Posted on PR Nigeria: February, 2009
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Location: Hotel Apollo, Randburg, Johannesburg 

Date and time: 25 – 26 February 2009, 8.30 am – 17.00 pm


An institution’s reputation is its greatest asset and risk in today’s knowledge economy.

A favorable reputation benefits an institution, because it contributes to an institution becoming the first choice of customers, investors, suppliers and employees. It also helps enhance competitive advantage, by differentiating the company in the marketplace. A favourable reputation with customers creates a degree of brand equity, since people are more likely to be loyal to reputable companies. Similarly a favourable reputation with employees can help attract better staff, spur productivity and enhance profitability.

This reputation is derived from the way stakeholders perceive the organization, how they think, feel or act towards it. It is therefore vital that organizations interested in developing and building their reputational capital; pay careful attention to how they are perceived and; that they manage the relationships with their various stakeholders like a strategic resource.

Stakeholders offer organizations both opportunity and threat. For instance if an institution has a good reputation with stakeholders they may give the organization more latitude to operate. On the other hand a poor reputation with the regulators may result in laws being passed that can make it more difficult for an institution to operate.

What international research have shown is that there is a lot that organizations can do to positively influence the process of creating good images in stakeholders minds. Building positive and lasting relationships should be a key organizational function and strategy.

The management of and interaction with stakeholders therefore needs careful attention if an organization wants to maximize its opportunities and minimize threats in dealing with stakeholders.

Course Overview

This 2 day training course is the only one of its kind in Southern Africa. It was developed to bridge the gap between stakeholders and organizations wanting to develop and enhance their reputations.

Since its inception in 2006, the Stakeholder Reputation Master Class has received many accolades and became established as the must-attend course for industry experts looking to share best practices about stakeholder management and building company reputation.

This 2 -day course shows business leaders and managers how to establish and maintain positive, mutually beneficial stakeholder relations. It examines amongst many things the steps, hints and practices necessary to build lasting collaborative relationships, which should ultimately result in a better reputation.

Based on a synthesis of ideas from community relations, marketing, strategic communication, reputation and stakeholder management, organizational change, sustainability and CSI thinking, it offers an integrated framework, as well as practical tools for developing new kinds of collaborative relationships.

“Any organization that values its good name, integrity and trust in it by their stakeholders must remain aware and up to date of who their stakeholders are, and what their changing needs and preferences are´ said Deon Binneman, course facilitator.

The King 2 report on Corporate Governance advocates effective stakeholder relationships -“The modern approach is for a board to identify the company’s stakeholders, including its share owners and to agree on policies as to how the relationship with those stakeholders should be advanced and managed in the interests of the company”.

This course will take the delegate from theory to practice, offering the opportunity to question and pre-plan for better reputation management practices and stakeholder management in their organization. It also contains best practice to develop and implement a stakeholder reputation management engagement & communications plan. 

Learning Outcomes

At the end of the course delegates will:

Understand the what, how and why of effective stakeholder reputation management

Understand why and how reputation is derived from the way an organization is perceived by its various stakeholders

Be able to make a business case for enhanced reputation management practices and stakeholder management in the organization.

Understand the benefits and some of the pitfalls in dealing with stakeholders 

Have developed ideas for a practical and systematic approach to dealing effectively with the overwhelming demands and expectations of stakeholders.

Be able to develop a robust stakeholder engagement & communications plan for the institution 

Leave the course with specific ideas and action steps that will improve their sense of personal and professional focus and control and which will have a profound impact on the way their organization is viewed by stakeholders.

Have gained exclusive insight into what has worked for other organizations and learn about international best practices when implementing stakeholder management frameworks and strategies.

Be able to explore new ways and emerging ways that can help deliver on the promise of building, sustaining and protecting an organization’s reputation


Here is a partial list of what will be covered:

Stakeholder Profiling – The Identification of key stakeholders. How to determine which groups or persons are vital and under which circumstances

Identifying Stakeholders’ needs, issues and concerns

Stakeholder engagement: Practical methods. Overcoming conflicting agendas. Tools for promoting a consistent, open, balanced dialogue

Stakeholder Feedback & Inclusion methods

Current approaches to stakeholder assessment, measurement and reporting including a discussion on Stakeholder Metrics. 

