Enhancing Organizational Reputation

3 modules


Course Length
60 mins

IABC Academy Instructor N/A

$0 - 149


Enhancing Organizational Reputation

A strong and lasting reputation is an organization’s most important attribute. With the 24/7 newsroom and pervasive social media, good reputations built over decades can be destroyed in seconds with the simple click of a mouse. Reputation management is a core business function that influences strategic decisions about the direction of a business and how it should be communicating with stakeholders. 

Enhancing Organizational Reputation will help emerging leaders in communications to prepare for their role in assisting corporations in managing how stakeholders perceive them. Using case studies, this one-hour course will introduce you to key components of issues management, stakeholder relations, and prioritization, as well as ways to pre-empt and prepare for crises wherever possible.

Instructor: Audrey Wubbenhorst, MA, MBA, ICD.D

Audrey Wubbenhorst is a professor and board director.  She currently teaches public relations and corporate communications at Humber College, where she has received several research grants to research and write case studies on the impact of social media on business. 

Prior to joining Humber, Audrey spent over a dozen years at BMO Bank of Montreal.  She worked in a wide variety of roles, including communications, marketing, human resources, and commercial banking.  She has served on several boards, including the National Diabetes Trust (NDT), Central LHIN, Build Toronto, Toronto Community Housing Corporation, and Ernestine’s Women’s Shelter. 

Audrey has an MA in Communications as well as an MBA.  She graduated with a BA (Hons) from McGill University and has a certificate in Corporate Social Responsibility from St. Michael’s College (University of Toronto).  She has also completed her ICD.D. designation with the Rotman School of Management. 


By the end of this course, you will:

  • Understand the core concepts of strategic reputation management from both an organizational and a communication leadership perspective.
  • Identify the forces that can influence an organization’s reputation.
  • Assess the influence of stakeholders in the context of real-world examples.


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

Learning Credits

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Enhancing Organizational Reputation
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Registration Fees:
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Confirmation of Registration:
You will receive confirmation of your registration by email. You will receive invoices only upon written request to conference@iabc.com. Invoices will be sent to you by e-mail. You will not be registered until payment is received in full.

A request for refund is available prior to the first session. An 80 percent refund of your paid registration is available before the first session event link is emailed.

Refunds will not be granted after the event link is sent. No exceptions will be made. All cancellations requests must be made in writing to IABC by email to conference@iabc.com.

No refunds will be granted for cancellations received for no-shows.

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Substitutions may be made at any time, with written confirmation from the person registered. Non-member substitutes must pay the balance of a non-member registration if replacing a member.

In the event that the conference is postponed due to natural disaster or other cause beyond IABC's control, we will make every effort to reschedule. Any registration payments made will automatically be applied to the rescheduled event. If you choose not to attend the rescheduled conference, IABC will provide a full refund upon written request from the registrant.

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