Communicating to the Public: The Cost of Reputation Mismanagement
Single
module registration of the Strategic
Communications Track of NSPRA Academy
Most reputation challenges do not begin as crises, they begin as
issues that were underestimated, mishandled, or ignored. This session focuses on the communication decisions that shape public perception long before a situation reaches crisis level. Participants
will explore reputation management, issues management, public confidence, and the factors that influence how communities interpret organizational actions and decisions. Through examples from
education and beyond, participants will examine common mistakes that damage credibility, amplify concerns, and erode confidence over time. Together, they will analyze strategies for identifying risks
early, responding thoughtfully, and protecting reputation before issues become larger problems.
Modules of the Strategic Communication Track of NSPRA Academy are facilitated by Kenon
Brown, Ph.D., a professor of advertising and public relations at the University of Alabama and director of the university's Institute for Communication and Information
Research.