Involving stakeholders in decision making processes and generate trust and improved relationships amongst stakeholders 

Developing and implementing a Stakeholder Management plan for the organization- Tips and structures

Stakeholder Communication – The importance of developing a strategic communications plan

Exploring ways to enhance relationships with various stakeholders – targeting the media, employees, customers, suppliers, government and activists 

Recommended Participants

This course is ideal for those executives and managers responsible for managing corporate reputation and business relationships as a strategic resource. It will be of particular relevance and use to:

Stakeholder Relations Managers

Corporate Affairs, Corporate Communication & Public Relations Managers and practitioners

Marketing, Customer Service, Channel and Supply Chain Managers

HR & other staff experts responsible for relationship management with stakeholders

Ceo’s, CFO’s, Executives and Managers who are required to handle reputation and stakeholder matters


Total Course duration: 2 Days: 8.30 – 5.00pm


R6750 per delegate excluding Vat. 

R4500 per delegate – NGO’s and Associations 
Group discount of 20% for three delegates or more from the same business unit.

Early Bird Special till 11th February – R5560 exc. VAT – Save R1190

How to Register:

Payment must be received prior to attendance. Fees include handouts, meals, and refreshments, secure parking and benchmark information and top notch facilitation.

Registrations and payments close on Friday 20th February at 17.00

If you are interested to attend, please note that places are on a first come, first-served reserved basis as only a limited number of participants are accommodated each time.

To register: Call 011 475 3515 or e-mail [email protected] for a registration form.


– I have just submitted a proposal for the development of a stakeholder reputation management system for the CIH Group. The knowledge gained at the workshop was invaluable for the proposal. – Suegnét Scheun, Consultant, Group Corporate Marketing and Communication Consultant to Capricorn Investment Holdings Limited (CIH), Windhoek, Namibia

“Inspiring! What an eye-opener… stakeholder management is not the preserve of the manager in charge but rather an integrated function that all should have responsibility for, that was my feedback to our MD. Its’ strategic importance is to be elevated in organisations. A Brilliant learning opportunity! Equipped me with invaluable tools! Empowered by new terminology such as silositis, reputation drivers, stakeholder attributes, stakeholder models, universal principles of stakeholder management and the unpacking of the mission for stakeholder management etc… Loved your sense of humour, your presentation layout is superb and user-friendly. I benefitted immensely and would like to know what you suggest as follow-up training – Fikile Kuhlase, General Manager: Transformation, the Banking Association South Africa

– Deon’s presentation helped me to sharpen my own perspective on certain issues in the stakeholder management field. Just thinking………I picked up on radio news this morning that about 100m illegal cigarettes enter SA each year and the revenue loss to SARS amounts to about R1.4b per annum. You will recall that Deon gave us an exercise on this and when I heard this on radio my mind went “stakeholder map, reputation and business risk, strategic partnerships, etc….” – Malebo Modise, Standard Bank

– Thank you for the opportunity to participate in your inspiring course this week! The dynamism, the opportunities, the emphasis on the importance on careful research, friendly and caring approach for the care of various stakeholders – the summary of the framework you presented for addressing stakeholder management was all very relevant and confirmed my personal believes and practice in the past in relation to our stakeholders with whom we are working in our field. – Seija Tyrninoksa; Country Representative for South Africa; International Federation of Red Cross

About your Speaker and Facilitator:

The course will be facilitated by Deon Binneman, international speaker, trainer and

management consultant in reputation management.

Deon Binneman has been in private practice for the past twelve years and specializes in the building and protection of organizational reputation. He facilitates programs on managing reputation, minimizing reputation risk, crisis management and communication response and strategic communication, and has done so in more than nine countries such as South Africa, Australia, Malaysia, Holland and Singapore. 

He has spoken at more than fifty conferences around the world and has worked with organizations in South Africa such as the Compliance Institute, the Institute for Risk Management, most banks including the Development Bank and other leading organizations.

See his Public Profile at for more information.

I hope to see you there. NOW is the time to register and save 20%!


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