Reputation on Purpose

A Primer for Strategic Reputation Management

Reputation is an organization’s most valuable intangible asset. And yet, in a connected world where information is rapidly exchanged and interpreted, reputations are at their most fragile.

Organizations, their leaders and their employees, have a reputation whether it is intentional or not. Reputation management starts as a C-Suite accountability but its success requires commitment, awareness and alignment to corporate values and business goals throughout every function and level of the organization.

When strong organizational effectiveness is coupled with best practice communications management, the resulting combination is an authentic and resilient brand.

See the big picture: This one-day course will connect the dots between management functions like business strategy, governance and corporate culture with communication and stakeholder relations management. Gain insight into the concepts and principles required to build an authentic organizational identity that will build positive relationships and help your organization succeed in today’s complex political-business climate.

Learning outcomes

Through this course, you will be introduced to concepts and tools to:

  • Manage within: Connect your organization’s vision, values and business strategy to  communications, processes and behaviours across the company to effectively contribute to corporate reputation;
  • Learn how industry trends and global events can inform customer and stakeholder expectations and affect your organization’s reputation and trust in your brand;
  • Create thought leaders (or become one yourself) to strengthen personal brand and add value to the organization;
  • Learn how you can leverage your organization’s social media policy and code of conduct to empower employees (and yourself) to build an online or community ambassador program; and
  • Connect traditional and online activities to strengthen the quality of your relationships, expand your network and strengthen the relevance of your brand.

Take-aways: The best protection in today’s quickly-evolving environment is an understanding of the business climate and the reputation management principles and the tools to manage through it. This course will provide rich discussion of reputation drivers and attributes. Throughout the day, participants will consider current case studies and how to apply the concepts directly to their own company’s unique reputation needs.


Jacquie Hoornweg, MCM, ABC

Connecting practice with purpose.Jacquie Hoornweg is managing partner of a communication, public affairs and policy consultancy working in the energy and urban infrastructure sectors,...
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  • Dates and Fees

    NEW DATE:  Thursday, May 2, 2019

    8:30am – 4:30pm

    $825.00 + HST

    $750.00* + HST  when registering for 5 courses to earn a Certificate of Completion
    *Registration for all 5 courses must be done in the same transaction.

    All meals and parking are included.

    Cancellation Policy

    Payment Policy

    Contact us for information about funding options.
  • Who Should Attend?

    The course is ideal for organizational leaders, department managers, team leaders and individual contributors as well as small to medium business owners who want to lead or contribute positively to their company’s reputation while building their own professional brand.

  • The Setting

    Classes are held at the:

    DeGroote School of Business
    Ron Joyce Centre
    4350 South Service Road
    Burlington, ON
    L7L 5R8

    The Ron Joyce Centre is easily accessible from the QEW and Go train service.