Prerequisites

• A university degree in media, management, marketing, or a related field.
• Basic professional experience in public relations or corporate communication.

Course Description

Reputation is no longer optional—it is one of an organization’s most valuable and sensitive assets. In a world where news spreads rapidly and impressions are formed in moments, a single message or media stance can either strengthen trust or undermine it. Reputation is not built solely on what organizations say about themselves, but on how others perceive and experience them.

Course Objective

By the end of this course, participants will:
• Understand and analyze the concepts of image perception and corporate reputation.
• Diagnose the current image and identify its gaps.
• Develop integrated strategies for managing organizational image.
• Manage corporate reputation across different contexts.
• Measure performance and improve image based on data.

Course Outline

• Introduction to image perception and corporate reputation:
- The concept of image perception and the difference between identity and general impression.
- The importance of image perception in achieving strategic goals.
- Types of image perception (self-image, desired image, perceived image).
- The relationship between image perception and stakeholder trust.
- The impact of corporate reputation on performance and sustainability.

• Analyzing reality and image challenges:
- Diagnosing the current image (internal and external analysis).
- Identify stakeholders and their expectations.
- Analyze the gap between the current and desired image.
- Challenges and obstacles in building image perception.
- Manage negative impressions and rumors.

• Planning image perception and strategy development:
- Planning foundations (vision, mission, values).
- Define strategic objectives for corporate image.
- Build key messages.
- Select communication channels and their impact.
- Design an integrated image management plan.

• Managing and strengthening corporate reputation:
- The concept and dimensions of corporate reputation.
- Strategies for building and maintaining reputation.
- Ensure consistency of institutional messaging across channels.
- The role of media and public relations in shaping reputation.
- Enhance credibility and trust through communication practices.

• Measurement, evaluation, and continuous improvement:
- Key performance indicators (KPIs) for image and reputation.
- Tools for measuring perceptions and analyzing public opinion.
- Media coverage analysis and its impact.
- Prepare reports to support decision-making.
- Build data-driven continuous improvement mechanisms.

Course Benefits

• A graduation certificate by Al Jazeera Media Institute.