This is Part 1 of a two part series on Building Reputation for Innovation. We recommend taking both courses together.

Description:
In the two sessions on "Building Reputation for Innovation" we will discuss different types of innovation and their effects on stakeholder perceptions of firms. We will understand how highly innovative companies break the reliability-innovation trade-off and reap rewards from both product innovations and stellar reputations that increase the value of their innovations.

Key Learnings:
- Discuss the different types of innovation and their effects on stakeholder perceptions on firms
- Will understand how highly innovative companies break the reliability and innovation trade-off
- How to create stellar reputations through innovation

Please note: Any materials referenced as available for download are not included in the video purchase.

Violina Rindova is the Ralph B. Thomas Professor of Business at the McCombs School of Business, University of Texas at Austin and a Fellow of the IC2 Institute of University of Texas at Austin. Her research focuses on value creation, the development of intangible assets, and the dynamics of competitive advantage in a variety of industries. Her work has been published in premier management journals. She served as an Associated Editor at the top theoretical journal in management, The Academy of Management Review from 2005-2008. She is a recipient of multiple grants and awards, including awards for Research Excellence Award from the McCombs School of Business (2009), and for "Thought Leadership" from the Entrepreneurship Division of the Academy of Management (2009).

This is Part 2 of a two part series on Building Reputation for Innovation.We recommend taking both courses together.

Description:
In the two sessions on "Building Reputation for Innovation" we will discuss different types of innovation and their effects on stakeholder perceptions of firms. We will understand how highly innovative companies break the reliability-innovation trade-off and reap rewards from both product innovations and stellar reputations that increase the value of their innovations.

Please note: Any materials referenced as available for download are not included in the video purchase.

Violina Rindova is the Ralph B. Thomas Professor of Business at the McCombs School of Business, University of Texas at Austin and a Fellow of the IC2 Institute of University of Texas at Austin. Her research focuses on value creation, the development of intangible assets, and the dynamics of competitive advantage in a variety of industries. Her work has been published in premier management journals. She served as an Associated Editor at the top theoretical journal in management, The Academy of Management Review from 2005-2008. She is a recipient of multiple grants and awards, including awards for Research Excellence Award from the McCombs School of Business (2009), and for "Thought Leadership" from the Entrepreneurship Division of the Academy of Management (2009).

This is Part 1 of a two part series on Building Reputation for Innovation. We recommend taking both courses together.

Description:
These two on-line sessions will explore the linkages between CSR and corporate reputation with attention to identifying  social issues of most relevance to companies, how to develop cutting-edge CSR practices, and how to link CSR to value creation for the business and for society.

Key Learnings: 
- Explore the linkages between CSR and corporate reputation
- Identify the social issues most relevant to companies
- How to develop cutting-edge CSR practices
- How to link CSR to value creation for the business and for society

Please note: Any materials referenced as available for download are not included in the video purchase.

Philip Mirvis is an organizational psychologist. His studies and private practice concern large-scale organizational change, the character of the workforce and workplace, leadership development, and the role of business in society. As an advisor to global businesses headquartered on five continents, he has authored ten books on his studies. He has convened two-year, multi-company learning forums on integrating CSR into business strategy and on corporate branding. He has led service learning journeys of senior executives from Unilever, Shell, Ford, Novo Nordisk, and 3i to study, first-hand, an array of social and environmental issues in China, India, Borneo, Dubai, Sri Lanka, and Brazil and urban areas in the U.S., France, and U. K. He is a blogger for CSR with the U.S. Chamber of Commerce.  His writings in this area have appeared in multiple academic journals and publications. He has also taught at Boston University.

This is Part 2 of a two part series on Building Reputation for Innovation. We recommend taking both courses together. 

Description:
These two on-line sessions will explore the linkages between CSR and corporate reputation with attention to identifying  social issues of most relevance to companies, how to develop cutting-edge CSR practices, and how to link CSR to value creation for the business and for society.

Key Learnings: 
- Explore the linkages between CSR and corporate reputation
- Identify the social issues most relevant to companies
- How to develop cutting-edge CSR practices
- How to link CSR to value creation for the business and for society

Please note: Any materials referenced as available for download are not included in the video purchase.

Philip Mirvis is an organizational psychologist. His studies and private practice concern large-scale organizational change, the character of the workforce and workplace, leadership development, and the role of business in society. As an advisor to global businesses headquartered on five continents, he has authored ten books on his studies. He has convened two-year, multi-company learning forums on integrating CSR into business strategy and on corporate branding. He has led service learning journeys of senior executives from Unilever, Shell, Ford, Novo Nordisk, and 3i to study, first-hand, an array of social and environmental issues in China, India, Borneo, Dubai, Sri Lanka, and Brazil and urban areas in the U.S., France, and U. K. He is a blogger for CSR with the U.S. Chamber of Commerce.  His writings in this area have appeared in multiple academic journals and publications. He has also taught at Boston University.

This is Part 1 of a two part series on Leadership and Governance. We recommend taking both courses together.

Description:
The purpose of this module is to explore how new ideas about leadership and governance are necessary today in order to build great companies with great reputations. The module begins with the idea that leadership in our global world is about how a company creates value and engages with its stakeholders (i.e., its customers, suppliers, employees, communities and financiers). Leadership is about getting these business partners' interests going in the same direction.

Key Learnings: 
- Explore how new ideas about leadership and governance are necessary to build great companies and great reputations
- To learn about effective leadership and how it can create value
- How to use leadership to engage stakeholders

Please note: Any materials referenced as available for download are not included in the video purchase.

Brian Moriarty is Adjunct Professor of Management Communications at the University of Virginia's Darden School of Business and Director at the Business Roundtable Institute for Corporate Ethics. Moriarty leads the Project on Public Trust in Business, a joint initiative established in partnership with the Arthur W. Page Society. He authored the highly-regarded report, "The Dynamics of Public Trust in Business-Emerging Opportunities for Leaders." In 2010 he was selected one of the Top 100 Thought Leaders in Trustworthy Business Behavior by Trust Across America. He serves on the Advisory Panel for Ethisphere Magazine's list of the World's Most Ethical Companies and on the board of the Carson Raymond Foundation, a charitable sports-based youth development organization.

This is Part 2 of a two part series on Leadership and Governance. We recommend taking both courses together.

Description: 
The purpose of this module is to explore how new ideas about leadership and governance are necessary today in order to build great companies with great reputations. The module begins with the idea that leadership in our global world is about how a company creates value and engages with its stakeholders (i.e., its customers, suppliers, employees, communities and financiers). Leadership is about getting these business partners' interests going in the same direction.

