Reputation Risk 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

In the wake of unprecedented, high-profile and devastating corporate crises, Reputation Risk has emerged as the No.1 most important strategic risk for every organization. CEOs and Boards need someone to tackle these risks for them — with more than just a crisis management plan. Communicators have an opportunity to meet this need for leadership by implementing a low-tech, high-touch, cross-functional process that gives senior management confidence that Reputation Risk is well-managed.

The Reputation Risk Management (RRM) Certificate Program is designed to equip management-level communicators with advanced perspective, best practices and a practical, implementation-ready approach to managing Reputation Risk.

This brand-new professional development offering is designed as a live, online series of six modules and will launch on May 16, airing each consecutive Wednesday from 3–4:30 p.m. EDT (May 23, May 30, June 6, June 13 and June 20). All modules will be recorded so that participants can review them after the live airing. Additionally, participants who are PRSA members will be given access to PRSA’s Reputation Risk Management Community, an exclusive online forum offering private access and interactive dialogue with other members taking this course. After successfully completing and passing a multiple-choice test at the end of the 6-week program, registrants will be awarded a certificate of completion and digital badge for their LinkedIn profile and resume.

Reputation Risk Management Modules:

  • Introduction and Case Studies: Reputation Risk: a Low-Tech, High-Touch, Cross-Functional Approach.
    Anthony Johndrow
    CEO, Reputation Economy Advisors
  • Differentiating and Marketing in a Volatile Reputation Risk Environment.
    Peter Horst
    CEO, CMO Inc.
  • CSR and Sustainability as a Path to Reputation Risk Mitigation.
    Dave Stangis
    Vice President, Corporate Responsibility and Chief Sustainability Officer, Campbell Soup Company
  • Integrating Reputation Risk and Crisis Management Planning/Preparation/Execution.
    Bill Wohl
    Chief Communications Officer, Commvault
  • Enhancing Enterprisewide Communication and Reputation Risk Coordination Capabilities.
    Debbie Wing
    Executive Vice President of Communications, Farm Credit Council
  • Shaping Internal Culture as Highest-Level Reputation Risk Mitigation.
    Laurie Barnett
    Managing Director, Communications and Outreach, Southwest Airlines

Objectives of the Reputation Risk Management Program:

  • Gain perspective on key skills, tools and proven processes necessary to become an internal “champion” for Reputation Risk.
  • Leverage their organization’s interest in Reputation Risk to drive proactive stakeholder engagement and campaigns.
  • Understand how to help their organizations take a stand in a world where doing so has consequences.
  • Move from CSR/Sustainability reporting to integrating those efforts to drive Reputation.
  • Apply lessons from organizations who have successfully moved beyond crisis management.
  • Master the digital tools and best practices to enterprisewide coordination of Reputation Risk.
  • Learn new ways to instill better, risk-conscious decision-making through a focus on internal culture.

Reputation Risk Preparedness Report

Program participants will also have access to a proprietary Reputation Risk Diagnostic Tool – which gives respondents a personalized analysis of exactly where their organization stands against proven Reputation Risk Management best-practices. These individualized reports can be used to support their organization’s plans and gauge progress over time as they implement the lessons learned in the program.


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.