2020 Reputation Management Certificate Program

Nov. 4–Dec. 16, 2020
Full Price: $1,795
Members: $1,495

Categories: Crisis & Reputation, Leadership & Management

Reputation management (RM) is a concept at the core of the communication profession, and in today’s fast-paced digital world, reputations can be made or lost in the blink of a digital eye. But well-built reputations can withstand social, economic and political pressure by establishing core principles and strategies to build, enhance and protect their key attributes. In fact, challenges to reputation can and do often result in stronger reputations, if managed appropriately. This six-part program will examine reputation, establishing a reputation, building and enhancing a reputation, reputational leadership, withstanding challenges, and importantly, rebuilding a reputation when needed.

The Reputation Management Certificate Program is a professional development offering designed as a live, online series of six modules that will launch on Nov. 4, 2020, and run through Dec. 16, 2020 (skipping Thanksgiving week), airing each consecutive Wednesday from 3–4:30 p.m. ET.

All modules will be recorded so that participants can listen to or review them after the live date or re-listen in preparation for the final exam. Additionally, member participants will be given access to PRSA’s Online Reputation Communication Community, an exclusive online forum offering private access and interactive dialogue with other participants taking the course.

The course involves a combination of presenters, with Paul Omodt, ABC, APR, Fellow PRSA, MBC, SCMP, providing the structure of the core curriculum. Each week he will be joined by one or more experts in various aspects of the week’s topic who will present case studies of how they applied the concepts. After successfully completing and passing the 18-question, multiple-choice test at the end of the certificate program, participants will be awarded a digital badge and certificate of completion.


  • Managers and senior-level PR and communication professionals.
  • Professionals who council their leadership.
  • Strategic thinkers in communication roles.
  • Professionals who are responsible for corporate culture.
  • Any professional responsible for managing a corporate brand.
  • Industry leaders responsible for implementing initiatives across an enterprise.
  • Professionals responsible for digital communications.


  • Build lasting organizational reputations using memorable tools, techniques and strategies.
  • Discover benchmarks for reputation to assess, measure and promote reputation.
  • Understand how reputation can be built using internal and external methods.
  • Tie reputation to business goals and results.
  • Discover the reputation arc and how to grow reputation in meaningful ways.


  • Reputation Management Today
  • Establishing Reputation
  • Reputational Leadership
  • Withstanding Reputational Challenges
  • Rebuilding Reputations
  • Reputation Growth and Planning


Paul G. Omodt, APR, Fellow PRSA, ABC, MBC, owner and principal, Omodt & Associates Critical Communications

Photo of Paul G. Omodt, APR, Fellow PRSA, ABC, MBC

A 25-year veteran of the national public relations and communication landscape, Paul Omodt, APR, Fellow PRSA, ABC, MBC, is known for handling some of the Midwest’s biggest crisis and critical communication situations. From the 1998 Northwest pilots’strike to the 35W bridge collapse, and from product recalls to corporate restructuring, his communication skills and strategies have left a lasting impact.

A nationally recognized communications professional, Omodt’s expertise is sought by a broad mix of clients from leading corporations to small businesses and nonprofits who appreciate his ability to analyze an issue and provide a communication solution.

He is a frequent speaker and guest lecturer where his mix of practical experience, storytelling and engaging speaking style make him a conference favorite.

Omodt received his undergraduate and graduate degrees from the University of St. Thomas. He has continued his career at St. Thomas where he has been an adjunct professor in both the undergraduate communications and journalism department and the graduate Masters of Business Administration department.


Participants with the APR credential earn 1.0 APR Maintenance Credit for each completed session of this course, for a total of 6.0 credits. www.prsa.org/Learning/Accreditation.