Mitigating RiskOnline Reputation

Management

Purpose

This short course is intended for those responsible for:

• Risk /Crisis Management• Corporate Affairs• Corporate Governance• Compliance• Investor and Stakeholder Relations• PR, Corporate Comms and Branding• Marketing and Advertising• Organisational Behaviour

What is Reputation Risk?

• Reputation risk is the risk that presents itself when a product, activity, or posture by an organisation or its members smears the brand and image of the company locally or internationally.

• Loss of confidence by key stakeholders in the companies long-term ability to fulfill its goals and objectives.

Sink or Swim?

• Your reputation is everything. It drives your customers to buy products, it assists your suppliers and empowers your employees.

• Most of all it creates brand advocates that live and breath your company.

Four Major Risk Area’s

• Strategic

• Operations

• Finance

• Compliance

Understanding Reputation

• What is Reputation?

• What drives reputation?

• Opportunities and threats?

• What are the impacts of a crisis?

• Building a business case for a systematic approach to online reputation management.

Reputation Risk• How does online reputation risk develop and manifest?

• How does this impact the business?

• Four ways how to define, analyse and mitigate risk.

• The importance of social media reputation policies.

Case StudyWhat makes reputation vulnerable.

• BP Deep Water Horizon

• Queensland Police

• Qantas

Online Assets

What are the consequences of not owning your online assets?

• Twitter

• Facebook

• YouTube

• Tumblr

Associated press Tweet that took down wall street.

Mitigating Reputation Risk

• Analysing Reputation Risk.

• International best practice to mitigate and respond to risk.

• Practical tips to predict and counter reputation risk before any damage is done.

Measuring and Monitoring

• Why measure and monitor?

• Early warning systems and Indicators?

• Tools such as Hootsuite are essential in order to monitor brand sentiment.

Reputation Incident & Management• Business continuity in the event of a crisis.

• The importance of getting on the front foot.

• How to respond to a crisis event.

• The importance of crisis communication plans.

• Dealing with stakeholders and media.

Framework

• Three building blocks for developing a reputation risk framework, Monitor Analyse, Respond.

• The controls necessary to mitigate reputation risk.

• Design and implement Reputation risk management framework – a tool to govern the strategies, protocols and procedures to protect reputation.

Protection and Defence

• Corporate Governance.

• Organisational Behaviour.

• Being vigilant.

• Reporting.

• Do’s and don’ts of working with stakeholders such as the news and media.

Advocacy• How to create, protect and repair online reputation.

• Develop online advocates.