management and Crisis Communication


Dates: Available on Request
Locations: Johannesburg, South Africa
Platform: Available In-Class / Online

Price: Available on request

This is a Non-accredited Course

Course Introduction

It’s the role of public relations to make sure that the organisation is getting credit for the good it does. Great reputations are built on doing this consistently over a period of time in which a track record of delivering on promises and engendering trust is evident to everyone. All members of an organisation have a contribution to make to building and sustaining reputation. (Murray and White, 2004, p. 10)


The reality is, nonetheless, that good reputation can increase an organisation’s sustainability and interest among customers. Still, an organisation’s reputation does not consist of only what the customers’ opinions of it are. Also, employees, investors, funders, and even analytics have an impact on how the organisation’s reputation is seen. Building a reputation can be a long and complicated process, but to break it down it only takes, for example, few dissatisfied and loud enough employees and/or customers. Thus, to reach organisational goals and prosper, good reputation paves the organisational path to acceptance and approval by stakeholders. The public opinion on issues is one of the factors that shape the image and brand of the organisation. Stakeholder engagement and management supports the development of strong, constructive, and responsive relationships. Thus, effective stakeholder identification, engagement and management should enhance your business’s acceptance and ownership.


Corporate communication is defined as activities involved in managing both internal and external communications in a workplace – this can include internal presentations, staff newsletters, media releases for journalists, investor correspondence, social media and more. The aim of corporate communications is to create a favourable perception amongst stakeholders the business depends on, such as investors, employees, or the public. In corporate communications, there are typically three principal areas which are interdependent in ensuring that the organisation successfully communicates with all stakeholders. Some organisations say our reputation is shaped by what we do and what products and services we offer but this does not stop public misperception and so the need for crisis management for the sake of the organisation’s reputation.

Course Objectives

By the end of this training participants should be able to:

  • Prepare his or her own working definition of reputation management

  • Identify best practices in reputation management

  • Understand the transnational nature of reputation and its management

  • Prepare strategies to plan, research and evaluate reputation in a corporate entity

  • Distinguish reputation and brand image

  • Explore how corporate image adds to stakeholder relations and value addition

  • Identify elements of good brand image

  • Discover how brand communication enhances business value

  • Understand how a brand communicates for the organisation

  • Develop techniques for developing corporate culture

  • Develop effective communication for brand, image and reputation management

  • Undertake stakeholder relations building , engagement and participation

  • Conduct effective crisis communication tools and techniques

Who should attend?

  • Public Relations Officers and Managers

  • Corporate Communications staff

  • HR specialists

  • Marketing Officers

  • Project Managers

  • Community based Workers

  • Corporate Social Responsibility Specialists

Training methodology

Training Methodology

Our diverse instructional approaches ensure effective learning:

– Lectures & Presentations: Engage with expert-driven, stimulating content.
– Course Material: Access well-crafted supporting resources.
– Group Work: Collaborate on discussions and case studies for practical insights.
– Workshops & Role-Play: Participate in immersive, scenario-based activities.
– Practical Application: Focus on applying theoretical knowledge in real situations.
– Post-Training Support: Receive extensive support after training for skill implementation.

Training Outline

Module 1 – Brand development and management

  • Developing, building and maintaining a brand

  • Developing, building and maintaining a brand

  • To brand or rebrand is a major strategic decision

  • Brand development and resourcing process

  • Building brand awareness and trust

Module 2 – Branding & Marketing Activities

  • Customer interaction and participation

  • Audience segmentation and targeting

  • Raising awareness and awareness education

  • Promotion activities and brand carrying merchandise

  • Targeted communication and campaigns

  • Highlighting disinformation and image threats

MODULE 3 – Tools and Channels for Building and Maintaining Brand and Reputation

  • Website communication and non-electronic efforts

  • How traffic is coming to your website?

  • Services must be designed around citizens’ needs

  • Key messages and information

  • stakeholder feedback and metrics

  • Social media content strategy

  • Choosing a platform for engagement

  • Content creation and management

  • Inform the conversation

  • Digital platforms and interaction management

  • Staff as brand ambassadors

  • Internal Communication and buy in strategies


  • Demonstrate understanding of the organisation

  • Explain the structure of the industry in which the organisation operates and the organisation’s role within the industry

  • Explain the organisation’s purpose and the environment within which it operates

  • Identify the people, groups, or organisations (internal and external stakeholders) that could impact or be impacted upon by your developmental intervention

  • Perform stakeholder analysis/mapping to optimally understand stakeholder needs and interest

  • Describing stakeholder’s relationship with the organisation

  • Describing the stakeholder’s relationship to each other

  • Develop appropriate stakeholder management strategies for effectively engaging and managing stakeholders

  • Apply basic negotiation skills to maximise the impact of the stakeholder management plan


  • Lifecycle of stakeholder management

  • Techniques of stakeholder management

  • Power vs. Interest grid

  • Influence – Impact Grid

  • Power-Influence Grid

  • Importance – Influence Grid

  • Salience Model

  • Stakeholder analysis techniques and prioritisation

  • Stakeholder management plan

  • Determining the approach to manage the stakeholders

  • Understand how to build internal capacity

  • Building Trust and credibility


  • Crisis communications defined.

  • Fundamentals of Crisis Communications and Channels.

  • Developing a Crisis Communications Plan.

  • Media relations

  • Crisis management process

  • Pre-crisis phase

  • Crisis Management Plan (CMP)

  • Crisis Management Team (CMT)

  • The spokesperson’s role

  • Crisis event phase

  • Initial response

  • Reputation repair

  • Post crisis phase and lessons learnt

  • Follow up with communication

  • Dimensions of crisis communication management

  • Standard operating decisions dimension

  • Victims management dimension

  • Trust and credibility dimension

  • Behavior dimension

  • Professional expectations dimension

  • Ethical dimension


  • Managing your product or service

  • Leadership for reputation management

  • Building relationships with customers, employees and suppliers

  • Handling reputation errors

  • Engage people’s positive interest

  • Using own and the business’s personality to communicate with stakeholders (Wheeler, 2001, pp. 9–10)

  • Maintaining and sustaining the corporate reputation

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