CurtinX: Reputation Management in a Digital World

by Curtin University

Managing Your Online Reputation

Course Description

Welcome to "Managing Your Online Reputation," an exciting and highly relevant course designed to equip you with the essential skills needed to navigate the dynamic world of digital communication and reputation management. As a communications manager for a fictional organization, you'll dive deep into the intricacies of building and maintaining a robust online presence in today's fast-paced digital landscape.

What You'll Learn

Building and sustaining a strong online reputation
Developing a participatory culture to engage audiences
Managing social media issues using real-life examples
Crisis management across multiple platforms
Understanding the role of various social platforms in business
Applying reputational management principles to online issues and crises

Prerequisites

Basic understanding of marketing and public relations concepts
Familiarity with different online platforms
Intermediate-level knowledge of digital communication

Course Content

Corporate reputation in the digital age
Reputation and participatory culture
The changing media cycle in the online era
Managing and monitoring reputation online
Crisis response and reputation protection
Best practices in reputation management
Ethics and authenticity in corporate communication

Who Should Take This Course

This course is ideal for professionals working in or aspiring to work in:

Marketing
Communications
Public Relations
Social Media Management
Advertising

It's also valuable for business owners, entrepreneurs, and anyone interested in understanding the importance of online reputation management in today's digital world.

Real-World Applications

Developing effective social media strategies for businesses
Managing online crises and protecting brand reputation
Creating engaging content that resonates with target audiences
Implementing ethical practices in digital communication
Adapting to the ever-changing digital landscape
Building and maintaining strong relationships with stakeholders online
Enhancing career prospects in the fields of marketing, PR, and communications

Syllabus

Week 1: Corporate reputation in the digital age

Define corporate reputation and its importance
Examine the impact of the digital age on reputation management
Identify types of online reputational risks and distinguish between issues and crises

Week 2: Reputation and participatory culture

Understand participatory culture and its significance
Utilize audience as co-creators of brand stories
Develop strategies to build a strong participatory culture

Week 3: How online has changed the media cycle

Explore changes in the traditional media cycle
Examine the broader definition of "the media" in the digital age
Analyze the relationship between online and offline reputation

Week 4: Managing reputation online

Learn techniques for building a reputation through conversation and coverage
Develop strategies to protect reputation during adverse situations
Implement reputation monitoring and issue management techniques

Week 5: Protecting a Reputation: when it goes wrong, crisis response

Explore methods to embrace online negativity and criticism
Learn effective online crisis response strategies
Conduct post-crisis debriefings and evaluate responses

Week 6: Towards best practice reputation management

Examine the relationship between ethics and corporate reputation
Develop authentic communication strategies beyond the corporate voice
Compare best practices for building sustainable corporate brands online

This course is part of the CurtinX MicroMasters Credential in Marketing in a Digital World, offering a comprehensive education in this exciting and ever-evolving field.

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