Introduction

An organization reputation is its greatest asset and risk in today’s knowledge economy.

A favorable reputation benefits an institution, because it contributes to an institution becoming the first choice of customers, investors, suppliers and employees. It also helps enhance competitive advantage, by differentiating the company in the marketplace. A favourable reputation with customers creates a degree of brand equity, since people are more likely to be loyal to reputable companies. Similarly a favourable reputation with employees can help attract better staff, spur productivity and enhance profitability.

This reputation is derived from the way stakeholders perceive the organization, how they think, feel or act towards it. It is therefore vital that organizations interested in developing and building their reputational capital; pay careful attention to how they are perceived and; that they manage the relationships with their various stakeholders like a strategic resource.

Stakeholders offer organizations both opportunity and threat. For instance if an institution has a good reputation with stakeholders they may give the organization more latitude to operate. On the other hand a poor reputation with the regulators may result in laws being passed that can make it more difficult for an institution to operate.

What international research have shown is that there is a lot that organizations can do to positively influence the process of creating good images in stakeholders minds. Building positive and lasting relationships should be a key organizational function and strategy.

The management of and interaction with stakeholders therefore needs careful attention if an organization wants to maximize its opportunities and minimize threats in dealing with stakeholders.

Course Overview

This 2 day training course is the only one of its kind in Southern Africa. It was developed to bridge the gap between stakeholders and organizations wanting to develop and enhance their reputations.

Since its inception in 2006, the Stakeholder Reputation Master Class has received many accolades and became established as the must-attend course for industry experts looking to share best practices about stakeholder management and building company reputation.

This 2 -day course shows business leaders and managers how to establish and maintain positive, mutually beneficial stakeholder relations and comply with Section 8 of the King Code 3 on Corporate Governance.

It examines amongst many things the steps, hints and practices necessary to build lasting collaborative relationships, which should ultimately result in a better reputation.

Based on a synthesis of ideas from community relations, marketing, strategic communication, reputation and stakeholder management, organizational change, sustainability and CSI thinking, it offers an integrated framework, as well as practical tools for developing new kinds of collaborative relationships.

“Any organization that values its good name, integrity and trust in it by their stakeholders must remain aware and up to date of who their stakeholders are, and what their changing needs and preferences are´ said Deon Binneman, course facilitator.

This course will take the delegate from theory to practice, offering the opportunity to question and pre-plan for better reputation management practices and stakeholder management in their organization. It also contains best practice to develop and implement a stakeholder reputation management engagement & communications plan.

Learning Outcomes

At the end of the course delegates will:

• Understand the what, how and why of effective stakeholder reputation management
• Understand why and how reputation is derived from the way an organization is perceived by its various stakeholders
• Be able to make a business case for enhanced reputation management practices and stakeholder management in the organization.
• Understand the benefits and some of the pitfalls in dealing with stakeholders
• Have developed ideas for a practical and systematic approach to dealing effectively with the overwhelming demands and expectations of stakeholders.
• Be able to develop a robust stakeholder engagement & communications plan for the institution
• Leave the course with specific ideas and action steps that will improve their sense of personal and professional focus and control and which will have a profound impact on the way their organization is viewed by stakeholders.
• Have gained exclusive insight into what has worked for other organizations and learn about international best practices when implementing stakeholder management frameworks and strategies.
• Be able to explore new ways and emerging ways that can help deliver on the promise of building, sustaining and protecting an organization’s reputation

Contents
Here is a partial list of what will be covered:

• Stakeholder Profiling – The Identification of key stakeholders. How to determine which groups or persons are vital and under which circumstances
• Identifying Stakeholders’ needs, issues and concerns
• Stakeholder engagement: Practical methods. Overcoming conflicting agendas. Tools for promoting a consistent, open, balanced dialogue
• Stakeholder Feedback & Inclusion methods
• Current approaches to stakeholder assessment, measurement and reporting including a discussion on Stakeholder Metrics.
• Involving stakeholders in decision making processes and generate trust and improved relationships amongst stakeholders
• Developing and implementing a Stakeholder Management plan for the organization- Tips and structures
• Stakeholder Communication – The importance of developing a strategic communications plan
• Exploring ways to enhance relationships with various stakeholders – targeting the media, employees, customers, suppliers, government and activists

Recommended Participants

This course is ideal for those executives and managers responsible for managing corporate reputation and business relationships as a strategic resource. It will be of particular relevance and use to:

• Stakeholder Relations Managers
• Corporate Affairs, Corporate Communication & Public Relations Managers and practitioners
• Marketing, Customer Service, Channel and Supply Chain Managers
• HR & other staff experts responsible for relationship management with stakeholders
• CEO’s, CFO’s, Executives and Managers who are required to handle reputation and stakeholder matters

This is what some of the delegates that have attended the Master Class had to say:

Dr. Amani Saidi, National Research Foundation – The course was extremely relevant to the stakeholder function, was well-structured and effectively delivered by the facilitator. The high level of people that attended, and the high level of class discussions enriched the course further, plus the course was competitively priced, such that it is greater value for money.

Juliet Mathebula, Marketing Manager, Standard Bank – It is a must for any communications, marketing, Human resource, project manager, organizations …… the list goes on and on. It really gives one an edge when put what we have learned in practice. I have applied this since coming back and I have seen an increase in my relationship with the specialists who support my projects inspired to act, I have increased my rapport with them, they are going an extra mile for me as I have focused on them not me. Some of the tools I already knew however I was not applying them intelligently. You have really opened my mind to think broadly and it reinforces better planning. It helps you to connect, create meaningful bonds as you will know what each stakeholder need to know – you share what they need to know, using the right media and at the right time. You are also able to anticipate possible areas of resistance/issues and deal them upfront. If this is the only career investment I make this year, then the money is well spend .

Seija Tyrninoksa; Country Representative for South Africa; International Federation of Red Cross – Thank you for the opportunity to participate in your inspiring course this week! The dynamism, the opportunities, the emphasis on the importance on careful research, friendly and caring approach for the care of various stakeholders – the summary of the framework you presented for addressing stakeholder management was all very relevant and confirmed my personal believes and practice in the past in relation to our stakeholders with whom we are working in our field.

See other reviews 

Duration

Total Course duration: 2 Days: 8.30 – 5.00pm

Fees

R7650 exc. VAT per delegate (Payable within 5 days of date of invoice)
R8950 exc. VAT per delegate (Pricing for organizations who pay 5 – 30 days plus)
R6150 exc. VAT per delegate – NGO’s and Associations
R6750 exc. VAT for three delegates or more from the same business unit

2012 Dates – Please visit the Events page for the latest updated schedule.

How to Register:

Payment must be received PRIOR to attendance. Fees include handouts, meals, and refreshments, secure parking and benchmark information and top notch facilitation.

If you are interested to attend, please note that places are on a first come, first-served reserved basis as only a limited number of participants are accommodated each time.

To register: Call 011 475 3515 or e-mail reputationeducation@icon.co.za for a registration form or download form.

If you are really keen to enhance your stakeholder and reputation management competencies, then enroll for the next class by completing a registration form and faxing it to 0866 129 566. I will then send you the tax invoice for settlement.

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