Key Learnings: 
- Explore how new ideas about leadership and governance are necessary to build great companies and great reputations
- To learn about effective leadership and how it can create value
- How to use leadership to engage stakeholders

Please note: Any materials referenced as available for download are not included in the video purchase.

Brian Moriarty is Adjunct Professor of Management Communications at the University of Virginia's Darden School of Business and Director at the Business Roundtable Institute for Corporate Ethics. Moriarty leads the Project on Public Trust in Business, a joint initiative established in partnership with the Arthur W. Page Society. He authored the highly-regarded report, "The Dynamics of Public Trust in Business-Emerging Opportunities for Leaders." In 2010 he was selected one of the Top 100 Thought Leaders in Trustworthy Business Behavior by Trust Across America. He serves on the Advisory Panel for Ethisphere Magazine's list of the World's Most Ethical Companies and on the board of the Carson Raymond Foundation, a charitable sports-based youth development organization.

Description:
This session will provide participants with an enhanced understanding of the latest thinking about the relationship between governance and risk, and a deepened understanding of best practices in reputational risk management. In the process, participants will be encouraged to embrace a more cross-functional, comprehensive approach and to adopt a proactive and participatory approach to governance and risk management.

Key Learnings: 
- Understand the latest thinking about the relationship between governance and risk
- Learn how to adopt a cross-functional, comprehensive approach and to adopt a proactive and participatory approach to governance and risk management

Please note: Any materials referenced as available for download are not included in the video purchase.

Arif Zaman is a consultant on risk and governance and author of the bestselling Financial Times "Executive Briefing on Reputational Risk" (2004) published in Russian in 2008. This remains the only research-based publication on reputational risk from a leading business publisher. Arif is on the British Standards Institution Drafting Panel for its Report on Delivering Good Governance and a member of the faculty of the Pakistan Institute of Corporate Governance. He is an advisor to the Commonwealth Business Council on Corporate Governance and is on a visiting faculty at Henley Business School, University of Reading in the School of Reputation and Relationships.

Description:
Participants in this session will learn to build, enhance and perfect the skills they will need to excel as general managers working in corporate communication. They will complete the session with an understanding of key areas of general management that they will need to know as communications professionals. This will be accomplished by analyzing a range of short cases that focus on various functional areas of management.

Key Learnings: 
- What are the skills needed to excel as general managers working in corporate communication? 
- Learn and understand key areas of general management 
- Using effective communication and leadership

Please note: Any materials referenced as available for download are not included in the video purchase.

Paul Argenti is Professor of Corporate Communication at the Tuck School of Business at Dartmouth and Faculty Director of Tuck Executive Education’s Leadership and Strategic Impact, Brand and Reputation, and custom programs. He teaches management, corporate responsibility, and corporate communication and has provided consulting and training for hundreds of organizations. Before coming to Tuck in 1981, he taught at the Harvard Business School and Columbia Business School; he has also been a visiting professor in Japan, Finland, the Netherlands, India, and Singapore. The sixth edition of Professor Argenti’s textbook Corporate Communication was published in 2012 and he is completing work on a seminal work entitled Corporate Responsibility. He has written numerous articles for both academic and practitioner journals and appears frequently on radio and television.

Description:
The purpose of this session is to gain an understanding of the factors that contribute to forming perceptions of financial performance and the steps managers should take to successfully manage this dimension of corporate reputation. Participants will learn about the most effective channels for financial communication; what kind of information financial-oriented stakeholders seek; how to use guidance and forecasts to manage expectations; and what communication style and mindset financial-oriented stakeholders expect. Participants will leave the session with insights into the latest trends and research findings in financial communication, and how to use these key learnings to their advantage within their own organizations and beyond.

Key Learnings:
- The Value Stakeholders Place on Financial Performance Perceptions
- Tangible Outcomes of Strong Financial Performance Perceptions
- Examining the Most Effective Channels of Communication
- Managing Future Expectations: Providing Guidance and Forecasts
- Successful Style and Approach to Financial Communication
- Keys to Success in Communicating Financial Performance

Dr. Matt Ragas (Ph.D., University of Florida) is an Assistant Professor of Public Relations in the College of Communication at DePaul University in Chicago. His research areas include corporate reputation, investor relations, corporate media relations, business news and public opinion, and mass media processes and effects. Dr. Ragas is the author of two trade books (Random House/Crown Business) and his work has been published in a variety of scholarly journals and edited book chapters. Prior to his academic career, he served as the founding editor of one of the first and largest online investor communities, and as a principal of an investment research publisher.

Description:
In this session, the concept of perceived organizational authenticity is introduced to make strategic communication techniques and efforts effective in positively influencing audiences and their opinions toward the organizations at the center of these efforts. The session explains the types of authenticity and the drivers of excellence in rendering organizational authenticity. Most importantly, the association among authenticity, identity, and reputation is illustrated.

Key Learnings:
- Be able to understand the various types of perceived organizational authenticity.
- Understand the association among authenticity, identity, and reputation as a dynamic and strategic cycle.
- Identify and use the authenticity types within organizational contents.
- Design effective strategic communication techniques and efforts around the concept of perceived authenticity.
- Develop assessments to measure the extent of perceived authenticity among organizational audiences or stakeholders.

Dr. Juan-Carlos Molleda is professor and interim chair of the Department of Public Relations and director of the MAMC Global Strategic Communication of the College of Journalism and Communications at the University of Florida (UF). He is also an affiliated faculty of the UF Center for Latin American Studies and a Fulbright Senior Specialist. Dr. Molleda received his Bachelor of Science in Social Communication (1990) from Universidad del Zulia in Venezuela, a Master of Science in Corporate and Professional Communications (1997) from Radford University in Virginia, and a Doctor of Philosophy degree in Journalism and Mass Communications with an emphasis on international public relations and international business (2000) from the University of South Carolina, where he also coordinated applied communication research projects. Between 1987 and 1993, he obtained his major work experience from a Venezuelan financial consortium, acting as manager of public relations, corporate communication, and advertising and promotions. In 1998 and 2003, Dr. Molleda accomplished “Professional Summers” at Blue Cross and Blue Shield of South Carolina and the global public relations firm Burson Marsteller Latin America, Miami, respectively.

Description:
This session links reputation management to corporate strategy by focusing on the dual concepts of 'stakeholder relations' and 'value chain coherence'. By the end of this session, participants should have a clear understanding of the key elements that drive the creation of an effective reputation platform and the processes that go into producing strategic alignment between a company and its key stakeholders.

