Reputation Management & Corporate Branding

An Intensive 4-Day Training Course

Reputation Management & Corporate Branding

We currently have no scheduled session for this Course. If you are interested in running this course, please contact our Training Department at

Why Choose this Training Course?

Why Choose this Course?

For most businesses, their most important asset is not a building, a piece of machinery or a technology; it is their Brand reputation. Proactive brand management helps companies improve their image, can minimize the damage of unfortunate events and can increase perceived integrity.

Perception is reality, especially when it comes to your company’s image. A business will likely struggle if the target market finds it untrustworthy or fails identify with the brand. Social media has blurred the boundaries between customer service, PR and marketing. Brands can offer customers a better service by interacting with them on a more personal level, create positive PR for the brand and reach a greater audience through at very little extra time and cost. But, social media is a double edged sword opening up both risks and opportunities.

This Course will enable you to:

  • Map the dimensions of your brand and identify your key reputational assets
  • Identify reputational risks and plan to mitigate them
  • Listen to the opinions of your stakeholders and use these to drive brand development
  • Develop a focused action plan to develop your brand
  • Evaluate the effectiveness of your brand development activities

What are the Goals?

What are the Goals?

This seminar aims to enable participants to achieve the following objectives:

  • Build a framework to assess brand contribution to achieving business goals.
  • Familiarize themselves with the range of reputation management tools and match them to the needs of your business
  • Learn how to assess brand value and impact on the bottom line
  • Acquire an in-depth knowledge of the key aspects of brand vision, policy, governance and operation.
  • Learn how to manage reputational issues and develop a rapid crisis response plan

How will this Training Course be Presented?

How will this be Presented?

The seminar is fast-paced, fun and highly interactive. It will enable and encourage participation from all who attend, through a rich mixture of content input, group discussion, case studies practical exercises, video and use of the internet. Delegates will be taught how to communicate effectively with target groups and will have the chance to practice what they learn.

Daily Agenda

Day One: Introduction And Welcome: The Power Of the Brand

  • Introduction and welcome
  • Course programme, design and options
  • Opening exercise: Goal setting
  • Reputation, brand and public perception
  • Corporate identity and image
  • Touchpoint theory
  • External reputation management and the role of the media
  • Learning from the masters – world-class case studies


Day Two: The Reputation Manager’s Toolkit

  • Stakeholder mapping
  • Learning to listen constructively to your stakeholders
  • Reciprocity and Sharing of information
  • Conversations through Social Media - how to create a dialogue
  • Driving word of mouth
  • Cultivating lasting relationships
  • Delivering trust
  • The importance of honesty and integrity


Day Three: Crafting Consistent Messages

  • The importance of narrative and storytelling
  • The Message matrix/ message houses
  • Measuring emotional capital
  • Champions, opinion formers and incentivisation
  • Communications channels mapping and monitoring
  • The place of owned media, earned media and paid media
  • Cause related PR and core values
  • A crisis management toolkit


Day Four: Policies, Strategies and Control

  • Using Scenarios to map future trends
  • Understanding the network economy
  • Big Data and Data Mining
  • Assessing your brand environment and reputation
  • Developing a strategy and tactics
  • Integrating PR/Communications and marketing plans      
  • Measurement of performance: bottom line impact
  • Course review and conclusion



  • On successful completion of this training course, a PetroKnowledge Certificate will be awarded to the delegates

Frequently Asked Questions

How can I register for a training course?

  • To register online through our website, please click “Enroll Now” on the course page, complete and submit the form. A confirmation e-mail and instructions will be sent to the participant’s e-mail.
  • You may also get in touch with our Registration Team on
    +971 50 981 7386 | +971 2 557 7389 or send an email to

When and how do I arrange payments?

  • Payments can be made in USD or UAE local currency AED (Arab Emirates Dirhams) either by Bank Transfer or by Credit Card. Our Bank Account details will be provided on the invoice.
  • Course fees are payable upon booking unless a valid, authorized Purchase Order is provided and accepted.
  • Invoices will be sent via email/courier to the ID/name and address provided.
  • The course fee shall be settled prior to course start date. Corporate payments with existing payment policy shall be relayed to us in advance.

When should I expect to receive confirmation of registration?

Upon successful registration online, enrolment on the respective training course will be confirmed by Registration Team by e-mail along with the invoice and joining instruction.

Is there a discount for more than one registrant/course?

For corporate fees and group registration, please send your query to

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All rights reserved. Any unauthorized copying, distribution, use, dissemination, downloading, storing (in any medium), transmission, reproduction or reliance in whole or any part of this course outline is prohibited and will constitute an infringement of copyright.

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