Reputation Management Certificate Program

This live online course is not currently available. Email the Professional Development Department to inquire about future availability of this program.

Category: Crisis & Reputation

Corporate Reputation Management is a concept at the core of the Communications profession — one that has matured into a management discipline over the past 20 years and extends beyond the traditional domain of the function. As Reputation Management has expanded into the realm of business strategy and corporate governance, Communicators are seen as the go-to experts inside their organizations.

To equip management-level communicators with advanced perspective, best practices and resources to meet the changing expectations of senior management for Reputation Leadership, this brand-new professional development offering is designed as a certificate-of-completion program. The live, online series of eight modules will launch on May 10, 2017 and run through June 28, 2017, airing each consecutive Wednesday from 3–4 p.m. EDT. All modules will be recorded so that participants can review them after the live date.

Additionally, participants who are PRSA members will be given access to PRSA’s Reputation Management Community, an exclusive online forum offering private access and interactive dialogue with other members taking this course.

After successfully completing a 16-question, multiple-choice test at the end of the series, registrants will be awarded a certificate-of-completion and digital badge for their LinkedIn profile and resume.

Certificate Program Modules:

  • The Reputation Champion’s Path
    Laura Kane, chief communications officer, PRSA; Anthony Johndrow, CEO, Reputation Economy Advisors
  • Reputation and the CEO
    Leslie Gaines-Ross, chief reputation strategist, Weber Shandwick
  • KPIs and Collaboration: The Reputation Journey
    Leigh Horner, vice president, corporate communications & corporate social responsibility, Hershey
  • Digital Reputation
    Jim Issokson, senior vice president, North American communications, Mastercard
  • Measurement Discipline: Solve the Reputation Value Equation
    Billy Mann, partner, Quadrant Strategies
  • CSR and Reputation: Establishing a Vision
    Pamela Gill Alabaster, senior vice president, corporate communications & corporate social responsibility, Revlon Inc.
  • Reputation and the Communicator’s Career
    Lisa Ryan, senior vice president, Heyman Associates; TR Straub, senior vice president, Heyman Associates
  • Corporate Diplomacy and Executive Leadership
    Mike Fernandez, CEO, Burson-Marsteller USA

Who should enroll in this certificate program:

  • Manager and senior-level PR and Communication Professionals
  • Professionals who counsel their CEO/leadership
  • Strategic thinkers in communication roles
  • Professionals who are responsible for corporate reputation and/or sustainability
  • Any professional responsible for managing a corporate brand/culture
  • Leaders charged with managing cross-stakeholder initiatives across an enterprise
  • Professionals responsible for digital communications

By the end of this certificate program, participants will have learned how to:

  • Master key skills, tools and proven processes necessary to become an internal “champion” for corporate reputation
  • Highlight/share case studies from organizations who have succeeded along their reputation journeys
  • Quantify, benchmark and ultimately connect the dots from reputation to business results
  • Grasp new digital and social tools that present the greatest threat (and opportunity) for their organization’s reputation
  • Draw on the insights of experts who have witnessed the evolution of disconnected CSR and what it takes to demonstrate a clear path in setting the vision for an organization
  • Discover how to win support for your programs and initiatives from outside the function and across the organization
  • Understand what key traits CEOs are looking for in their communications leaders and receive advice for your personal professional development and career advancement in the Reputation Economy

“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently.”

— Warren Buffett


Participants with the APR credential earn 1.0 APR Maintenance Credit for each completed session of this course, for a total of 8.0 credits.