Key Learnings:
- How to develop a reputation platform
- Learn the key elements that drive an effective reputation platform
- What are the processes that go into producing strategic alignment between a company and its key stakeholders?

Please note: Any materials referenced as available for download are not included in the video purchase.

Dr. Naomi A. Gardberg is Associate Professor of Management, Zicklin School of Business, Baruch College - CUNY. Her areas of expertise include intangible assets and firm performance, global reputation and competitiveness, global competition and cooperation, organizational learning and MNCs. She has been published in numerous academic journals. Naomi has won several honors and awards including the Zicklin School of Business Teaching Excellence Award, Best Paper, Social Issues Management Division,Academy of Management, Outstanding Reviewer Award, Corporate Reputation Review and First Runner Up, Haynes Prize, Academy of International Business.

Description:
The purpose of this session is to connect the dots between effective practice and pertinent theory for creating successful messages for reputation campaigns. Participants will be introduced to the nature of publics’ attention as an economic commodity and how to approach attention as a solvable rhetorical problem. Participants also will explore the basics of the document-development process as a creative crucible for designing messages and final discourse outputs called for in a communication plan with audience research as the guide. The process for designing effective messages will be illustrated and explained, culminating in a prescription for developing and employing effective key message platforms that fulfill strategic communication objectives.

Key Learnings:
- To see attention as a rhetorical problem to solve
- To dig into the document-development process
- Understand the message design process
- Take steps to design effective messages

Dr. Peter M. Smudde has 26 years of experience, 10 of them in academia. His professional work has ranged from General Motors to family-owned companies.  He held an executive-level position in public relations, has been a consultant for 50 clients, but always wanted to be a university professor. Dr. Smudde moved full time to higher education in 2002 and joined ISU—his alma mater for his bachelor’s and master’s degrees—in the School of Communication in 2008. He is associate professor and coordinator of ISU’s public relations program. He is accredited in public relations (APR) through the Public Relations Society of America. He has won many industry awards for his public relations work. He also was awarded ISU’s 2012 Registered Student Organization Advisor of the Year for his work with the PRSSA Chapter, and the College of Arts and Sciences’ 2011 Outstanding Research Award for Pre-tenured Faculty.

Description
Communication planning is about defining the cognitive and behavioral states we want our communication to promote among stakeholders and identifying the concrete objectives our organization needs to achieve in order to reach those states. This session, with the help of a case study, provides a clear and actionable framework to effectively planning your communication. It positions planning within the broader communication strategy process, in particular by linking it to issues and stakeholders identification.


Learning Objectives
    To understand why communication planning is important within strategic communication management
    To understand the nature of communication goals and objectives
    To learn how to formulate communication goals and objectives effectively

Key Learning Topics 
•    Planning at the heart of communication strategy
•    Formulation of communication goals and objectives
•    SMART communication objectives
•    Typology of communication objectives
•    Five mistakes in defining communication objectives

Readings
Smith, R.D. (2012) (4 ed.), Strategic Planning for Public Relations. Routledge
Wilson, J.W. and Ogden, J. (2012) (5 ed.), Strategic Communications Planning for Effective Public Relations and Marketing. Kendall/Hunt Publishing

Francesco Lurati is a professor of corporate communication at the Faculty of communication sciences of the University of Lugano (Università della Svizzera italiana, USI), Switzerland, where he is also the academic director of both the Executive Master of Science in Communications Management (Executive MScom) program and the full-time MS program in Corporate Communication. He is the vice-director of the Institute of Marketing and Communication Management and the vice-dean of the Faculty. He performs research in the field of corporate communication, in particular, its impact on corporate strategy, and in the areas of organizational identity, corporate reputation and social responsibility. He was educated as an economist at the University of Fribourg, Switzerland where he received his doctoral degree. He completed a post-doc at the University of California, Riverside. He has also held positions in the public and private sectors, and regularly does consulting in the field of communications management.

Description:
This session helps managers, leaders, and organizational planners make the transition from strategy to tactics, focusing specifically on the many opportunities that are rooted in interpersonal communication channels. It will guide them toward well thought-out selection of these tactics and their effective implementation.

Key Learnings:
-  To understand the relationship between strategy and tactics
-  To understand the particular benefits associated with interpersonal communication channels
- To examine three categories of tactics associated with interpersonal communication: personal involvement, information exchange, and special events
- To examine various specific tactics within each of the three categories of interpersonal channels
- To understand the strategic rationale for making appropriate selections among more than 100 specific interpersonal channels addressed in this session

Ronald D. Smith, APR is a tenured full professor of public communication at Buffalo State (SUNY), where he is a former department chair and associate dean of Arts and Humanities. He is an accredited member of the Public Relations Society of America. Ron is the author of four textbooks on public relations, including Strategic Planning for Public Relations, which serves as a basis for his sessions in The Reputation Academy. His books have been cited by more than 200 of other books and articles and have been adopted by nearly 500 universities throughout the United States and in Europe, Latin America, Australia, Asia, Africa and the Middle East.

Description: This session helps managers, leaders, and organizational planners make the transition from strategy to tactics, focusing specifically on the many opportunities that are rooted in organizational media. It will guide them toward a well thought-out selection of these tactics and their effective implementation.

Learning Objectives

·         To understand the relationship between strategy and tactics

·         To understand the particular benefits associated with organizational media tactics

·         To examine four types of organizational media tactics: general publications, direct mail, electronic media, and social media

·         To understand the strategic rationale for making appropriate selections among more than 50 organizational media tactics addressed in this session

Key Learning Topics

·         Distinction between strategy and tactics

·         Pros and cons of organizational media tactics

·         Menu of organizational media tactics such as newsletters and brochures, direct mail fundraising and marketing letters, podcasts and nonbroadcast video, and blogs and social media

Readings

Smith, R.D. (2014). Strategic Planning for Public Relations. New York: Routledge/Taylor & Francis.

Ronald D. Smith, APR is a tenured full professor of public communication at Buffalo State (SUNY), where he is a former department chair and associate dean of Arts and Humanities. He is an accredited member of the Public Relations Society of America. Ron is the author of four textbooks on public relations, including Strategic Planning for Public Relations, which serves as a basis for his sessions in The Reputation Academy. His books have been cited by more than 200 of other books and articles and have been adopted by nearly 500 universities throughout the United States and in Europe, Latin America, Australia, Asia, Africa and the Middle East.

