REPUTATION MANAGEMENT CERTIFICATE PROGRAM

REPUTATION MANAGEMENTCERTIFICATE PROGRAM

SIX LIVE AND/OR ON-DEMAND MODULES

A CERTIFICATE PROGRAM

WEDNESDAYS, NOV. 4–DEC. 16*

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PROGRAM INFORMATION

Upgrade Your Reputation Management Skills

Reputation management (RM) is a concept at the core of the communication profession, and in today’s fast-paced digital world, reputations can be made or lost in the blink of a digital eye. But well-built reputations can withstand social, economic and political pressure by establishing core principles and strategies to build, enhance and protect their key attributes. In fact, challenges to reputation can and do often result in stronger reputations, if managed appropriately. This six-part program will examine reputation, establishing a reputation, building and enhancing a reputation, reputational leadership, withstanding challenges, and importantly, rebuilding a reputation when needed.

The Reputation Management Certificate Program is a professional development offering designed as a live, online series of six modules that will launch on Nov. 4, 2020, and run through Dec. 16, 2020 (skipping Thanksgiving week), airing each consecutive Wednesday from 3–4:30 p.m. ET.

All modules will be recorded so that participants can listen to or review them after the live date or re-listen in preparation for the final exam. Additionally, member participants will be given access to PRSA’s Online Reputation Communication Community, an exclusive online forum offering private access and interactive dialogue with other participants taking the course.

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PROGRAM INFORMATION

The course involves a combination of presenters, with Paul Omodt, ABC, APR, Fellow PRSA, MBC, SCMP, providing the structure of the core curriculum. Each week he will be joined by one or more experts in various aspects of the week’s topic who will present case studies of how they applied the concepts. After successfully completing and passing the 18-question, multiple-choice test at the end of the certificate program, participants will be awarded a digital badge and certificate of completion.

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PROGRAM INFORMATION

THIS CERTIFICATE PROGRAM IS DESIGNED FOR:

• Managers and senior-level PR and communication professionals.

• Professionals who council their leadership.

• Strategic thinkers in communication roles.

• Professionals who are responsible for corporate culture.

• Any professional responsible for managing a corporate brand.

• Industry leaders responsible for implementing initiatives across an enterprise.

• Professionals responsible for digital communications.

BY THE END OF THIS CERTIFICATE PROGRAM, PARTICIPANTS WILL HAVE LEARNED HOW TO:

• Build lasting organizational reputations using memorable tools, techniques and strategies.

• Discover benchmarks for reputation to assess, measure and promote reputation.

• Understand how reputation can be built using internal and external methods.

• Tie reputation to business goals and results.

• Discover the reputation arc and how to grow reputation in meaningful ways.

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SPEAKER/MODERATOR

Reputation is the one thing you build that lies purely in the hearts, minds, and hands of other people. It needs to be carefully built, nurtured and managed so that those hearts, minds and hands can stand with you in good times and bad times.

Paul G. Omodt, APR, Fellow PRSA, ABC, MBC, SCMP Owner and Principal Omodt & Associates Critical Communications LLC

Paul G. Omodt, APR, Fellow PRSA, ABC, MBC, a 25-year veteran of the national public relations and communication landscape, is known for handling some of the Midwest’s biggest crisis and critical communication situations. From the 1998 Northwest pilots’ strike to the 35W bridge collapse, and from product recalls to corporate restructuring, his communication skills and strategies have left a lasting impact.

A nationally recognized communications professional, Omodt’s expertise is sought by a broad mix of clients from leading corporations to small businesses and nonprofits who appreciate his ability to analyze an issue and provide a communication solution.

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SCHEDULE

MODULE TITLE DATE & TIME

1Reputation Management

Today

Wednesday, Nov. 4 3–4:30 p.m. ET

2 Establishing ReputationWednesday, Nov. 11

3–4:30 p.m. ET

3 Reputational LeadershipWednesday, Nov. 18

3–4:30 p.m. ET

4Withstanding Reputational

Challenges

Wednesday, Dec. 2 3–4:30 p.m. ET

5 Rebuilding ReputationsWednesday, Dec. 9

3–4:30 p.m. ET

6Reputation Growth and

Planning

Wednesday, Dec. 16 3–4:30 p.m. ET

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LIVE/ON-DEMANDMODULES

In this module, we will present the leading definitions of reputation and discuss how where we start with reputation often determines where we could and should end up. We will explore the thoughts and ideas that make up reputation and the standard, common and unique ways to measure reputation. Looking at patterns of building reputation, we will explore how to build it, where to build it, how much effort it may take to build it, and how to make reputation an everyday activity. Finally, we will explore a topical case study in reputation and discuss how deconstructing can help us understood how it was built.

