Stakeholder Reputation Management

SCHEDULED PUBLIC DATE: 16 – 17 September in Johannesburg/ To be repeated 25 – 26 November

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A favorable reputation benefits an institution, because it contributes to an institution becoming the first choice of customers, investors, suppliers and employees. It enhances competitive advantage, by differentiating the company in the marketplace. A favorable reputation with customers creates a degree of brand equity, since people are more likely to be loyal to reputable companies. Similarly a favorable reputation with employees can help attract better staff, spur productivity and enhance profitability.

This reputation is derived from the way stakeholders perceive the organization, how they think, feel or act towards it. It is therefore vital that organizations interested in developing and building their reputational capital; pay careful attention to how they are perceived and; that they manage the relationships with their various stakeholders like a strategic resource.

Stakeholders offer organizations both opportunity and threat. For instance if an institution has a good reputation with stakeholders they may give the organization more latitude to operate. On the other hand a poor reputation with the regulators may result in laws being passed that can make it more difficult for an institution to operate.

What international research have shown is that there is a lot that organizations can do to positively influence the process of creating good images in stakeholders minds. Building positive and lasting relationships should be a key organizational function and strategy.

The management of and interaction with stakeholders therefore needs careful attention if an organization wants to maximize its opportunities and minimize threats in dealing with stakeholders.

Course Overview

This 2 day training course is the only one of its kind in Southern Africa. It bridges the gap between stakeholders and organizations wanting to develop and enhance their reputations.

Any organization that wants to enhance its reputation amongst its stakeholders will have to address the following strategic questions:

  • Who are our stakeholders?
  • What are our stakeholders’ stakes?
  • What opportunities and challenges do stakeholders present?
  • What economic, legal, ethical, and social responsibilities does our organization have towards our various stakeholders?
  • What strategies or actions should we take to best manage stakeholder challenges and opportunities?
  • Do you have a system for managing relationships with stakeholders?
  • How do you measure results? What metrics do you use to assess and gauge stakeholder relationships?
  • In a crisis how quickly can you communicate with your relevant stakeholders?
  • Do you know the various methods to engage with stakeholders and when not to use it?
  • Can you state how much you are spending on each stakeholder group and what your ROI is?
  • Have you developed a set of rules and practices on how best to manage the process of building stakeholder reputation with each stakeholder group?

Since its inception in 2006, the Stakeholder Reputation Master Class has received many accolades and became established as a must-attend course for stakeholder managers looking to gain best practices about stakeholder management and building company reputation.

The course takes the delegate from theory to practice, offering the opportunity to question and answer the above-mentioned questions and pre-plan for better reputation management practices and stakeholder management in their organization. It provides guidance on how to best develop and implement a stakeholder reputation management system and engagement & communications plan and includes a dedicated look at communication, engagement, relationship building and reputation enhancement practices.

This 2 -day course also shows business leaders and managers how to establish and maintain positive, mutually beneficial stakeholder relations. It examines amongst many things the steps, hints and practices necessary to build lasting collaborative relationships, which should ultimately result in a better reputation.

Not only does it explore international best practice approaches to Stakeholder & Reputation Management but it assists organizations to comply with Section 8 of the King Code 3 Guidelines on Corporate Governance. The King 3 Code on Corporate Governance makes specific mention of stakeholder inclusivity (i.e. that the legitimate interests and expectations of stakeholders are considered when deciding in the best interests of the company), stakeholder identification and determination of expectations and needs, the proactive management of stakeholder relationships, and that management should develop a strategy and formulate policies for the management of relationships with each stakeholder grouping.

Based on a synthesis of ideas from community relations, marketing, strategic communication, reputation and stakeholder management, organizational change, sustainability and CSI thinking, this course offers an integrated framework, as well as practical tools for developing new kinds of collaborative relationships.

“Any organization that values its good name, will proactively build and manage relationships with its key stakeholders. Many believe they do, but research often shows gaps and opportunities for strengthening the ties that binds organizations and stakeholders together,” said Deon Binneman, the course facilitator.This course offers opportunities to strengthen those ties.

What You Will Learn

  • The Business Case for Effective Stakeholder Management;
  • About the impact of stakeholder management on the reputation of the institution;
  • Why the King Code 3 advocates a stakeholder-inclusive approach and strategy;
  • All about Stakeholder and reputation management best practices from around the Globe;
  • The Principles and Phases of Stakeholder Management;
  • To understand the organization in the context of stakeholder management;
  • How to prepare for and carry out Stakeholder Profiling & Research;
  • How to develop an appropriate Stakeholder Management strategy based on relevance and prioritization;
  • How to create the Stakeholder Reputation Management components -planning, organization, communications and engagement strategies;
  • The importance of Stakeholder Identification & Research – Information Collection & Database maintenance;
  • How to embed Stakeholder & Reputation Management thinking in the culture of an organization;
  • The benefits of improved stakeholder relationships, and the value of a Stakeholder Management system and its impact on corporate reputation;
  • The resource requirements for an effective Stakeholder Reputation management framework, and
  • How to use engagement, relationship building tactics and communication methods and tools to build and maintain a favorable reputation with stakeholders and comply with the King 3 Code of Corporate Governance.

If you’re responsible for ensuring that your organization maintains a favorable reputation and relationships with its stakeholders – this course covers all the key steps for your stakeholder management arrangements.