Description: This session helps managers, leaders, and organizational planners make the transition from strategy to tactics, focusing specifically on the many opportunities that are rooted in advertising and promotional media. It will guide them toward a well thought-out selection of these tactics and their effective implementation.

Learning Objectives

·         To understand the relationship between strategy and tactics

·         To understand the particular benefits associated with advertising/promotional media tactics

·         To examine five types of advertising/promotional media tactics: print advertising, electronic advertising, digital media advertising, out-of-home advertising, and use of promotional items

·         To understand the strategic rationale for making appropriate selections among more than 80 advertising/promotional media tactics addressed in this session

Key Learning Topics

·         Distinction between strategy and tactics

·         Pros and cons of advertising/promotional media tactics

·         Menu of news media tactics such as newspaper and magazine ads, radio and television commercials, Internet and virtual ads, billboards and signage, and promotional use of clothing and logos

Readings

Smith, R.D. (2014). Strategic Planning for Public Relations. New York: Routledge/Taylor & Francis.

Ronald D. Smith, APR is a tenured full professor of public communication at Buffalo State (SUNY), where he is a former department chair and associate dean of Arts and Humanities. He is an accredited member of the Public Relations Society of America. Ron is the author of four textbooks on public relations, including Strategic Planning for Public Relations, which serves as a basis for his sessions in The Reputation Academy. His books have been cited by more than 200 of other books and articles and have been adopted by nearly 500 universities throughout the United States and in Europe, Latin America, Australia, Asia, Africa and the Middle East.

Description: This session helps managers, leaders, and organizational planners make the transition from strategy to tactics, focusing specifically on the many opportunities that are rooted in news media. It will guide them toward a well thought-out selection of these tactics and their effective implementation.

Learning Objectives

·         To understand the relationship between strategy and tactics

·         To understand the particular benefits associated with news media tactics

·         To examine four types or news media tactics: direct news material, indirect news material, opinion material, and interactive news opportunities

·         To understand the strategic rationale for making appropriate selections among more than 40 news media tactics addressed in this session

Key Learning Topics

·         Distinction between strategy and tactics

·         Pros and cons of news media tactics

·         Ways to work with journalists in presenting an organization’s messages

·         Menu of advertising/promotional media tactics such as fact sheets and news releases for print, broadcast and social media; news advisories; position statements and guest editorials; interviews and news conferences

Readings

Smith, R.D. (2014). Strategic Planning for Public Relations. New York: Routledge/Taylor & Francis.

Ronald D. Smith, APR is a tenured full professor of public communication at Buffalo State (SUNY), where he is a former department chair and associate dean of Arts and Humanities. He is an accredited member of the Public Relations Society of America. Ron is the author of four textbooks on public relations, including Strategic Planning for Public Relations, which serves as a basis for his sessions in The Reputation Academy. His books have been cited by more than 200 of other books and articles and have been adopted by nearly 500 universities throughout the United States and in Europe, Latin America, Australia, Asia, Africa and the Middle East.

Description:
This session on media relations provides participants with a better understanding of the news media, how the news media influences corporate reputations, the factors that influence the production of business news, and how monitoring media coverage can be used to build more effective programs of corporate communication.

Key Learnings: 
- Who are the news media and  why do they operate the way they do? 
- How does the news media influence corporate reputation?
- How can monitoring media coverage build more effective corporate communication programs? 

Please note: Any materials referenced as available for download are not included in the video purchase.

Craig E. Carroll (Ph.D., The University of Texas at Austin) is a Senior Research Fellow with the Reputation Institute, LLC and a Visiting Scholar in Management Communication at New York University’s Stern School of Business. Dr. Carroll serves on the adjunct faculty at the IE Communication School in Madrid, Spain and USI Università della Svizzera italiana in Lugano, Italy. He is Past Chair of the International Communication Association’s (ICA) Publics Relations division. He serves on the editorial boards of six premier journals devoted to corporate communication around the world. Prof. Carroll is also editor of Corporate Reputation and the News Media, which features case studies of business and media relations in 25+ geographically distributed countries around the world, and The Handbook of Communication and Corporate Reputation.  He has delivered talks on corporate reputation and the news media in 15 countries outside the U.S.

Description:
The session is organized into three components. The first summarizes the significance of the very latest digital media trends and why these matter from a communications and reputation management viewpoint. The second explores an array of digital crises to derive key lessons about best practice in the online reputational space. The module concludes by presenting a possible roadmap to the future and the practical steps that companies can take to start that journey.

Key Learnings:
- Explore the latest digital and media trends and why these matter from a communications and reputation management viewpoint
- Derive key lessons about best practices in the online reputational space
- Explore a possible roadmap to navigate the digital crisis space

Please note: Any materials referenced as available for download are not included in the video purchase.

Andrew Currah is a digital communications and strategy consultant. He is a former Oxford University lecturer and an award winning researcher, best known for his work in digital media. Since 2005, he has provided independent advisory services to a variety of clients including the Bodleian Library, BBC, Guardian Media, HSBC, the Joseph Rowntree Reform Trust, Maitland Communications, Ofcom, Oxford Analytica, Prospect Magazine, the Reuters Institute, Royal Dutch Shell and Strategy Analytics.

Andrew's expertise is digital strategy, social media and the mobile landscape. He is also founder of Firebird Apps, a startup specializing in design and production for web and mobile apps. He holds a first class BA (Hons), MPhil and PhD from the University of Cambridge.

Description:

Social media has allowed corporations the opportunity to initiate their business transactions, practices, and communication strategies virtually to reach their local and global audiences. The rapid growth of social media tests corporations and their reputation managers to disseminate strategic and relevant messages to affected audiences quickly and effectively.  In addition, sustaining the dialogue within communities is becoming more integrated and challenging due to the empowered audiences. This session will help managers, leaders, and corporations understand the social media needs, benefits, and challenges facing their corporate reputation. Understanding these elements will help prepare and sustain these practices in this evolving digital reputation economy.

Learning Objectives:

This presentation will discuss the following objectives related to social media strategies involving corporate reputation:

- To explore the current status of research on social media and corporate reputation.

- To examine the evolving audience segments that contribute to the reputation economy: Active, inactive, trolls, and empowered.

- To be able to identifying sustainable strategies for education and training in social media evolving practices and technologies.

- To detect the key metrics for social media and corporate reputation.

- To understand the application of best practices and implications for social media and corporate reputation.

