Advanced Certificate in Online Reputation Management for Business Module 1: How to Handle and Respond to Online Crises from the Communications Perspective (Synchronous E-learning)

All businesses ideally want to maintain a positive online reputation and to avoid controversy. However, the Internet is a volatile space. Opinions can change, and the tides of online reputation can turn in a matter of hours. Brand, product, and service crises can be catalysed and magnified by collective opinion on the Internet. Such marks the age of doing business on the Internet, where online crises can develop in the blink of an eye.

This certificate programme will look at managing online reputation, taking a more holistic approach that includes preventive and restorative measures. Participants who complete the programme will learn about pre-emptive measures that a business can put in place to minimise the occurrences and repercussions of negative online content (pre-crisis), first-responder approaches that management and staff can adopt to deal with an emerging online crisis (mid-crisis), and how negative online content can be bumped down, removed, or neutralised for longer-term reputation recovery (post-crisis).

In this module, participants will explore how to diffuse and manage online crises from a communications perspective with a view of mitigating the harm occasioned by such crises.

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