Book your place on this practical & informative course today by sending either an e-mail to reputationeducation@icon.co.za or phoning 27 011 4753515 or 083 4254318

Learning Outcomes

At the end of the course delegates will:

  • Understand the what, how and why of effective stakeholder reputation management
  • Understand why and how reputation is derived from the way an organization is perceived by its various stakeholders
  • Be able to make a business case for enhanced reputation management practices and stakeholder management in the organization.
  • Understand the benefits and some of the pitfalls in dealing with stakeholders
  • Have developed ideas for a practical and systematic approach to dealing effectively with the overwhelming demands and expectations of stakeholders.
  • Be able to develop a robust stakeholder engagement & communications plan for the institution
  • Leave the course with specific ideas and action steps that will improve their sense of personal and professional focus and control and which will have a profound impact on the way their organization is viewed by stakeholders.
  • Have gained exclusive insight into what has worked for other organizations and learn about international best practices when implementing stakeholder management frameworks and strategies.
  • Be able to explore new ways and emerging ways that can help deliver on the promise of building, sustaining and protecting an organization’s reputation

Contents

Here is a partial list of what will be covered:

  • Stakeholder Profiling – The Identification of key stakeholders. How to determine which groups or persons are vital and under which circumstances
  • Identifying Stakeholders’ needs, issues and concerns
  • Stakeholder engagement: Practical methods. Overcoming conflicting agendas. Tools for promoting a consistent, open, balanced dialogue
  • Stakeholder Feedback & Inclusion methods
  • Current approaches to stakeholder assessment, measurement and reporting including a discussion on Stakeholder Metrics.
  • How to involve stakeholders in decision making processes and generate trust and improved relationships amongst stakeholders
  • Developing and implementing a Stakeholder Management plan for the organization- Tips and structures
  • Stakeholder Communication – The importance of developing a strategic communications plan
  • Rules of Engagement : Exploring ways to enhance relationships with various stakeholders – targeting the media, employees, customers, suppliers, government and activists

Recommended Participants

This course is ideal for those executives and managers responsible for managing corporate reputation and business relationships as a strategic resource. It will be of particular relevance and use to

  • Stakeholder Relations Managers
  • Corporate Affairs, Corporate Communication & Public Relations Managers and practitioners
  • Marketing, Customer Service, Channel and Supply Chain Managers
  • HR & other staff experts responsible for relationship management with stakeholders
  • CEO’s, CFO’s, Executives and Managers who are required to handle reputation and stakeholder matters

This is what Previous attendees had to say:

Mr L. J. Mahlangu, Chairperson; Municipal Demarcation Board – The two days we spent on the Stakeholder Reputation course was probably the best investment of my time I have done in many years. The course was extremely useful and the group was great. Thumbs up for the Community of Practice.

Maphefo Anno-Frempong, CEO of TETA – Thanks for making us reflect on the key issues of stakeholder management in the class. It was certainly valuable and spot on. I have been reading a book on the reasons CEOs fail – (they call it derailers) and stakeholder management is the make or break issue in all instances worldwide. I saw my own stakeholder engagements in a different light and I must say it has brought a difference in my own life. I experienced a positive spin off of the workshop for TETA yesterday. Noma and I planned last year to meet with all her stakeholders as one key stakeholder was leaving us for another SETA. When we met to establish the reasons, he demonstrated the benefits for his organization that they would receive from the other SETA. So I called the key role-players in the sub-sector concerned and indicated the need for a closer partnership. We planned for meetings the first part of this year. By the time we came to your class, we had already planned to see the sub-sectors or industry captains. After attending your course, Noma and I knew we were on to ground breaking stuff and we went to meet with the stakeholders. It was amazing how the engagement session went. Outstanding work indeed! The chairperson of the Board and owner of the company came to the meeting with the MD and all key executives and we had such a blast for the benefit of transport industry. Thank you for affirming through your course the work we do! I truly appreciate it! It is definite must for most executives.

Seija Tyrninoksa; Country Representative for South Africa; International Federation of Red Cross – Thank you for the opportunity to participate in your inspiring course this week! The dynamism, the opportunities, the emphasis on the importance on careful research, friendly and caring approach for the care of various stakeholders – the summary of the framework you presented for addressing stakeholder management was all very relevant and confirmed my personal believes and practice in the past in relation to our stakeholders with whom we are working in our field.

Hilton Atkinson- Manager, External Stakeholder Relations, Corporate Affairs, Exxaro Resources – I found it very useful. Good to exchange ideas about the topic and important to interact with other players in the field, i.e.. the facilitator and the peers who were on the course. I enjoyed the facilitator’s inputs which makes one re-assess and challenge the status quo in some areas.

The Facilitator

The event will be led by international speaker and reputation management consultant Deon Binneman.

Fees (Terms and Conditions apply)

R7950 exc. VAT per delegate ( Payable within 5 days of date of invoice)
R8950 exc. VAT per delegate (Pricing for Organizations whose payment terms exceed 5 days)
R6350 exc. VAT per delegate – NGO’s and Associations
R6750 exc. VAT for three delegates or more from the same business unit.

Early Bird discounts may be available on promotion. Look out for a promotional Code. The course fee is inclusive of the event proceedings, materials, refreshments and lunches.

How to Register:

Please complete the registration form and Terms and Conditions acceptance and forward it to reputationeducation (at)icon.co.za – Upon the completion and receipt of the registration form a confirmation letter and invoice will be sent.

Payment must be received PRIOR to attendance. Fees include hand-outs, meals, and refreshments, secure parking and benchmark information and top notch facilitation. Payment is due in 5 days unless otherwise arranged. By signing and returning the registration form you are accepting the terms and conditions. (Registration is only confirmed on receipt of payment.)

If you are interested to attend, please note that places are on a first come, first-served reserved basis as only a limited number of participants are accommodated each time.

To register: Call 011 475 3515 or e-mail reputationeducation@icon.co.za for a registration form.

Please note: I reserve the right to delete comments that are offensive or off-topic.

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