Day one focuses on reputation creation and management. Beginning with definitions of corporate reputation and an insight into reputations of global businesses, the day continues with a practical framework for corporate reputation creation. Within this section, delegates have the chance to apply analytical tools and mapping techniques to their own businesses. The concepts of story-telling and key messages are explored as the foundation of corporate reputation before examining the tactics and structure best suited to communicating with key stakeholder groups. The day concludes with a discussion about the role of leaders in reputation management and an extended case study to tie together all elements of the first day.

Day two focuses on reputation protection in the light of high profile crises which affected global businesses such as BP, Toyota and Apple in 2010. All businesses face issues, whether environmental, safety, labour relations, health or regulatory. The day begins with a practical step by step approach to identifying, monitoring and managing issues, before moving on to the topic of crisis management. Delegates learn the key actions they must take to prevent and plan for the crises that could harm their corporate reputation. They then hear about the principles of effective crisis handling and have the opportunity to apply these techniques in a realistic scenario. The day finishes with insights into an area which poses a new threat to corporate reputation, social and online media.