Description
Session 1: Fundamentals of Creating Brand Presence & Managing Positive Media Coverage
- Introduction to Corporate Reputation Management - Corporate Reputation Model - Reputation Formula
- Classic case studies regarding Brand Reputation
- Current case studies regarding Brand Online Presence - Paris 2024: Canadian women’s football team - China 2024: Nongfu Waters case study
- Case Discussion: Olympic Speed Skating
- Activity – Media Role Play 1: Sports Reporters vs Corporate Sponsors
- Reporters Mindset vs Corporate Spokesperson Mindset
- Activity - Media Role Play 2: News Reporter vs Corporate Spokesperson (non crisis)
- Activity - Media Role Play 3: News Reporter vs Corporate Spokesperson (crisis)
- Day 1 Individual Reflection
Session 2: Essential Crisis Communication Strategies for Business Leaders
- Crisis Management & Communications Theory
- Crisis Handling Process – What to do in the first 15 minutes/ 2 hours/ 1 day
- Activity – Who does what in a crisis?
- Crisis Communication Guidelines
- Holding Statement creation
- Golden Rules of Effective Crisis Presenting
- Activity – Individual Holding Statement Delivery (videotaped and peer assessed)
- Activity - Holding Statement Delivery competition
- Activity - Holding Statement creation competition (by teams)
- Day 2 Individual Reflection & future goal-setting
Dr Laurie Ann Underwood brings to this online Masterclass series more than 20 years of professional expertise in corporate marketing and communications in the US, China and France. She is the co-author of three successful business books (China CEO, China Entrepreneur, and China CEO II). A frequent business speaker as well as a seasoned marketing professor, she has spoken for Tedx Bund (Shanghai), Economist Network (Shanghai), and Conference Board. She is currently Senior Professor of Practice and Head of Marketing Management Major at IESEG School of Management (Paris).
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