Karen Freberg is an assistant professor in Strategic Communications at the University of Louisville and also is an Adjunct Faculty member for West Virginia University in the Integrated Marketing Communications (IMC) Graduate Online program.  Freberg’s research and teaching interests are in social media, public relations, reputation management, and crisis communications.

Description: This session helps managers, leaders, and organizational planners complete the transition from strategy to tactics. It will assist them create a compelling and comprehensive package that draws on four categories for public relations and marketing communication tactics: interpersonal communication organizational media, news media, and advertising/promotional media.

Learning Objectives

·         To understand the relationship between strategy and tactics

·         To understand the particular benefits associated with each of the four categories of tactics: interpersonal communication, organizational media, news media, and advertising/promotional media

·         To understand the strategic rationale for making appropriate selections about 300 tactics

·         To understand the role of creativity in turning an inventory of tactics into a public relations or marketing communication program packaged for maximum strategic impact

Key Learning Topics

·         Distinction between strategy and tactics

·         Pros and cons of each category of media tactics

·         Various techniques for creativity and ways to overcome roadblocks to creativity

·         Familiarity of real-world examples of creative campaigns

·         Various way to package communication tactics

Readings

Smith, R.D. (2014). Strategic Planning for Public Relations. New York: Routledge/Taylor & Francis.

Ronald D. Smith, APR is a tenured full professor of public communication at Buffalo State (SUNY), where he is a former department chair and associate dean of Arts and Humanities. He is an accredited member of the Public Relations Society of America. Ron is the author of four textbooks on public relations, including Strategic Planning for Public Relations, which serves as a basis for his sessions in The Reputation Academy. His books have been cited by more than 200 of other books and articles and have been adopted by nearly 500 universities throughout the United States and in Europe, Latin America, Australia, Asia, Africa and the Middle East.

Description:
This session introduces participants to the concept of the 'corporate brand' and the importance for companies to focus on who "we" are as organizations. During the session, we will describe a diagnostic framework to assess the coherence and efficiency of a company's corporate brand. The session will discuss the change processes involved in corporate brand execution, along with the active involvement of stakeholders in the branding process. The session will take a closer look at how the LEGO Group generated strategic renewal by a stronger alignment of their corporate brand and willingness to include their key stakeholders in the process.

Key Learnings:

• Participants will understand the difference between the corporate and product brand
• Understand the change process involved in corporate brand execution
• Participants will take a closer look at the LEGO group as a case study for strategic brand renewal

Please note: Any materials referenced as available for download are not included in the video purchase.

Dr. Majken Schultz is Professor of management at Copenhagen Business School, Denmark. She is a partner of Reputation Institute and most recently an International Research Fellow at the CCR (Centre for Corporate Reputation) at Oxford University, Saïd Business School. Since 2000 Majken Schultz has held board membership in Danske Bank, a leading Scandinavian financial group and Realdania and in COWI (2005-2011). Most recently she joined the Board of Governors at the Academy of Management. Schultz is actively involved in the Danish Business Community in a variety of networks and is a leading authority in the public debate on the importance of identity, brands and reputation and a regular commentator in Børsen and Berlingske Tidende. Dr. Schultz has published more than 50 articles and book chapters.

This is Part 1 of a two part series on Leveraging the Corporate Brand. We recommend  taking both courses together.

Description:
In these sessions we will focus on building reputation management capabilities with an emphasis on brands and customer perception. The goal is to integrate reputation management with corporate strategy. A strategic approach treats reputational difficulties as understandable and even predictable challenges that one should expect in today's business environment. As a result, companies need to learn how to manage reputational risk like any other major business issue: based on principled leadership and supported by sophisticated processes and capabilities that are integrated with the company's business strategy and culture.

Key Learnings:
- How to build reputation management with an emphasis on brands and customer perception
- How to integrate reputation management with corporate strategy
- How manage reputational risk like any other major business issue

Please note: Any materials referenced as available for download are not included in the video purchase.

Daniel Diermeier is a professor of Managerial Economics and Decision Sciences at the Kellogg School of Management, and Professor of Political Science at Northwestern University. He is director of the Ford Motor Company Center for Global Citizenship, where his work focuses on reputation management, political and regulatory risk, crisis management, and integrated strategy. He has been featured globally both in academic journals and popular media, and he is the author of the book Reputation Rules: Strategies for Building Your Company's Most Valuable Asset (McGraw-Hill, April 2011). An award-winning educator and scholar, Dr. Diermeier is an advisor to some of the world’s leading companies and has been appointed to the FBI's Management Board and is a member of the Economic Club of Chicago.

This is Part 2 of a two part series on Leadership and Governance. We recommend taking both courses together.

Description:
In these sessions we will focus on building reputation management capabilities with an emphasis on brands and customer perception. The goal is to integrate reputation management with corporate strategy. A strategic approach treats reputational difficulties as understandable and even predictable challenges that one should expect in today's business environment. As a result, companies need to learn how to manage reputational risk like any other major business issue: based on principled leadership and supported by sophisticated processes and capabilities that are integrated with the company's business strategy and culture.

Key Learnings:
- How to build reputation management with an emphasis on brands and customer perception
- How to integrate reputation management with corporate strategy
- How manage reputational risk like any other major business issue

Please note: Any materials referenced as available for download are not included in the video purchase.

Daniel Diermeier is a professor of Managerial Economics and Decision Sciences at the Kellogg School of Management, and Professor of Political Science at Northwestern University. He is director of the Ford Motor Company Center for Global Citizenship, where his work focuses on reputation management, political and regulatory risk, crisis management, and integrated strategy. He has been featured globally both in academic journals and popular media, and he is the author of the book Reputation Rules: Strategies for Building Your Company's Most Valuable Asset (McGraw-Hill, April 2011). An award-winning educator and scholar, Dr. Diermeier is an advisor to some of the world’s leading companies and has been appointed to the FBI's Management Board and is a member of the Economic Club of Chicago.

The way to develop and sustain a reputation for trust is for firms to be trustworthy. In this session we review cutting edge research and best practices for diagnosing and improving organizational trustworthiness.

