Reputation management and reputation repair
The course includes the following topics:
- Reputation as concept and phenomenon
- Organizational identity
- Strategies to manage and defend reputation
- Reputation management as auto-communication
- Communication media
- Challenges and paradoxes
The course is suitable for managers and personnel working with information, communication and HRM in companies, public organizations, as well as in cultural institutions. The goal is to provide students with knowledge about reputation as a concept and phenomenon and about why today's organizations are concerned about their reputation, strategies for reputation management, strategies for defending the organizational reputation, as well as some of the challenges and paradoxes of reputation management etc.
Applicants must fulfill the following criteria in order to qualify for admission to the course:
Bachelor degree of 3 years' duration (180 ECTS), equivalent to a Norwegian Bachelor degree, with an average grade of C, and a minimum of 2 years of relevant work experience.
Knowledge
The student has knowledge of:
- Different approaches to reputation and organizational identity, as well as the prerequisites and consequences of different perceptions of organizational identity.
- Ideas that can be understood on the basis of the overall reputation trend, such as in-depth knowledge of CSR (organizations' social responsibility), verbal and visual identity expressions, as well as the various phases of a reputation process.
- Reputation defense strategies (crisis communication), and can discuss their relevance in different situations.
- The challenges associated with reputation management, especially in relation to public sector organizations.
Skills
The student can:
- Apply theories about reputation and reputation defense in own analyzes and identify possible measures based on these.
- Point out the conditions for and consequences of various instruments for reputation management on the basis of own analyzes.
- Analyze existing theories and methods in the literature on organizational reputation, and acquire up-to-date knowledge of the subject's sub-theme.
Competence
The student can:
- Facilitate reputation analyzes, projects and strategies.
- Make a critical assessment of reputation measures, instruments and measurements.
- Apply their knowledge and skills to new projects and contribute to greater awareness of the effects of reputation projects, externally and internally.
- Communicate the subject's theories and issues, as well as participate in discussions based on own and others' research.