Managing External Relations and Organizational Reputation

Introduction:

In this External Relations and Reputation Management course, participants will gain crucial skills for managing an organization’s interactions with external stakeholders. Effective management of external relations is vital for building and maintaining a strong organizational reputation. This course underscores the importance of consistently delivering on promises and maintaining performance that aligns with the organization’s brand values.

Reputation is shaped by stakeholder perceptions, reflecting both past and current actions. By identifying and addressing opportunities and risks in external relations, organizations can enhance their image and uphold their values, which contributes to overall success. Mastering these competencies is essential for organizations to remain competitive in a dynamic business environment.

Objectives:

Students taking part in this External Relations and Reputation Management program will:

• Grasp Key Concepts: Understand fundamental issues, core concepts, and processes in corporate reputation management.
• Develop Practical Skills: Improve abilities to manage proactive external relations and engage stakeholders effectively.
• Understand Modern Tools: Familiarize with contemporary tools and emerging trends in reputation management.
• Create Innovative Strategies: Recognize the importance of strategic communication skills, such as analytical writing, active listening, corporate etiquette, and social graces, for building strong networks with the public.

Training Methodology:

• Interactive Workshops
• Case Study Analysis
• Role-Playing Scenarios
• Simulations
• Group Discussions
• Expert Panel Sessions
• Real-World Problem Solving
• Tool Demonstrations
• Peer Learning
• Feedback and Reflection Sessions

Course Outline:

Unit 1: Essential Ideas and Introduction

• Sample protocol etiquettes and modern uses
• Differences among corporations and countries
• The interplay between culture and protocol practices
• Guidelines for multicultural dining (French, English, Asian, and Middle Eastern)
• Key cross-cultural negotiation recommendations

Unit 2: International Protocol, Etiquette, and Diplomacy Standards

• Arranging ceremonies, receptions, and VIP events
• Checklists for seating arrangements, safety, and protection
• Specialized occasions such as royal tea ceremonies, diplomatic gift-giving, and receiving

Unit 3: Negotiations and Soft Power

• Planning international VIP encounters, including meals and dinners
• Intercultural verbal and non-verbal communication
• Etiquette in conversation
• Best practices for traditional and modern interactions

Unit 4: Political and International Etiquette

• National anthems, flag etiquette, etc.
• Differences in royal protocol between monarchies and republics
• Using media and etiquette to promote cultures
• Professional image, including formal and informal dress codes

Unit 5: Speaking in Public/Giving Speeches

• Practical skills for managing diplomatic events
• Projecting a professional diplomatic ceremonial image
• The role of networking in communication, including personal charisma and written and verbal practices
• Presentation and public speaking skills