PRP270
Reputation Management
A strong reputation is one of an organization’s most valuable assets, as well as one of its most vulnerable.
In this course, you’ll learn how to monitor public sentiment, identify risks and develop purposeful strategies to manage reputation across traditional and digital platforms. You’ll develop audience-specific messaging using tools like message maps and matrices, and practise crafting effective responses during crisis scenarios. Case studies and practical exercises will help you refine your communication skills and prepare for real-time situations when you need to respond under pressure.
By the end of the course, you’ll be ready to plan, execute and evaluate reputation management strategies that uphold organizational values and keep your brand’s voice clear, responsive and respected.
The final assignment for this course is due one week after the course ends.
Overview
Location: Online
Format: Self-paced within deadlines set by instructor
Duration: 5 weeks
Tuition: $595
Can be applied to:
Public Relations Certificate
Automatically applies to:
External Communication Microcertificate
Overview
Location: Online
Format: Self-paced within deadlines set by instructor
Duration: 5 weeks
Tuition: $595
Can be applied to:
Public Relations Certificate
Automatically applies to:
External Communication Microcertificate
Upcoming Offerings
- Thu, Sep 10 - Wed, Oct 14 (self-paced within deadlines)
- Thu, Mar 25 - Wed, Apr 28 (self-paced within deadlines)
- Fri, Jun 18 - Thu, Jul 22 (self-paced within deadlines)
Jul 01, 2026
What you will learn
After completing this course, you’ll be able to do the following:
- Anticipate potential issues and risks by monitoring public opinion
- Identify internal and external factors that can sway a brand’s reputation
- Examine and propose approaches for proactive reputation management
- Recognize ethical issues that might arise from a brand campaign
- Create audience- and platform-aligned messages to address a potential PR crisis.
How you will learn and be evaluated
- Prepare to spend 6–10 hours per week on coursework
- Expect readings and other assignments on a weekly basis
- Plan to access the course at least once every few days to keep up with your work and class discussions
You will be evaluated on:
- Assignments
- Participation in online discussions
Learning Materials
No textbook is required. We will provide all course materials online.
Technical Requirements
For online courses, you will need a computer with audio and microphone that is connected to the internet. Canvas is the online system that will be used for the course. For more information and online support, visit Online Learning.
English Language Requirements
To succeed in this course, you will need an advanced level of written and spoken English. If you are unsure whether your English language skills are sufficient, we recommend you complete the International English Language Testing System (IELTS) with the following minimums:
- Overall band score minimum 6.5
- No band below 6.0
- Writing band score minimum 8.0
Please note we can’t refund your registration fees after the course start date if you find your English language skills are not adequate.
If you have questions or concerns about your English language proficiency, we encourage you to contact your local IELTS Test Centre.