In today’s society, open and constructive relationships with employees and key external stakeholder groups are of great importance for any organization; business, government or non-profit. Relationships form the basis for trust and build external support and preference.
Professional reputation management enables a company to perform better in its business and societal landscape. A strong reputation is a valuable differentiator. It enables a company to have a preference over other organisations for attracting new business, recruiting the best talent, retaining current employees, but also organizing events and campaigns that are well received.
Rigorous reputation management rests on the challenge of defining a company’s and sector’s societal context and cultural dynamics, thoroughly mapping and analyzing stakeholder concerns with a view to developing a sound strategic plan and assuring its implementation. Enter The Reputation Academy.
The Reputation Academy is an initiative created by three experienced international communications experts and strategists; The aim of TRA is to help senior communications leaders and leaders in the organizations where they work build best management practices in communications, in terms of culture, structure and processes.
TRA will take participants beyond the learning found in many essential skills training programs, into how to plan, structure and operate communications as a key organizational unit.
Learning at The Reputation Academy is based on a mixture of insight presentations, group work, individual assignments and discussion. Participants will leave with both strategies and concrete guidance in reputation management that they can apply in their daily work.
TRA offers courses at three levels – basic, advanced and master-class. The courses can be tailored for individual companies or groups.
Björn Edlund is widely recognized as a PR pioneer among management consultants. Over a 20-year period, he supported 11 CEOs as head of corporate communications in three issues-rich multinationals, Royal Dutch Shell plc, ABB Ltd and Sandoz AG. He has also served as chairman, Europe, & CIS at Edelman.
Edlund became a business communicator in 1989 after 12 years as a news agency reporter, bureau chief and regional news editor with UPI and Reuters in Europe and Latin America. Edlund is a visiting fellow at Henley Business School and a trustee of the Institute of Human Rights and Business.
He received a SABRE award for lifetime achievement in 2009, the Alexander Hamilton Medal from the Institute for PR in 2013 and was inducted into the Arthur W. Page Society’s Hall of Fame in 2015. Edlund studied political science and history in Sweden and graduated as a teacher in Switzerland.
Bert has more than 25 years of hands-on and leadership experience. He is the former Vice-President of Communications for Royal Dutch Shell, leading strategy development and reputation plan implementation with a clear focus to build business value.
Bert has extensive experience in change management, including business needs, organizational design, leadership culture, staff competencies, efficient work processes, team behaviors as well as managing the transition.
He’s also a trusted advisor of senior management in a range of companies.
Wylie Rogers has 20 years of experience in North America, Europe and Asia, having worked in politics, the media, business and management consulting.
Wylie was previously the head of public affairs for BASF in Asia Pacific, a US$ 10 billion business, overseeing 15 countries in the region while based in Hong Kong. He also headed ABB Group’s corporate communications team in Beijing, China, a US$ 2 billion business, and had roles ranging from spokesman to speechwriter and head of copy for the ABB Group in Zurich, Switzerland, a US$ 30 billion business. Before moving abroad, Wylie worked as a reporter and speechwriter in Canada.
Wylie attended INSEAD in France and Singapore for executive development and has a BA in English Literature with Honours. He did his post-graduate studies in journalism and has volunteered with the International Journalism Federation in Phnom Penh, Cambodia. As President of The Tantalus Group Wylie manages the global network of Tantalus management consultants.