Reputation Management 101

Craft and Manage Your Brand

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

Category: Crisis & Reputation

Your boss’s boss calls because a Google search reveals less than flattering, ongoing discussions about your organization. What should you do, and how could you have avoided this? Reputation management is a crucial element in strategic communication, and comprehensive campaigns entail all media platforms. It is critical for every brand to know about the discussions that are happening about it in real time.

In this session, you will learn about:

  • Steps for crafting or reinventing a brand.
  • Managing and guiding the discussion around your brand.
  • Managing blogs, and review sites, forums, news channels and search engines.
  • Elements for social media and online reputation management.
  • Examples of applicable software.
  • Metrics, analytics and evaluation for your efforts.
  • Consideration for reputation management during a crisis.


Photo of John Deveney, ABC, APR, Fellow PRSA

Deveney is a communication expert who has earned the highest national and international honors and awards in the profession. A sought-after presenter, Deveney was selected by PR News for its first list of “15 to Watch” public relations leaders from around the world who are shaping the profession. A decade later, PR News named him “Agency Executive of the Year.”



Participants with the APR credential earn 2.0 APR Maintenance Credits for a one-day course. Learn more about Accreditation maintenance.