Corporate Training

Shaping and Managing Online Narratives for Reputation Management

Course overview

In the digital age, reputations are shaped in real time and often without warning. How an organisation responds online can determine whether an issue fades quickly or escalates into a lasting reputational problem.

Reputational outcomes are shaped quickly and often emotionally.When organisations do not actively manage their narratives, public perception is left to speculation and third party commentary.

Online platforms have become primary spaces for criticism, advocacy, and collective judgment. Customers, employees, and members of the public increasingly turn to social media to express dissatisfaction, seek support, or mobilise opinion. As a result, reputational issues can escalate within hours rather than days.

This course focuses on how organisations can deliberately influence, steer, and shape online narratives to support their communication and reputation objectives. While businesses cannot control what others post or share, they can influence how issues are framed, which messages gain traction, and how audiences interpret events.

Participants will learn practical strategies to manage online discourse before, during, and after reputational challenges. They will examine how narrative framing, platform choice, timing, and storytelling can be used to assert clarity, reduce uncertainty, and align public perception with organisational goals.

Teaching approach

The course adopts a practical, discussion driven approach. Concepts are grounded in real world examples and contemporary digital cases.

Participants will work through realistic scenarios involving reputational risk, public criticism, and online escalation. Emphasis is placed on decision making, message framing, and platform choice, rather than scripted responses. Guided discussions and structured exercises are used to help participants translate principles into practice.

Customisation options

This course can be customised for private runs. Content and case studies may be adapted based on a client’s industry, risk profile, and business context. Customised versions of this course have been delivered for organisations in FMCG, retail, government bodies, NGOs, and charities.

Strategic Digital Communications for Organisations

Course overview

In a digital environment, organisations communicate continuously, whether intentionally or not.Every post, message, and response contributes to how the organisation is perceived.

Digital communications often develop in silos. Different teams speak to different audiences, using different platforms, with inconsistent tone and intent. Over time, this weakens clarity, credibility, and trust.

This course focuses on how organisations can design and manage digital communications strategically. Participants will learn how to align messages across platforms and functions, while remaining responsive to different audiences and contexts. Participants will also examine how clear communication strategy supports organisational goals, reduces friction, and improves decision making in fast moving digital environments.

Teaching approach

The course adopts a practical, strategy focused approach. Concepts are illustrated through real world organisational examples and digital communication scenarios Participants will work through exercises involving audience mapping, message alignment, and platform selection. Discussion is used to surface trade offs, constraints, and strategic choices.

The emphasis is on building usable frameworks that participants can apply within their own organisations.

Customisation options

This course can be customised for private runs. Content and case studies may be adapted to reflect a client’s industry, organisational structure, and communication challenges.

Customised versions of this course may incorporate sector specific examples or internal communication scenarios.

Writing and Messaging for Digital Platforms

Course overview

Writing is the primary interface between organisations and their audiences in digital environments. Emails, social media posts, website content, and internal messages are often read quickly, out of context, and under emotional or time pressure.

Many communication issues do not arise from intent, but from poor execution. Messages may be unclear, overly technical, poorly structured, or mismatched to the platform and audience. In digital settings, these weaknesses are amplified and can lead to misunderstanding, disengagement, or backlash.

This course focuses on how to write clear, purposeful, and effective messages for digital platforms. Participants will learn how to structure messages, manage tone, and adapt content for different audiences and channels while maintaining consistency and intent.

The course emphasises practical writing techniques rather than abstract theory. Participants will examine how small choices in wording, structure, and emphasis can significantly affect how messages are received and interpreted.

Teaching approach

The course adopts a hands on, practice oriented approach. Concepts are illustrated using real world examples drawn from organisational communications across different digital platforms.

Participants will analyse sample messages, revise existing content, and develop new messages based on realistic scenarios. Guided discussion is used to highlight common pitfalls and effective techniques.

The emphasis is on building repeatable writing habits that improve clarity and consistency across digital communications.

Customisation options

This course can be customised for private runs. Content and exercises may be adapted to reflect a client’s industry, communication style, and typical digital use cases. Examples may include external marketing content, internal announcements, or sensitive communications.

Online Crisis Management

Course overview

Crises now unfold in public and in real time. Online platforms are often the first place where issues surface, escalate, and attract scrutiny. The speed and visibility of digital communications leave little room for delay, misjudgment, or inconsistency.

In online crises, silence can be interpreted as indifference, while poorly framed responses can intensify backlash. Information gaps are quickly filled by speculation, misinformation, and emotionally charged narratives. Organisations are therefore required to respond under pressure, often with incomplete facts and heightened public attention.

This course focuses on how organisations can prepare for and respond to online crises in a structured and disciplined manner. Participants will learn how to assess the nature and severity of digital incidents, determine appropriate response strategies, and coordinate communications across platforms and teams.

The course emphasises judgment, sequencing, and control. Participants will examine how early responses shape the trajectory of a crisis, and how digital responses can either stabilise or escalate public reaction.

Teaching approach

The course adopts a scenario driven approach. Concepts are illustrated through real world cases involving online backlash, viral criticism, and sustained digital scrutiny.

Participants will work through simulated crisis situations, making decisions about timing, messaging, and platform use. Guided discussion is used to analyse response choices, trade offs, and downstream consequences.

The emphasis is on building readiness and decision making capability rather than reliance on templates.

Customisation options

This course can be customised for private runs. Content and crisis scenarios may be adapted based on a client’s industry, operational risks, and public exposure.

Examples may include consumer facing brands, regulated sectors, or public institutions.

Creating Video Content for Digital Marketing

Video has become one of the most influential formats in digital marketing. Audiences increasingly expect organisations to communicate visually across social media, websites, and digital campaigns. Poorly planned or poorly executed video content, however, can undermine credibility and dilute messaging.

Many organisations struggle with video not because of lack of tools, but because of unclear objectives, weak storytelling, or limited understanding of platform expectations. Videos are often created reactively, without a clear message, audience, or distribution strategy. Editing decisions are made without regard to pacing, tone, or viewer attention.

This course focuses on how organisations can plan, create, and edit video content that supports clear marketing and communication goals. Participants will learn how to translate messages into visual narratives, produce video efficiently, and make editing choices that improve clarity and engagement.

The course emphasises practical capability rather than production perfection. Participants will examine how to create effective video content using accessible tools, realistic resources, and disciplined decision making.

Teaching approach

The course adopts a hands on and practice oriented approach. Concepts are demonstrated through real world examples of digital marketing videos across different platforms.

Participants will work through exercises on video planning, scripting, filming, and basic editing. Guided demonstrations and discussion are used to explain visual composition, pacing, and editing principles.

The emphasis is on developing repeatable processes that participants can apply within their own teams or organisations.

Customisation options

This course can be customised for private runs. Content and exercises may be adapted based on a client’s industry, marketing objectives, and in house capabilities. Examples may include social media marketing, corporate branding, product promotion, or internal communications.