Public Relations

Reputation Audits

A reputation audit measures how stakeholders perceive an organisation and why. This course covers audit planning, stakeholder selection, perception research, media and online analysis, comparing perception with reality, identifying reputation gaps and producing a prioritised reputation improvement plan.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Organisations often misjudge their own reputation. You will learn to measure it objectively.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

Audit planning exercises, interview practice, media analysis and report writing.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Plan a reputation audit
Select stakeholders for research
Conduct perception research
Analyse media and online reputation
Identify reputation gaps
Produce a reputation improvement plan

Target audience

Who should attend.

This course is suitable for:

Corporate communication managers
PR consultants
Brand managers
Research analysts
Corporate affairs staff

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Audit planning
Perception research
Media analysis
Gap analysis
Improvement planning

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Reputation Audits

09:00–10:08Purpose
10:08–11:00Frameworks
11:00–11:30Coffee break
11:30–11:45Frameworks (continued)
11:45–12:53Case studies
12:53–14:00Exercise

Day 2Planning

09:00–10:08Scope
10:08–11:00Stakeholder selection
11:00–11:30Coffee break
11:30–11:45Stakeholder selection (continued)
11:45–12:53Methods
12:53–14:00Workshop

Day 3Perception Research

09:00–10:08Interviews
10:08–11:00Surveys
11:00–11:30Coffee break
11:30–11:45Surveys (continued)
11:45–12:53Analysis
12:53–14:00Practice

Day 4Media Analysis

09:00–10:08Coverage analysis
10:08–11:00Online reputation
11:00–11:30Coffee break
11:30–11:45Online reputation (continued)
11:45–12:53Benchmarks
12:53–14:00Exercise

Day 5Gaps and Plans

09:00–10:08Perception versus reality
10:08–11:00Prioritisation
11:00–11:30Coffee break
11:30–11:45Prioritisation (continued)
11:45–12:53Improvement plan
12:53–14:00Action plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon certificate of attendance. Smart Horizon programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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