MODULE 1:Reputation Management Today

Wednesday, Nov. 4, 3–4:30 p.m. ET

Speaker Guest Speaker

Rhoda OlsenFormer CEO,Vice Chair of BoardGreat Clips


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This module will look at the key considerations that make up reputation – what is nice to have versus what you need to have. These considerations will include discussion of organically built reputations versus curated reputations and how this play out across a broad spectrum of organizational structures. We will explore how to build a reputation purposefully using an easy-to-understand and remember analogy as well as look at a ‘great’ case study.

MODULE 2:Establishing Reputation

Wednesday, Nov. 11, 3–4:30 p.m. EDT


Bonnie CaverPresidentReputation Lighthouse



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The module will delve into reputational leadership and the importance of having organizational leadership actively building reputation. We will explore the idea of storytelling as part of reputation and how leaders can build a reputation in an instant.

MODULE 3:Reputational Leadership

Wednesday, Nov. 18, 3–4:30 p.m. EDT



Richard LevickCEOLEVICK


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When reputations are challenged – by a slow or fast-moving crisis – how to do respond and do we need respond? What are the element we can control and can’t control – or ask others to help us control? And does social media serve us well here or is it not social at all?

MODULE 4:Withstanding Reputational Challenges

Wednesday, Dec. 2, 3–4:30 p.m. EDT




Anthony Hicks, APR

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Reputation is constantly being challenged, reshaped and often damaged – but our response to the unplanned change in something we have developed, shaped, nurtured and grown can be difficult for unless we are ready to manage its lifecycle. We will explore damaged reputations and how to plot a path forward.

MODULE 5:Rebuilding Reputations


Helio Fred GarciaPresident Logos Consulting



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In this module, we will examine where do we go with our reputation – is it static or dynamic? Do we chart its growth and evolution? Learn how reputations continue to evolve and change – and how we must be in tune with them at all times.

MODULE 6:Reputation Growth and Planning





Hanna Bolte, APRFounder and CEO Bolte Media

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DETAILS & PRICING

PRSA MEMBER RATES*

Early Bird Rate (Ends Oct. 21 at 11:59 p.m. EDT)

$1,295

Regular Rate (After Oct. 21)

$1,495

NONMEMBER RATE

$1,795

*Global Alliance members qualify for the PRSA Member Rate.

LEARN AS A GROUPSpecial Rates are available for groups of five or more. Please contact PRSA for more details.

RENEWAL CEUsParticipants with the APR credential earn 1.0 APR Renewal CEUs for each completed session of this course, for a total of 6.0 Renewal CEUs.

REGISTERprsa.org/Reputation-Management

CONTACT PRSA’s Professional Development department at [email protected]

CANCELLATIONS/REFUND POLICYRefund of the Reputation Management Certificate Program fee, less an administrative fee of $100, will be made if written notice of cancellation is postmarked no later than Oct. 21, 2020. Registrants whose cancellation requests are postmarked after Oct. 21, 2020, will not be entitled to a refund. Cancellation of registration for this event must be made in writing and mailed to: PRSA Reputation Management Certificate Program, 411 Lafayette Street, Suite 201, New York, NY 10003, or emailed to [email protected]. If you cannot attend, you may notify PRSA by Oct. 21, 2020, if another person will be attending the Certificate Program in your place. For substitution, nonmembers must pay the appropriate difference in the registration fee. Please call (800) 350-0111 to make this notification.

https://www.prsa.org/Reputation-Management

mailto:PD%40PRSA.org?subject=Measurement%20and%20Analytics%20Certificate%20Program

Documents

REPUTATION MANAGEMENT CERTIFICATE PROGRAM