In an increasingly networked and fast-moving world, the perception of companies and individuals is crucial to the success of organisations. The reputation of a brand or organisation not only influences the trust of target groups, but also specific purchasing decisions and actions. But how can this reputation be managed and maintained in a targeted manner, especially in times of social media and digital communication? The ISM Academy course ‘Reputation Management’ gets to the bottom of this question.
Professor Arne Westermann together with Jörg Forthmann explain that reputation is far more than just an image - it is the trust that a company builds and maintains with its stakeholders. In today's media landscape, where information is disseminated in a matter of seconds, the ability to proactively monitor and influence one's reputation has become essential. ‘In the past, a company's reputation could remain stable for years. Today, perceptions often change within a few weeks or even days,’ says Westermann. This fast-moving nature poses an enormous challenge, but also offers opportunities for companies that are able to react flexibly and quickly.
The course is aimed at communication professionals, such as PR and marketing managers, who want to learn how to systematically record and manage the reputation of their organisation. Those who gain expertise in this area are not only better equipped for their day-to-day work, but can also qualify for future management tasks. ‘Strategic reputation management is a key management task. Those who master this discipline will have a clear competitive advantage in today's working world,’ explains Professor Westermann.
Another crucial aspect is the role of social media. Platforms such as X, Facebook and Instagram have fundamentally changed the way in which reputations are formed and altered. Today, large parts of a reputation are formed online and feedback from customers or the public can be provided in real time. The ability to recognise developments at an early stage and manage them communicatively is therefore one of the most important skills taught on the course.
The ‘Reputation Management’ course at ISM is the perfect opportunity for anyone who wants to take their communication skills to the next level and learn how to not only protect their organisation's reputation, but actively shape it. Participants are given the tools they need to handle their reputation confidently and strategically in a digital world - and thus play a key role in shaping the future of their organisation.
Become an expert in reputation management and secure the long-term success of your organisation!
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