Anticipate the objections that ethical reputation building will attract internally and answer them in advance.
Designing Strategies to Build the Organisation's Ethical Reputation
A working programme in ethical reputation building for managers who have to deliver with existing resources.
📍 Istanbul🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Internal audiences learn about ethical reputation building from the news unless you reach them first. Reputation built over years is re-assessed publicly within hours when this area of communications and media practice is mishandled. What blocks progress on this aspect of communications and media practice is usually unclear ownership rather than unclear intent. The content is relevant to those who own ethical reputation building and to those who are held accountable for its results. It establishes a shared vocabulary for the practice within communications and media practice so that teams can disagree productively about it. Exercises escalate in difficulty, ending with the ambiguous situations that make the communications and media practice discipline hard in practice. Where ethical reputation building is measured, it improves; where it is only discussed, it drifts. The outcome is a practitioner who can hold a position on this aspect of communications and media practice and revise it on evidence. It closes by agreeing the smallest change to the practice within communications and media practice that would make a visible difference.
Expected Learning Outcomes
Prepare the apology or acknowledgement for ethical reputation building that is credible.
Build a concise communications plan for ethical reputation building that colleagues can follow without further explanation.
Define the key messages for ethical reputation building and hold to them under pressure.
Sequence improvements to ethical reputation building so that each step makes the next one easier.
Measure the effect of communication on ethical reputation building beyond volume of coverage.
Correct misinformation about ethical reputation building without amplifying it.
Who Should Attend
Journalists and editors working on stories involving ethical reputation building.
Agency and consultancy advisers supporting clients on ethical reputation building.
Newly appointed managers taking on ethical reputation building for the first time.
Community relations staff engaging stakeholders about ethical reputation building.
Public sector officials applying ethical reputation building within a regulated framework.
Spokespeople and executives who speak publicly about ethical reputation building.
Course Modules
Ethical reputation building: monitoring, sentiment and early warning
2 sessions · 8 pointsSession 1Rebuilding trust after ethical reputation building
- Define what success in communicating ethical reputation building looks like, numerically.
- Check that ethical reputation building still works when volumes rise unexpectedly.
- Localise messaging on ethical reputation building without fragmenting it.
- Debrief after each significant episode involving ethical reputation building.
Session 2Building lasting competence in ethical reputation building
- Plan the recovery sequence after a reputational event involving ethical reputation building.
- Rehearse the briefing on ethical reputation building that would follow an incident.
- Arrange the handover of ethical reputation building so capability survives staff changes.
- Agree the indicators that will show whether ethical reputation building is improving.
Ethical reputation building: internal audiences and sequencing
2 sessions · 8 pointsSession 1Measuring communication on ethical reputation building beyond clippings
- Name a single owner for each element of ethical reputation building.
- Identify the journalists who actually cover ethical reputation building and what they need.
- Identify where judgement in ethical reputation building is legitimate and where it is not.
- Set out the decisions in ethical reputation building that require sign-off and by whom.
Session 2What has to be agreed before work on ethical reputation building starts
- Sequence internal notification about ethical reputation building ahead of external release.
- Write the three key messages on ethical reputation building and test them against hard questions.
- Archive every statement issued on ethical reputation building with date and approver.
- Rehearse the hostile interview on ethical reputation building with a real challenger.
Ethical reputation building: crisis preparation, roles and authority
2 sessions · 8 pointsSession 1The paperwork for ethical reputation building that is actually needed
- Configure monitoring that flags coverage of ethical reputation building within the hour.
- Review whether coverage of ethical reputation building changed anything that matters.
- Check communication on ethical reputation building against legal and regulatory constraint.
- Build the internal briefing that explains ethical reputation building to those affected.
Session 2Who decides what during a crisis involving ethical reputation building
- Draft materials on ethical reputation building that need no rewriting to be published.
- Draft the minimum viable communications plan for ethical reputation building.
- Set the response time target for enquiries about ethical reputation building.
- Check that records of ethical reputation building answer the questions likely to be asked.
Ethical reputation building: media relations and the working journalist
2 sessions · 8 pointsSession 1Telling staff about ethical reputation building before the press does
- Map the handovers in ethical reputation building between functions and secure them.
- Define the trigger that would require ethical reputation building to be redesigned.
- Agree what will be standardised in ethical reputation building and what will not.
- Decide in advance when to correct misinformation about ethical reputation building and when not to.
Session 2Writing on ethical reputation building so a journalist can publish it
- Agree who signs off statements on ethical reputation building outside working hours.
- Prepare the response for the most likely failure in ethical reputation building.
- Reduce the variation in how ethical reputation building is carried out between teams.
- Distinguish symptoms from causes when ethical reputation building underperforms.
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
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