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Strategic Reputation Management: Learning the keys to protecting your organization’s most valuable and vulnerable asset

  • 9:00 am - 10:00 am
  • Online
  • Thursdays, 11 May–1 June 2017 at 9–10 a.m. PDT

Whether you work for a multinational company, a government agency or a nonprofit organization, nothing is more important than your reputation. Your success depends on earning the trust of a plethora of stakeholders and online influencers who can become your biggest ambassadors or most vocal adversaries. One thing is for certain, if you don’t measure your reputation, you cannot effectively manage it. With the proliferation of online threats to reputation, your next crisis may be only a click away, so new strategies and tools are required to ensure lightning fast responses to digitally empowered consumers, sensationalist media, and disengaged employees.  This is a crucial course every professional communicator, both the young, and young at heart, can learn from.

After this course, you will be able to:

  • Understand and apply key principles and reputation success measures
  • Anticipate and prepare for reputational risks your organization are most likely to face
  • Protect the reputation of your organization online
  • Develop a reputation management framework for your organization

Event Cost: IABC members – US$375.  Non-members – US$525
Career levels:  Strategic Adviser

Presenter / Heath Applebaum, ABC

Presenter / Heath Applebaum, ABC, is an international-award-winning communicator, reputation management consultant and university professor with 20 years of diverse agency, corporate, consulting and nonprofit experience. Heath is the president of Echo Communications Inc., a reputation management consulting firm he founded in 2000. He has led hundreds of successful campaigns for organizations of all sizes, from innovative start-ups to Fortune 100 companies.

He has spearheaded corporate communication strategies and programs for companies such as PepsiCo, Cadillac Fairview, Deloitte, RBC Financial Group and MasterCard.

Heath is a sought-after industry expert that has spoken at more than 60 communication conferences around the world, including two IABC World Conferences, to train thousands of executives. He is also a respected public relations professor who has taught 25 courses and nearly 800 students at several top universities and colleges.

Heath is an Accredited Business Communicator and Gold Quill Award winner, and holds a master’s degree in communication management from McMaster University, in Toronto. He has also judged international, national and local award programs for IABC and several other industry associations.

11 May, Session 1: Fundamentals of Reputation Management

18 May, Session 2: Identifying and Managing Reputation Risks

25 May, Session 3: Online Reputation Management

1 June, Session 4: Developing a Reputation Management Strategy

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