The first version of a story about brand search result management tends to become the reference version. Reputation built over years is re-assessed publicly within hours when result management is mishandled. The professional literature on the wider communications and media practice agenda converges on a small set of controls that reliably work. It is written for people who have to make brand search result management work with the resources they already have. Participants take away a working set of documents supporting this strand of communications and media practice, ready to be adapted internally. Cases are chosen to expose the trade-offs in result management rather than to illustrate ideal conditions. Participants leave with a method for brand search result management, not a set of opinions about it. Teams frequently over-invest in documenting result management and under-invest in testing it. Participants finish with a short, specific brief on the practice within communications and media practice ready to put in front of a decision maker.
Expected Learning Outcomes
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Adapt recognised practice on brand search result management to local constraints without hollowing it out.
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Distinguish the parts of result management that must be standardised from those that require judgement.
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Write materials on brand search result management that a journalist can use without rewriting.
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Establish escalation routes for result management that work outside normal hours.
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Manage communication with regulators and officials about brand search result management.
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Monitor sentiment and coverage relating to result management in useful time.
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Build community and stakeholder engagement around brand search result management.
Who Should Attend
✓
Procurement and contracting staff whose agreements set obligations around brand search result management.
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Spokespeople and executives who speak publicly about result management.
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Internal communications staff explaining brand search result management to employees.
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Investor relations officers communicating result management to markets.
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Training and development staff building internal capability in brand search result management.
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Journalists and editors working on stories involving result management.
Course Modules
Open any module to see its sessions and topics.
01
Brand search result management: measurement beyond coverage volume
2 sessions · 8 points
Session 1Coordinating brand search result management across markets and languages
Map the handovers in brand search result management between functions and secure them.
Establish the boundary of result management and record what sits outside it.
Set out how exceptions to brand search result management are requested and approved.
Review whether result management is aligned with the objectives of the communications function.
Session 2Testing result management before relying on it
Agree who signs off statements on brand search result management outside working hours.
Agree what will be standardised in result management and what will not.
Set the response time target for enquiries about brand search result management.
Prepare the summary of result management that senior management will read.
02
Result management: message architecture and discipline
2 sessions · 8 points
Session 1Answering the hostile question about result management
Localise messaging on brand search result management without fragmenting it.
Rehearse the hostile interview on result management with a real challenger.
Draft materials on brand search result management that need no rewriting to be published.
Identify the journalists who actually cover result management and what they need.
Session 2Writing on result management so a journalist can publish it
Identify the data already collected that bears on brand search result management.
Check that records of result management answer the questions likely to be asked.
Anticipate the objections brand search result management will raise and prepare the answers.
Rehearse the briefing on result management that would follow an incident.
03
Result management: media relations and the working journalist
2 sessions · 8 points
Session 1The hard cases in result management and how to reason about them
Sequence internal notification about brand search result management ahead of external release.
Record the rationale for each significant choice made about result management.
Identify single points of dependency in brand search result management and reduce them.
Archive every statement issued on result management with date and approver.
Session 2Rebuilding trust after brand search result management
Check communication on brand search result management against legal and regulatory constraint.
Assign responsibility for keeping documentation of result management current.
Review whether coverage of brand search result management changed anything that matters.
Build a stakeholder map for result management and the message each needs.
04
Result management: spokesperson skill under hostile questioning
2 sessions · 8 points
Session 1The three messages on result management you will not move from
Define what success in communicating brand search result management looks like, numerically.
Name the crisis roles for result management and confirm authority to speak.
Confirm that reporting on brand search result management reaches the people who can act.
Prepare the holding statement for result management in advance.
Session 2The cost of result management and how to present it
Set out the decisions in brand search result management that require sign-off and by whom.
Plan the recovery sequence after a reputational event involving result management.
Configure monitoring that flags coverage of brand search result management within the hour.
Collect evidence on the present handling of result management before proposing changes.
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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