20th February 2025, 1:30pm-4:00pm
Overview
Rethinking Reputation is a dynamic, in-person session crafted specifically for senior leaders in public relations, communication, business and the public sector. This course addresses the complex challenges posed by artificial intelligence, the changing fabric of our social norms and the growing risks of misinformation, disinformation, and malinformation. Participants will engage in thought-provoking discussions, exploring not only how to safeguard their organisation’s reputation but also how to effectively manage relationships in this new era. During the interactive session you’ll gain practical strategies to anticipate and mitigate reputational risks, ensuring your organisation remains resilient and trusted in a rapidly shifting world. This is an invaluable opportunity to connect with peers, share insights, and develop robust plans to protect your organisation’s most critical asset — its reputation.
Learning Outcomes:
• Understand the impact of AI on reputation management
• Identify and mitigate risks related to misinformation
• Explore shifting social cohesion and its effect on public perception
• Develop strategies to protect and enhance organisational reputation amidst emerging threats
Both sessions are aligned with the Global Capability Framework with particular emphasis on the following:
• To provide valued counsel and be a trusted advisor
• To facilitate relationships and build trust with internal and external stakeholders and communities
• To offer organisational leadership
• To work within an ethical framework on behalf of the organisation, in line with professional and societal expectations
• To develop self and others, including continuing professional learning
• To build and enhance organisational reputation
• To provide contextual intelligence.
Your presenter is..
Catherine Arrow is founder and Executive Director of PR Knowledge Hub Ltd, a learning and training centre of excellence dedicated to the development of leadership, public relations and communication capabilities.
A pioneer in digital communications since the web’s inception, Catherine helps public and private sector organisations navigate the digital environment, build
essential relationships and maintain their licence to operate. Over the last decade, a key focus has been exploring and communicating the transformative impact of artificial intelligence on public relations and society, providing critical training and guidance worldwide.
Catherine is a Life member and Fellow of the Public Relations Institute of New Zealand, a Fellow of the Chartered Institute of Public Relations, an Accredited Fellow of the ASEAN PR Network, and a Founding Chartered Public Relations Practitioner.
She is a Member of the Commission on Public Relations Education and a Member of the Institute of Directors. Her contributions to the public relations profession include her eight-year tenure as board member and Secretary of the Global Alliance for Public Relations and Communication Management and she is an active member of the International Advisory Board for FERPI.
Beyond her education and consultancy work, Catherine is a respected writer and speaker on the societal impacts of public relations. Her career has spanned the Northern and Southern Hemispheres, and she is a recipient of the Public Relations Institute of New Zealand President’s Award for exemplary contribution to the profession.
