Strategic Reputation Management

7 modules


IABC Academy Instructor N/A

20 May 2018

$0 - 349


Picture of Heath Applebaum 

Presented by Heath Applebaum, ABC, BA, MCM, OCGC

Strategic Reputation Management: Learning the keys to protecting your organization’s most valuable and vulnerable asset

Whether you work for a multinational company, a government agency, or a non-profit organization, nothing is more important than your reputation. Your success depends upon earning the trust of a plethora of stakeholders and online influencers who can become your biggest ambassadors or most vocal adversaries.  One thing is for certain; if you don’t measure your reputation, you cannot effectively manage it. With the proliferation of online threats to reputation, your next crisis may be only a click away, so new strategies and tools are required to ensure lightning-fast responses to digitally-empowered consumers, sensationalist media, and disengaged employees.  This is a crucial course every professional communicator, both the young and young at heart, can learn from. 

Heath Applebaum, ABC, is an international-award-winning communicator, reputation management consultant, and university professor with more than 20 years of diverse corporate, agency, consulting, and non-profit experience. Heath is the President of Echo Communications Inc., a reputation management consulting firm he founded in 2000.  Heath has led hundreds of successful campaigns for organizations of all sizes, from innovative start-ups to Fortune 100 companies. 

He has spearheaded corporate communications strategies, programs, and training for companies such as PepsiCo, Cadillac Fairview, Deloitte, RBC Financial Group, MasterCard, and Canada's largest airport, to name just a few.  

Heath is a sought-after industry expert that has spoken at more than 80 communications conferences around the world to train more than 10,000 communications, marketing, and human resource professionals, including two IABC World conferences. Heath is also a respected public relations Professor that has taught 25 courses and more than 1,200 students at several top universities and colleges.  

Heath is an Accredited Business Communicator and Gold Quill Award winner that holds a Master of Communications Management (MCM) from McMaster University. He actively gives back to the profession, judging international, national, and local award programs and is the Director of Education for the Canadian Public Relations Society Board in Toronto. 


After this course, you will be able to:

  • Understand and apply key principles and reputation success measures
  • Anticipate and prepare for reputational risks your organization are most likely to face
  • Protect the reputation of your organization online
  • Develop a reputation management framework for your organization


By completing/passing this course, you will attain the certificate IABC Academy

Learning Credits

Completing this On-Demand Workshop
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Fundamentals of Reputation Management
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Identifying and Managing Reputation Risks
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Online Reputation Management
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Developing a Reputation Management Strategy
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Strategic Reputation Management Course Resources
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Course Evaluation Survey
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Very useful guide with good examples
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