Reputation Management with Alan Stevens
4.1 (15 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,991 students enrolled

Reputation Management with Alan Stevens

How to Build a Rock Solid Business Reputation, and Keep It.
4.1 (15 ratings)
Course Ratings are calculated from individual students’ ratings and a variety of other signals, like age of rating and reliability, to ensure that they reflect course quality fairly and accurately.
1,991 students enrolled
Created by Expert Academy
Last updated 10/2019
English [Auto]
Current price: $69.99 Original price: $99.99 Discount: 30% off
5 hours left at this price!
30-Day Money-Back Guarantee
This course includes
  • 32 mins on-demand video
  • Full lifetime access
  • Access on mobile and TV
  • Certificate of Completion
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What you'll learn
  • How to build and manage a reputation both online and offline
  • Recognising potential risks
  • Building a reputation from first principles
  • Monitoring your reputation
  • Dealing with threats
  • Online comments and reviews and who to respond
  • The five essential techniques of reputation management
  • A willingness to learn and take action

Your reputation can be considered as being 'what people say about when you're not listening'.

It can be said online or offline and it can be beneficial or detrimental. Understanding how to properly manage your company's reputation can be one of the most important skills to learn. It can be the difference between triumph and catastrophe.

In this course, we delve into the most important factors that make up reputation management. You will learn how best to prepare for any crises and how to deal with them when they do inevitably arise, as well as covering three famous case studies of poorly handled reputation management.

We cover 'The 5 Principles of Reputation Management':

  • Recognising Risk

  • Alertness and Monitoring

  • Positive Action

  • Responsiveness

  • Being the Best

By the end of the course you will have a full understanding of how to build a comprehensive reputation management strategy for your company and to be well positioned to deal any reputational crisis.

Who is Alan Stevens?

Alan has decades of experience helping some of the world's best known brands react to adversity in the public eye, and getting them out untarnished. When crises inevitably happen, Alan is the person that many of the world's best known CEOs call to help them save their company's reputation.

As well as dealing with corporate public relations, Alan has been speaking professionally, on and off stage, for about 40 years. He has written a number of books on the subject, the most recent titled 'The Exceptional Speaker'. He is the most decorated public speaker in the world, having won more awards than any other speaker. During his career he has worked with thousands of people and blue chip companies to help them improve their presentation skills.

Testimonials “Alan, most of the time it is hard to get honest replies from people about the content of my communication, and how I can become better at what I do. Thank you very much for your professional advice and help – I really appreciate it.” – Dame Tanni Grey-Thompson, The UK’s most successful Paralympic athlete

Who this course is for:
  • Anyone who needs to have a good and long-standing reputation, whether in business or personally.\
Course content
Expand all 13 lectures 32:20
+ Introduction
1 lecture 03:21

In this opening lecture Alan explains what we mean when we discuss the term 'reputation'. He goes onto explain that we can think about it as 'what people say about you behind your back'.

Preview 03:21
+ The 5 Principles of Reputation Management
5 lectures 10:18

Alan explains how important it is to understand the different types of risk that you should be aware of, whether they be offline or online. In order to be properly prepared to minimise reputation damage you must have an understanding of the potential damage that can be caused by anyone that your business comes into contact with.

Preview 02:15

Another key element of reputation management is being alert to any and all mentions of your business in the public eye. There are various tools at your disposal that can help you keep on top of any mentions, and thus allow you to act quickly in trying to minimise any potential fallout.

Preview 02:12

If you've spotted a risk, then you have to actually do something!  It's important to make a decision about which risks to deal with and which to leave. Either way, the key here is that you have to be proactive in your handling of all new potential issues that your company may face.

Preview 02:08

Following on from our previous lesson on 'Positive Action', Alan now explains why it is also important to respond to threats in a timely manner. It's important not just to say the right thing, but to also say it at the right time. TIming can make all the difference when managing reputation.

Preview 02:18

When dealing with potential complaints or issues it is always better to over deliver and to go beyond what is expected. If you surprise people by how well you deal with reputational threats then you can actually boost your reputation.

Being the Best
+ Case Studies
3 lectures 07:21

In this lecture Alan uses the rather unfortunate case of Ratner's Jewellers to illustrate how quickly a company can crumble because of reputational damage.

Case Study - Ratners

In another example of poor reputation management, Alan describes how Nestlé had a PR nightmare when trying to launch their social media channels. Nestlé underestimated quite how important their channels were and how quickly the tide can turn against them if they do not respond in a measured way when things get tricky.

Case Study - Nestlé

To finish off this section on poorly handled reputational crises, Alan tells us the story of how a young musician turned his unfortunate experience with United Airlines into a hit song. Probably not one that the bosses at United would like to remember though! 

Case Study - United Airlines
+ Offline vs Online
2 lectures 05:36

Offline issues are those that involve print, radio and TV. Alan discusses how important it is to be knowledgeable of things such as 'news cycles' so that you can be ready to respond when necessary.

Offline Reputation

Whereas in the offline world you might need a 3rd party editor or manager to go through, in the online world you can respond directly. This has certain associated advantages and disadvantages. You need to think very carefully about how to respond online. Alan describes how it is important to have an emotional response if someone has had a problem. Always empathise and do your best to see it from their point of view.

Online Reputation
+ Reputation Strategy
2 lectures 05:44

It's all well and good having knowledge of good practices but it can be for nothing if not put into practice properly. Here, Alan describes how important it is to make sure that your company has a carefully considered reputation management strategy document.


In this final lecture, Alan summarises what we've learned on the course and offers his final thoughts.

Summary and Action Plan