The concept of reputation, its components and approaches to management

• The role and peculiarities of building trust in business in modern conditions: Ukrainian and global trends.
• How is reputation “measured” and what components does it “decompose” into?
• How to include reputation management in the business management process: what is a “reputation profile”?
• The relationship between information, reputation and behavior of target audiences. Main communication tools and structure of PR strategy.
• Who/what builds and destroys a company's reputation: inside and outside the company?

The role of communications in business management

• Corporate communications: role and tasks within the business strategy, relationship with corporate governance.
• Corporate history: importance, tasks, structure, features. 

Peculiarities of the “post-truth” media field and its impact on the ability of businesses to manage their reputation

• The role of online sources in business reputation management. 
• Information policy, management of the company's information flow, and the optimal number of public speakers. 
• “Closed” and ‘open’ information about the company. Pros and cons of the publicity of the company's first person. 
• Marketing, advertising and PR: what can and cannot be achieved with their help? 

Peculiarities of presenting information in the public domain about the company and its activities. 

• Working with influence groups Interaction of the company with internal and external groups of influence. 
• Working with employees as carriers of corporate reputation.