Organizational Reputation Management (443-0-20)
Instructors
Dr. Rafael O. Matos
Meeting Info
Fisk Hall 115: Tues 3:00PM - 5:50PM
Overview of class
Strategic Reputation Management teaches how organizations must manage relationships with multiple internal and external stakeholders. These relationships are influenced by what organizations stand for and how their stakeholders perceive them. The degree to which these two areas align can be beneficial or create issues for organizations. Effective reputation management is essential to maintain organizational health and mitigate risk. The Strategic Reputation Management: Techniques for Resilience and Building Trust for Modern Organizations course examines how strategic communications can help individual and entities navigate challenging issues/contexts and achieve business goals. This course is designed to: help students determine drivers of organizational reputation; learn data-driven strategies to bolster trust and authority; apply principles of environmental scanning to identify and neutralize potential reputational threats; understand how to incorporate diversity and inclusion into reputation management practices; and explore the role of digital media in creating reputational risks or garnering organizational support.
At the conclusion of this course, students will have knowledge of how to apply different frameworks to analyze how organizations might address both emergent issues (i.e., crises, disasters), and ongoing challenges (i.e., activist movements, political turmoil). This course is designed to build directly upon theories, concepts, and frameworks introduced in previous classes, as well as integrate students' lived experiences. Students will practice their critical thinking skills through application of theoretical foundations; interactive discussions; a case-study approach; and team-based projects.
Class Attributes
Attendance at 1st class mandatory
Enrollment Requirements
Enrollment Requirements: This section is currently closed to registration. Please contact the department directly with any questions.