Digital Reputation Management Strategies
Developing and maintaining a strong digital presence while safeguarding against risks requires strategic communication and proactive monitoring practices.
Developing and maintaining a strong digital presence while safeguarding against risks requires strategic communication and proactive monitoring practices.
This intermediate course teaches strategies for developing, managing, and protecting an organization's online reputation through social media platforms. Students will learn how to build a participatory culture, manage social media issues, respond to crises, and create sustainable online reputations. The course uses real-life case studies and simulations to provide practical experience.
4.5
(14 ratings)
Instructors:
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What you'll learn
Manage an organization's online reputation effectively
Apply reputation management principles to online issues and crises
Build a strong participatory culture to engage audiences
Understand the impact of digital age on corporate reputation
Utilize audiences as co-creators of brand stories
Navigate the changed media landscape in the digital era
Skills you'll gain
This course includes:
PreRecorded video
Graded assignments, exams
Access on Mobile, Tablet, Desktop
Limited Access access
Shareable certificate
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There are 6 modules in this course
This course provides a comprehensive overview of reputation management in the digital age. It covers key topics such as building and sustaining online reputations, creating participatory cultures, managing social media issues, and crisis response across multiple platforms. Students take on the role of a communications manager for a fictional organization, making key decisions that affect its online reputation. The course emphasizes the importance of blogs, social media platforms, and other digital channels in today's business environment. It explores how the digital landscape has changed the traditional media cycle and the broader definition of media. The curriculum also covers ethical considerations in corporate reputation management and best practices for building sustainable corporate brands online.
Corporate reputation in the digital age
Module 1
Reputation and participatory culture
Module 2
How online has changed the media cycle
Module 3
Managing reputation online
Module 4
Protecting a Reputation: when it goes wrong, crisis response
Module 5
Towards best practice reputation management
Module 6
Fee Structure
Instructors
7 Courses
Digital Communication and Transmedia Learning Expert at Curtin University
Bridget Tombleson serves as an academic at Curtin University's School of Management and Marketing, bringing over two decades of experience in public relations and communication across industry and academia. Her expertise spans digital storytelling, reputation management, media relations, and crisis management, developed through diverse roles in government, corporate, and consultancy positions both in Australia and internationally. Her work encompasses various sectors including science communication, finance, government, engineering, mining, and information technology. Currently pursuing her PhD focused on transmedia pedagogy in higher education, she combines her academic credentials - including a Bachelor of Arts in English, Master of Public Relations, and Postgraduate Diploma in Business - with practical industry experience. Her contributions to education include co-creating the "Reputation Management in a Digital World" MOOC, which was recognized as a finalist in the 2018 edX Prize
7 Courses
Public Relations and Communication Expert at Curtin University
Katharina Wolf serves as an Associate Professor in the School of Management and Marketing at Curtin University in Perth, Western Australia, where she leads the Faculty of Business and Law's public relations program. With more than twenty-five years of communication and media experience spanning Germany, Spain, the United Kingdom, and Australia, she brings both academic expertise and industry insight to her role. Her research interests encompass activism, community advocacy, civic engagement, public interest communication, and sustainability communication, earning her numerous local, national, and international awards for both teaching and research contributions. She has made significant contributions to the field through her work on digital communication, cross-cultural communication, and public relations professionalization, with her publications appearing in prestigious journals. Recently completing the CIPR Specialist Diploma in Sustainability Communications, she continues to explore innovative approaches to communication education and practice, driven by her passion for books, education, and continuous learning. Her commitment to transformative education is reflected in her current funded project examining students as co-creators of sustainability messaging, demonstrating her dedication to developing future generations of communication professionals and change agents.
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4.5 course rating
14 ratings
Frequently asked questions
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