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
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