MAY 10–JUNE 28, 2017

8 LIVE OR ON-DEMAND COURSES

A CERTIFICATE COURSE

REPUTATIONMANAGEMENTCERTIFICATE PROGRAM

Corporate Reputation Management (RM) is a concept at the core of the Communications profession – one that has matured into a management discipline over the past 20 years that extends beyond the traditional domain of the function.  As it has matured and expanded into the realm of business strategy and corporate governance, Communicators are seen as the go-to experts inside their organizations. 

This brand-new professional development offering is designed as a certificate-of-completion program to equip management-level communicators with solid perspective, best practices and resources to meet the changing expectations of senior management for Reputation Leadership.  The live, online series of 8 modules will launch on May 10, 2017 and run through June 28, 2017 airing each consecutive Wednesday from 3:00 to 4:00pm ET.   All modules will be recorded so that participants can review them after the live date.  Additionally, member participants will be given access to PRSA’s Reputation Management Community, an exclusive online forum offering private access and interactive dialogue with other members taking the course.

After successfully completing the 16-question, multiple-choice test at the end of the series, registrants will be awarded a certificate-of-completion and digital badge for their LinkedIn profile and resume. 

The 8-week Reputation Management Course modules include:

• KPIs and Collaboration: The Reputation Journey

• Measurement

• CSR and Reputation – Establishing a Vision

• Reputation and the CEO

• Digital Reputation

• Corporate Diplomacy

• Reputation and the Communicator’s Career

• Reputation Champion’s Path Forward

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REPUTATIONMANAGEMENTCERTIFICATE PROGRAM

8 LIVE/ON-DEMAND MODULES

MAY 10–JUNE 28, 2017 • WEDNESDAYS AT 3 PM

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• Manager 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

WHO SHOULD ENROLL

This certificate program is designed for:

OBJECTIVES

By the end of this certificate program participants will:• Learn how to identify the key elements of an organization’s reputation • Gain tips for establishing benchmarks • Discover tactics that strengthen corporate reputations

“No matter how the job description of communications professionals may change, our ability to create, build and maintain a solid reputation for our organizations is the most important thing we do." – Laura Kane, CCO, PRSA

ABOUT THIS

CERTIFICATE PROGRAM

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Responsibility for Reputation Management can be overwhelming. This live, online module will explore the skills, tools, and proven processes necessary to be a successful Reputation Champion. Participants will learn how to identify the key elements of an organization’s reputation so that one can build programs, establish benchmarks and elevate and enhance a corporate reputation.

Laura KaneChief Communication Officer, PRSA

Aside from Communications, only the CEO role is structured to care more about Corporate Reputation. Participants will gain perspective about the increasing pressures facing today’s businesses and its leadership. This module will provide practical tips for framing issues about the company, winning CEO support and partnering with senior leadership to strengthen yourorganization’s Reputation.

Anthony JohndrowCEOReputation Economy Advisors

WEDNESDAY, MAY 17, 2017 | 3PM EST

Leslie Gaines-Ross, Chief Reputation Strategist, Weber Shandwick

WEDNESDAY, MAY 10, 2017 | 3PM EST

The Reputation Champion’s Path

Reputation and the CEO

LIVE AND ON-DEMAND

COURSE MODULES

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Leigh Horner, VP Corporate Communications &Corporate Social Responsibility, Hershey

LIVE AND ON-DEMAND

COURSE MODULES

Fitting Reputation into an organization structure can be difficult. Learn from an executive who has managed the evolution while also tying together the concepts of Corporate Reputation, Corporate Brand and Corporate Responsibility.

LIVE AND ON-DEMAND

COURSE MODULES

WEDNESDAY, MAY 24, 2017 | 3PM EST

KPIs and Collaboration:

The Reputation Journey

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Google “Reputation Management” and you’ll quickly learn that SEO companies have hijacked the term for “ORM”, rather than the strategic management discipline. At the same time, new digital and social tools present the greatest threat (and opportunity) for your organization’s Reputation. Learn how to connect the dots from an exec who has led the way.Jim Issokson, SVP Communications, North America Mastercard

WEDNESDAY, MAY 31, 2017 | 3PM EST

Digital Reputation

WEDNESDAY, JUNE 14, 2017 | 3PM EST

Pamela Gill Alabaster, SVP, Corporate Communications & Corporate Social Responsibility, Revlon Inc.

Too often, Corporate Reputation and Corporate Responsibility are disconnected. Learn from an executive who has seen the evolution and can demonstrate the links among Corporate Reputation, Corporate Social Responsibility and Stakeholder engagement. This module will offer participants a path forward of how to set the vision for the organization.

CSR and Reputation:

Establishing a Vision

LIVE AND ON-DEMAND

COURSE MODULES

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Billy Mann, Partner, Quadrant Strategies

One of the best ways to help your organization understand Reputation is through quantification. This module will explore how to be pragmatic, targeted and actionable when you bring measurement to your organization.

WEDNESDAY, JUNE 7, 2017 | 3PM EST

Measurement Discipline –

Solve the Reputation Value Equation

Since 1989, the leadership team at Heyman Associates has built a reputation as trusted advisors to CEOs by focusing on one thing and doing it well. From the start, they have immersed themselves in one profession: communications and public affairs. This discussion will talk about the importance of focusing on building an evolved skill set as you plan the next steps of your career as a Reputation Champion.

Managing across divisions and geographies can be challenging. This course offers you tips and techniques for winning support for your programs across all management levels. Participants will learn how to align business objectives, build stakeholder relationships, address operational issues and enhance their organizations’ reputation..

WEDNESDAY, JUNE 28, 2017 | 3PM EST

Mike Fernandez, CEO, Burson-Marsteller USA

Lisa Ryan, SVP, Heyman Associates

WEDNESDAY, JUNE 21, 2017 | 3PM EST

Reputation and the Communicator's Career

Corporate Diplomacy and

Executive Leadership

LIVE AND ON-DEMAND

COURSE MODULES

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DETAILS AND PRICING

PRSA MEMBER RATES*

Early Bird Rate (before March 31) $1, 295Regular Rate (after March 31 $1,495

NON-MEMBER RATE

$1,795

REGISTERING FIVE OR MORE PEOPLE?Contact Jason Barnhart at (212) 260-1480 or jason.barnhart@prsa.org to inquire about special group pricing.

*Global Alliance members qualify for the PRSA Member Rate

CANCELLATIONS/REFUND POLICY:

Refund 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 April 26, 2017. Registrants whose cancellation requests are postmarked after April 26, 2017, 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 faxed to (212) 460-5460. If you cannot attend, you may notify PRSA by April 26, 2017, if another person will be attending the conference in your place. For substitution, Counselors Academy Non-Members must pay the appropriate difference in the registration fee. Please call (800) 350-0111 to make this notification.

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