Kery Learnings:
- To develop an understanding of how to diagnose and manage trust using the 10 factor decision to trust model
- To learn how an organization can consistently display six key factors that stakeholders look for in assessing organizational trust
- To learn best practices in embedding the elements of trustworthiness in the DNA of the firm
- To develop approaches for measuring and continually improving trust and trustworthiness in the organization
- To learn the role that leadership and culture play in engineering the trustworthy organization

Dr. Robert Hurley is a Professor at Fordham University and President of Hurley Associates. Dr. Hurley consults with organizations on leadership development, top team development, coaching, managing transformational change, developing and implementing strategies to maximize customer value. He has been a core faculty member in Columbia Business School's High Impact Leadership Program for the past 20 years. Dr. Hurley has a B.S. from Fordham University and earned his M.B.A. at the Wharton School. While at Wharton he served as a Senior Consultant at the Wharton Entrepreneurial Center. Dr. Hurley received his doctorate from Columbia University. He has published over 30 articles or book chapters. His work has appeared in the Wall Street Journal, Financial Times, California Management Review, and Harvard Business Review.

Description:
This session focuses defining what constitutes a "crisis" and the strategies that exist for dealing with them. We begin by exploring characteristics of effective crisis management efforts that include placing a high value on issues management, distinguishing "planning" from "the plan", and following best response practices, including assessment and evaluation throughout. We also explore how to create a "Crisis Response Framework", and how to monitor corporate responses.

Key Learnings:
- What constitutes as a crisis and what strategies exist for dealing with them?
- Explore the characteristics of effective crisis management
- Explore best response practices and learning to create a "Crisis Response Framework"

Dr. Irv Schenkler is a Clinical Associate Professor and the Director of the Management Communication Program at New York University's Stern School of Business. He has been in these roles for over 30 years. Professor Schenkler teaches courses in management communication, corporate communication and crisis communication. Professor Schenkler has been published in many journals including SternBusiness, Human Resource Management, and Corporate Reputation Review. His book, Guide to Media Relations, was published by Prentice Hall in July, 2004. He has been a member of the editorial review board of the Journal of Business Communication.

Description

This session helps managers understand the challenges of managing corporate reputation during a crisis. Emphasis is placed on the trade-offs associated with managing multiple reputations, different crisis response strategies, and their varying effects on public perceptions.

Learning Objectives

- To understand crisis types and how they affect corporate reputation

- To understand crisis strategies and how they affect corporate reputation

- To understand how corporate reputation affects perceptions of a crisis and the firm’s strategies

- To understand contingent factors of crisis and reputation management

Key Learning Topics 

- Reputation is a perceptual asset. It matters what stakeholders think about a company.

- Corporate reputation can serve as a benefit and a burden to a firm. Knowing how to manage it is a challenge in a crisis.

- A firm’s multiple reputations may complement or compete with each other.

- Managing multiple reputations can be a challenge in a crisis.

- Effective crisis management focuses on reputation as an outcome and antecedent.

- Crises are complex events that involve multiple stakeholders and multiple responses that may be difficult to provide.

- There are two competing goals of crisis management: minimizing losses and mobilizing resources. It’s difficult to do both simultaneously. There are trade-offs for each.

Dr. Mike Pfarrer is an associate professor of strategic management in the Terry College of Business at the University of Georgia. He received his Ph.D. from the University of Maryland. His research focuses on external perceptions of firm behavior and how the firm manages these perceptions to create value. His specific interests include corporate reputation and celebrity, corporate communications and crisis management, media coverage of corporate behavior, and the role of business in society.

Dr. Pfarrer’s research has been published in several leading journals, including the Academy of Management Journal, Academy of Management Review, Journal of Management Studies, Organization Science, and Organizational Research Methods. He is an incoming Associate Editor at the Academy of Management Review and a former editorial board member of AMJ, Org. Science, and SMJ; a research fellow at the Oxford Centre for Corporate Reputation and a member of the Reputation Institute; and a member, organizer, and webmaster of a community of content analysis scholars. His Content Analysis Workshop, held annually at the Academy of Management Annual Meeting, is in its 6^th year. 

Description:
The purpose of this session is to develop strategies for capturing the opportunities inherent in crises and other sweeping forces of change that are inevitable for all organizations. Specifically, the session offers strategies for turning lessons learned in conditions of risk and crisis into possibilities for renewing the organization’s reputation. Participants are exposed to the underlying theoretical frameworks linking reputation and renewal. Proactive approaches to reputation renewal as well as advice for leading organizations through crisis to renewal are provided.

Key Learnings:
- How to rebuild or renew reputation through renewal
- How to turn lessons learned during risk and crisis to change an organization's reputation
- What are proactive approaches to reputation renewal?

Timothy L. Sellnow is professor of Communication and Risk Sciences at the University of Kentucky where he is Associate Dean for Graduate Studies in Communication and teaches courses in risk and crisis communication. Dr. Sellnow’s research focuses on bioterrorism, pre-crisis planning, and communication strategies for crisis management and mitigation. He has conducted funded research for the Department of Homeland Security, the United States Department of Agriculture, the Centers for Disease Control and Prevention, and the Environmental protection Agency. He has also served in an advisory role for the National Academy of Sciences and the United States Geological Survey. Dr. Sellnow currently serves as theme leader for the risk communication division of the National Center for Food Protection and Defense, a Department of Homeland Security center of excellence. He has published numerous refereed journal articles on risk and crisis communication and has co-authored five books on risk and crisis communication. Dr. Sellnow’s most recent book is titled, Theorizing Crisis Communication.

Description:
The purpose of this session is to develop an understanding of how crisis communication can be utilized to protect reputations during a crisis.  The session begins by drawing a distinction between traditional and social media crises.  Each type of crisis is explored in greater detail to understand the value crisis communication can add to reputation protection.  The important factors that influence the effectiveness of crisis in various crises are explained.

Key Learnings:
- What are traditional crises?
- What are social media crises?
- How can crisis communication be used to protect reputations?

Dr. W. Timothy Coombs is s Professor in the Nicholson School of Communication at the University of Central Florida.  He is a pioneer in bringing an evidence-based approach to crisis communication.  His Situational Crisis Communication Theory (SCCT) has been empirically tested and its tenants serve to guide crisis managers in their strategic use of crisis communication.  SCCT uses reputation as one of its key outcomes for crisis communication.  He has written a number of books, chapters, and articles on the topic of crisis communication.  Dr. Coombs has also been invited to present his ideas and insights into crisis communication by governments and businesses around the world including Belgium, Singapore, Estonia, Sweden, Hong Kong, South Korea, Norway, and Indonesia.

Description:
This session investigates the role of organizational learning in crisis management, the barriers to organizational learning, and how establishing a knowledge management system and a mindful learning culture can help organizations become more resilient to crises.

Key Learnings:
- Understand the barriers to organizational learning
- Know how to establish a knowledge management system
- What is mindful learning and how can organizations become more resilient to crises?

