Diagnose whether a problem in reputation benchmarking is one of design, resourcing or discipline.
Designing Benchmarking Strategies Against Competitor Reputation
A concise, decision-focused programme covering reputation benchmarking end to end.
📍 Istanbul🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Reputation built over years is re-assessed publicly within hours when reputation benchmarking is mishandled. Silence during a crisis involving the communications and media practice discipline is itself a statement. It treats the wider communications and media practice agenda as an operating discipline and equips participants to run it as one. The programme works equally well for those formalising reputation benchmarking for the first time and those improving an existing approach. Each session closes with a decision the participant must justify about the communications and media practice capability in their own setting. Across sectors, teams that rehearse the practice within communications and media practice outperform teams that only plan it. Participants finish able to explain reputation benchmarking to a non-specialist audience without losing precision. A common pattern is strong design of this aspect of communications and media practice paired with weak follow-through. Participants leave with a plan for this part of communications and media practice sized to what their organisation can realistically absorb.
Expected Learning Outcomes
Design the crisis response plan for reputation benchmarking with named roles and pre-agreed authority.
Design a practical operating method for reputation benchmarking that fits the organisation's size and maturity.
Recognise early indicators that reputation benchmarking is drifting away from its intended design.
Correct misinformation about reputation benchmarking without amplifying it.
Coordinate messaging on reputation benchmarking across markets and languages.
Sequence internal and external communication about reputation benchmarking correctly.
Who Should Attend
Content producers creating material about reputation benchmarking.
Public relations and communications managers responsible for reputation benchmarking.
Consultants and advisers supporting clients on reputation benchmarking.
Crisis management team members with a role in reputation benchmarking.
Experienced practitioners formalising an approach to reputation benchmarking that has grown up informally.
Community relations staff engaging stakeholders about reputation benchmarking.
Course Modules
Reputation benchmarking: message architecture and discipline
2 sessions · 8 pointsSession 1The cost of reputation benchmarking and how to present it
- Anticipate the objections reputation benchmarking will raise and prepare the answers.
- Prepare the summary of reputation benchmarking that senior management will read.
- Agree who signs off statements on reputation benchmarking outside working hours.
- Set out the decisions in reputation benchmarking that require sign-off and by whom.
Session 2Measuring communication on reputation benchmarking beyond clippings
- Decide in advance when to correct misinformation about reputation benchmarking and when not to.
- Archive every statement issued on reputation benchmarking with date and approver.
- Plan the recovery sequence after a reputational event involving reputation benchmarking.
- Prepare the holding statement for reputation benchmarking in advance.
Reputation benchmarking: media relations and the working journalist
2 sessions · 8 pointsSession 1Rebuilding trust after reputation benchmarking
- Benchmark the organisation's reputation benchmarking against comparable operations.
- Agree what will be standardised in reputation benchmarking and what will not.
- Rehearse the briefing on reputation benchmarking that would follow an incident.
- Identify where judgement in reputation benchmarking is legitimate and where it is not.
Session 2Building lasting competence in reputation benchmarking
- Draft materials on reputation benchmarking that need no rewriting to be published.
- Review whether coverage of reputation benchmarking changed anything that matters.
- Collect evidence on the present handling of reputation benchmarking before proposing changes.
- Close out actions on reputation benchmarking rather than leaving them open indefinitely.
Reputation benchmarking: materials a journalist can actually use
2 sessions · 8 pointsSession 1The hard cases in reputation benchmarking and how to reason about them
- Identify the data already collected that bears on reputation benchmarking.
- Confirm that contractual obligations around reputation benchmarking are understood.
- Check that records of reputation benchmarking answer the questions likely to be asked.
- Set out how exceptions to reputation benchmarking are requested and approved.
Session 2Correcting a false story about reputation benchmarking without amplifying it
- Configure monitoring that flags coverage of reputation benchmarking within the hour.
- Remove steps in reputation benchmarking that add effort without adding assurance.
- Debrief after each significant episode involving reputation benchmarking.
- Identify the journalists who actually cover reputation benchmarking and what they need.
Reputation benchmarking: spokesperson skill under hostile questioning
2 sessions · 8 pointsSession 1Building media relationships on reputation benchmarking before you need them
- Define what success in communicating reputation benchmarking looks like, numerically.
- Prepare the acknowledgement for reputation benchmarking that does not evade responsibility.
- Verify six months later that changes to reputation benchmarking have held.
- Set the response time target for enquiries about reputation benchmarking.
Session 2Writing on reputation benchmarking so a journalist can publish it
- Sequence internal notification about reputation benchmarking ahead of external release.
- Record what was learned when reputation benchmarking did not go as planned.
- Build a stakeholder map for reputation benchmarking and the message each needs.
- Name the crisis roles for reputation benchmarking and confirm authority to speak.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
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