Building Organisational Reputation: From Image to Trust

You will learn:

• understand how reputation influences the credibility of an organisation, its competitiveness, and long-term trust;
• identify key stakeholders and manage their expectations in the context of reputation building;
• distinguish between image creation and reputation management processes, and apply them in practice;
• recognise reputation-related risks and plan communication actions for their prevention;
• gain familiarity with international reputation evaluation models (Reptrak, Edelman) and understand the importance of interpreting their data for decision-making.
• apply acquired knowledge by analysing real-life cases and exploring practical solutions in the context of their own organisation.