Shari R. Veil, MBA, Ph.D. is the director of the Division of Risk Sciences and assistant professor of communication at the University of Kentucky College of Communication and Information. She coordinates research, funding, education, and training programs specific to risk and crisis communication and teaches courses in risk and crisis, organizational, and mass communication. Her research interests include organizational learning in high-risk environments, community preparedness, and communication strategies for crisis management. Her work has been funded by the United States Department of Agriculture, Environmental Protection Agency, Natural Hazards Center, and the Department of Homeland Security’s National Center for Food Protection and Defense and National Center for Risk and Economic Analysis of Terrorism Events. She has also been widely published in various journals.  Dr. Veil also serves on the executive board of the Lexington-Fayette County Local Emergency Planning Committee and is a member of the Community Emergency Response Team.

Description:

This session helps managers understand the interdependent roles of organizational reputation and organizational identification during negative events and explores the strategies managers can use to mitigate adverse effects of negative events.

Key Learnings:

- To understand the role of reputation during negative events

- To understand how organizational identification affects stakeholders’ perceptions

- To explore the interdependencies between reputation and organizational identification

- To identify strategies that mitigate the adverse effects of negative events

Readings:

Zavyalova, A. 2014. “Negative Consequences of Good Reputation and Positive Outcomes of Negative Events,” Socio-Economic Review, 12: 181-186.

Zavyalova, A., Pfarrer, M., Reger, R., and Shapiro, D. 2012. “Managing the Message: The Effects of Firm Actions and Industry Spillovers on Media Coverage Following Wrongdoing,” Academy of Management Journal, 55(5): 1079-1101.

Dr. Zavyalova is an Assistant Professor of strategic management at the Jesse H. Jones Graduate School of Business, Rice University. She received her Ph.D. in strategic management from the University of Maryland, Robert H. Smith School of Business. Dr. Zavyalova’s research focuses on negative events in organizations (e.g. product recalls, on-campus murders and NCAA scandals in U.S. universities, child abuse scandals in Catholic Church) and the role of media and organizational identification for stakeholder support following these negative events.

In 2011 she was a recipient of a dissertation grant from the Centre for Corporate Reputation, Oxford University. In August 2013 Dr. Zavyalova won the Oxford University Centre for Corporate Reputation Best Dissertation Award for 2013. In June 2013 the first essay of her dissertation won the Best Conference Paper Award at the 17th International Conference on Corporate Reputation, Brand, Identity and Competitiveness in Barcelona, Spain. In October 2011 the second essay of her dissertation has been nominated for Best Paper for Practical Implications Award by the Strategic Management Society. Her empirical paper on toy recalls “Managing the message: The effects of firm actions and industry spillovers on media coverage following wrongdoing” was published at the Academy of Management Journal.

Dr. Zavyalova has taught Social Entrepreneurship and Strategic Management courses.

Description:
The purpose of this session is to introduce research and evaluation of reputation based on the understanding of stakeholder expectations that contribute to reputation. The session covers the financial and non-financial data required to make reliable and valid evaluation based on rigorous methodological and statistical testing.  Participants are exposed to key drivers or antecedents, key indicators, key outcomes of stakeholder expectations, the methodologies employed and professional measurement techniques.

Key Learnings:
-  How do stakeholder expectations contribute to reputation?
- What research methods should be employed when measuring reputation?
- What are the key variables and measures associated with an “expectation view” of reputation measures?
- How should these measures be evaluated as impacts on reputation?

Don W. Stacks, Ph.D., is Professor and Director of the Public Relations Program in the School of Communication at the University of Miami, Coral Gables, FL. Stacks has written more than 150 scholarly articles and papers. Stacks has also authored or coauthored seven books on communication topics, to include the award winning Primer of Public Relations Research, the National Communication Association’s PRIDE award and was named the Measurement Standard’s “measurement tool” for 2003. His awards include the Ralph Nichols Award for research in Listening (1984); the Institute for Public Relations Research awarded Stacks its 1999 "Pathfinder Award;" the University of Miami’s “Provost’s Award for Outstanding Research and Theory” in 1999; the Public Relations Society of America named him Outstanding Educator in 2003 and the recipient of the Jackson Jackson & Wagner Behavioral Science Prize in 2005; in 1992 he was named “Outstanding Professor” by University of Miami students.  He was inducted into the PRNews Measurement Hall of Fame in 2012. 

Description:
Through this session, participants gain insight into the role of employee communications in creating internal strategic alignment. We identify specific types of communication needed to build employee support and provide participants with a detailed understanding of the process through which a company can mobilize its human assets to build a more competitive position in the marketplace.

Key Learnings: 
-How to create internal strategic alignment through the usage of employee communication
-Identify the specific types of communication needed to build employee support
-Understand the process through which a company can mobilize its human assets to build a more competitive position in the marketplace 

Please note: Any materials referenced as available for download are not included in the video purchase.

Dr. Cees van Riel is Vice Chairman and Co-Founder of Reputation Institute and Reputation Institute’s Director of the Netherlands. Dr. van Riel is also a Professor at Erasmus University in Rotterdam and the head of its Corporate Communication Centre. His most recent book is The Alignment Factor: Leveraging the Power of Total Stakeholder Support. Dr. van Riel is the author of numerous books and articles, creator of the EcQ® Alignment Monitor, and co-author with Dr. Charles Fombrun on the following books - Fame & Fortune: How the World's Leading Companies Build Winning Reputations and Essentials of Corporate Communication.

This is Part 1 of a two part series. We recommend taking both courses together. 

Description:
The alignment of people with corporate reputations and strategic advantage is critical to business success. These two sessions explore the fundamental relationship between the management of human resources, reputations and strategic advantage using employer branding as the organizing framework. 

Key Learnings: 
 - Understand how the alignment of people with corporate reputations and strategic advantage is critical to business success
- Explore the fundamental relationship between management of human resources, reputations, and strategic advantage 
- Learn how to use employer branding as an organizing framework 

Please note: Any materials referenced as available for download are not included in the video purchase.

Professor Graeme Martin (BA, MSc, MBA, PhD) is Chair of Management at the Graduate School of Natural Resources Law, Policy and Management at the University of Dundee in Scotland. He also teaches and holds/has held visiting professorial appointments at the University of Glasgow, Macquarie University in Australia, Ca Foscari University of Venice in Italy, Peking University in China, the University of Colorado in the USA and IDRAC in France. He has published widely in the fields of HRM, management and leadership and change management, including six books on HR and management. Currently he is researching into engagement and employer branding, the use of social media in HR, corporate governance and leadership, and organizational trust repair.  

