CIPR Training & Events


PR is no longer simply about managing relationships with different groups, but is now more concerned with strategic reputation management. Reputation is increasingly considered to be an organisation’s most important asset, and it is crucial that communication is placed at the heart of business strategy.

A good reputation can make the difference between success and failure for any organisation. Essentially it is all about communication, trust and long-term relationships – the domain of PR practitioners.

This conference, with its combination of presentations and case studies will provide you with information that you can take away and implement immediately.

 Conference speakers

Speakers have been selected from a variety of PR backgrounds and will be industry experts in the internal communications field. Their details can be found here.


9.30am Welcome

9.40am Managing reputation
Chief Executive, Chime Communications

What is reputation and why is it important to organisations? Is it just a matter of ethical behaviour, or is there more to reputation management?

  • What shapes reputation and whose responsibility is it?
  • What are the challenges?
  • Getting the message across internally

10.20am Reputation and the bottom line
Managing Director/Chairman, Ipsos MORI

The success or failure of an organisation depends on its reputation. How do stakeholders perceive organisations and what they are doing to be more responsible?

  • The importance of perception
  • Stakeholder attitudes to non-financial reporting
  • Corporate responsibility involvement
  • Tackling scepticism

11.00am  Break

11.20am Reputation and the bottom line

What steps need to be taken to measure reputation in an organisation and what is its value to the bottom line?

  • Can reputation be measured?
  • How to evaluate the PR contribution
  • The pros and cons of reporting
  • Reputation as part of the communications mix

12.00pm Credibility and reputation
MCIPR, Communications Director, BT

PR is enmeshed in the debate about public trust and has become associated with spin in recent years. But PR should be the solution, not the problem.

  • What is the difference between credibility and reputation?
  • Is spin really a bad thing?
  • Online ethics and your reputation
  • Top tips to enhance your credibility

12.40pm Lunch and networking

1.40pm The role of PR in the global warming message
MCIPR, Chief Media Officer, Greenpeace International

It is becoming increasing talked about and in some circles hotly contested, so what role should public relations play in global warming issues?

  • What is carbon neutral and how does it fit into the PR scene?
  • Messages and how to target them
  • How to choose the best partner
  • Tips on getting involved
  • Measuring the benefits to the bottom line

2.20pm Diversify and conquer

The opinions and experiences of customers and members of the public, as well as stakeholders, drive reputation. In new global markets, and in increasingly diverse local markets, new audiences are evolving for most organisations.

  • The role of a diverse workforce
  • Turning employees into ambassadors
  • Tips on engaging with new audiences
  • It’s not just for show

3.00pm Break

3.20pm Forecasting risk

As markets expand and the world shrinks, there are increasing opportunities for new and unexpected problems to arise in the way organisations work. These can turn into major international crises.

  • Managing a crisis and its long-term effects
  • Turning a crisis into a positive
  • Maintaining staff morale
  • Rebuilding stakeholder confidence

4.00pm How to revitalise a reputation

Case study based on an organisation that has suffered a loss of reputation, and how this was managed and overcome. 

4.40pm Closing remarks

Drinks reception in the Members’ Room at 32 St James’s Square giving delegates the opportunity to network in relaxing surroundings.

When and where?

This conference will run on:

Click here for a map and directions

Parking near St James's Square

There is metered parking directly opposite the CIPR Public Relations Centre. Cost: £1per fifteen minutes.

Alternatively, there is an NCP at: Denman Street Ug, 4-5 Denman Street, Soho, London, W1V 7RE. NCP tariffs are £1.60 per fifteen minutes or a maximum charge of £29 per day.

Conference Fees

Discount for attendance at this conference, as well as the CIPR’s Inside information and PR Strategy: