Opening Session
Presentation
Course details
Presentation of attendees
 

The New Reputation Landscape

• Workshop overview and introduction
• How social media impacts corporate reputation
• Online reputation management challenges, opportunities and prerogatives
• Online risk and reputation management framework

Discussion:
Online risks and reputation in the UAE and the Middle-East

Identifying & Assessing Online Reputation Risks

• Overview of an Online Vulnerability Audit
• Tools and techniques for identifying and assessing external and internal online reputation risks
• How to identify and map online stakeholders and influencers
• How to rank and prioritise reputation risks online

Exercise:
Assess reputation risks online
 

Preparing Online Defences

• Best practice online/social media governance: structure, systems, policies, processes, resourcesOnline/social media risk monitoring: types of tools, strengths/weaknesses, best practices
• Metrics and formats for leadership reporting
• Must-have reputation management and online/social media channels and tools

Discussion:
Persuading leadership to invest in online reputation
 

Developing and Testing a Social Media Incident & Crisis Response Plan

• Must-have elements of a Social Media Incident & Crisis Response Plan
• Key considerations when developing first response, notification and other important protocols
• Introduction to proprietary integrated Incident/Crisis Response framework
• Ways to stress-test your Social Media Incident & Crisis Plan and team

Discussion:
Common social media incident & crisis response plan vulnerabilities
 

Managing Incidents Online 1

• When and how to respond to fast escalating customer and activist-driven incidents online
• Common incident and crisis response pitfalls
• Criteria for assessing and responding to customer incidents online
• Strategies for responding to customer incidents online

Exercise, evaluation & discussion:
Respond to two customer incidents online
 

Managing Incidents Online 2

• When and how to respond to employee and marketingdriven incidents online
• Criteria for assessing employee incidents online
• Strategies for responding to employee incidents online

Exercise, evaluation & discussion:
Respond to two employee incidents online
 

Responding to a Breaking Crisis:
Data Breach
Exercise:
Participants break into teams and respond to one (or more) data breach scenario(s)
Evaluation and discussion of teams’ crisis responses
 

Responding to a Deepening Crisis:
Data Breach
Exercise:
Participants break into teams and develop an integrated crisis communications plan
Evaluation and discussion of teams’ crisis responses
Discussion: How to rebuild trust after a data breach
 

Closing Remarks & Certificate Distribution