This is Part 2 of a two part series. We recommend taking both courses together. 

Description:
The alignment of people with corporate reputations and strategic advantage is critical to business success. These two sessions explore the fundamental relationship between the management of human resources, reputations and strategic advantage using employer branding as the organizing framework. 

Key Learnings: 
 - Understand how the alignment of people with corporate reputations and strategic advantage is critical to business success
- Explore the fundamental relationship between management of human resources, reputations, and strategic advantage 
- Learn how to use employer branding as an organizing framework

Please note: Any materials referenced as available for download are not included in the video purchase.

Professor Graeme Martin (BA, MSc, MBA, PhD) is Chair of Management at the Graduate School of Natural Resources Law, Policy and Management at the University of Dundee in Scotland. He also teaches and holds/has held visiting professorial appointments at the University of Glasgow, Macquarie University in Australia, Ca Foscari University of Venice in Italy, Peking University in China, the University of Colorado in the USA and IDRAC in France. He has published widely in the fields of HRM, management and leadership and change management, including six books on HR and management. Currently he is researching into engagement and employer branding, the use of social media in HR, corporate governance and leadership, and organizational trust repair.  

Any professional looking for training on reputation management should begin with this bundle that includes sessions that address the most important elements of reputation management.

Sessions Included:

- The Strategic Role of Reputation Management - Kasper Ulf Nielsen

- Creating Business Value Through Reputation - Anthony Johndrow

- Valuing Reputation and Intangibles as Drivers in Organizational Value - Jonathan Low

- Leadership and Communications - Paul Argenti

- Understanding Investors' Expectations - Matt Ragas

- Corporate Branding and Business Strategy - Majken Schultz

Bundle / Purchase Details:

A preview is available for each session. After purchase, each session is available for one viewing. The viewer can pause and rewind video prior to completion. Any materials referenced as available for download are not included in the bundle/video purchase.

Understand the role of communication in Reputation Management. These sessions are focused for anyone that directs, influences, or has an interest internal and/or external stakeholder communications.

Sessions Included:

- Employees Communication Needs and Expectations - Bruce Berger

- Aligning Employees Through Corporate Communication - Cees van Riel

- Designing Message Strategies - Peter Smudde

- Relating to the Media - Craig Carroll

- Using Online Media to Build and Protect Your Reputation - Andrew Currah

Bundle / Purchase Details:

A preview is available for each session. After purchase, each session is available for one viewing. The viewer can pause and rewind video prior to completion. Any materials referenced as available for download are not included in the bundle/video purchase.

Understand the role of brand in Reputation Management. These selections are geared towards anyone that directs, influences or has an interest in brand strategy, management or execution.

Sessions Included:

- Corporate Branding and Business Strategy - Majken Schultz

- Leveraging Corporate Brand (Part 1) - Daniel Diermeier

- Leveraging Corporate Brand (Part 2) - Daniel Diermeier

Bundle / Purchase Details:

A preview is available for each session. After purchase, each session is available for one viewing. The viewer can pause and rewind video prior to completion. Any materials referenced as available for download are not included in the bundle/video purchase.

Learn the best practices in Reputation Management to influence stakeholders and gain competitive advantage.

Sessions Included:

- Leadership and Communication - Paul Argenti

- Addressing Strategic Issues: Governance and Risk - Arif Zaman

- What Drives Excellence in Financial Performance - Matt Ragas

- What Drives Excellence in Authenticity - Juan-Carlos Molleda

Bundle / Purchase Details:

A preview is available for each session. After purchase, each session is available for one viewing. The viewer can pause and rewind video prior to completion. Any materials referenced as available for download are not included in the bundle/video purchase.

This two part series with Organizational Psychologist Phil Mirvis explores the links between CSR and corporate reputation.

Sessions Included:

- Creating Value Through Corporate Social Responsibility (Part 1) - Phil Mirvis

- Creating Value Through Corporate Social Responsibility (Part 2) - Phil Mirvis

Bundle / Purchase Details:

A preview is available for each session. After purchase, each session is available for one viewing. The viewer can pause and rewind video prior to completion. Any materials referenced as available for download are not included in the bundle/video purchase.

Learn new ideas about leadership, governance and risk management for building value with stakeholders.

Sessions Included:

- Addressing Strategic Issues: Governance and Risk - Arif Zaman

- Differentiating Through Leadership and Governance (Part 1) - Brian Moriarty

- Differentiating Through Leadership and Governance (Part 2) - Brian Moriarty

Bundle / Purchase Details:

A preview is available for each session. After purchase, each session is available for one viewing. The viewer can pause and rewind video prior to completion. Any materials referenced as available for download are not included in the bundle/video purchase.

Learn to define crisis situations and explore effective crisis management to protect reputations and increase resiliency.

Sessions Included:

- Managing Crisis Situations - Irv Schenkler

- Protecting Reputations During a Crisis - W. Timothy Coombs

- Mindful Learning in Crisis Management - Shari Veil

Bundle / Purchase Details:

A preview is available for each session. After purchase, each session is available for one viewing. The viewer can pause and rewind video prior to completion. Any materials referenced as available for download are not included in the bundle/video purchase.

Learn how strategically managing your reputation can create business value for your organization.

Sessions Included:

- Creating Business Value Through Reputation Management - Anthony Johndrow

- Valuing Reputation: Intangibles as Drivers in Organizational Value - Jonathan Low

- Creating Value for Investors - Pietro Mazzola & Claudia Gabbonetta

- Creating Value Through Corporate Social Responsibility (Part 1) - Phil Mirvis

- Creating Value Through Corporate Social Responsibility (Part 2) - Phil Mirvis

Bundle / Purchase Details:

A preview is available for each session. After purchase, each session is available for one viewing. The viewer can pause and rewind video prior to completion. Any materials referenced as available for download are not included in the bundle/video purchase.

This bundle helps managers, leaders, and organizational planners make the transition from basic strategy to tactics in various communcaition channels. All sessions are presented by Ron Smith, APR, the author of four textbooks on public relations, including Strategic Planning for Public Relations, which serves as a basis for these sessions.

Sessions Include:

- Using Interpersoinal Channels of Communication

- Using Organizational Tactics

- Using News Media Tactics

- Using Advertising / Promotional Channels

- Creative Packaging of Communication Tactics

Bundle / Purchase Details:

A preview is available for each session. After purchase, each session is available for one viewing. The viewer can pause and rewind video prior to completion. Any materials referenced as available for download are not included in the bundle/video purchase.