Marketing and Public Relations
Managing Corporate Reputation and Thought Leadership in a Digital World
Managing an organization¿s corporate reputation, a composite of how it views itself internally (identity) and how it is viewed externally (image), has grown increasingly challenging given the speed and amplifying power of social networks and online media. This course examines the complexities of managing this intangible asset in an environment where it is progressively harder to control the narrative, as well as the benefits of managing this well and the consequences of when it is not. Students learn how to cultivate tangible elements of corporate reputation such as corporate purpose, culture and stakeholder relations, and translate these into corporate narratives for a range of situations. This course also explores what is involved and expected of organizations and leaders who aspire to be thought leaders and take positions on social issues germane to their core business. Students learn to develop comprehensive corporate affairs plans that enhance corporate reputation and drive growth.