Thematic workshops
Organizational structure and reputation teams
How to organize functions, roles, and processes across communications, reputation, branding, public affairs, marketing, digital, rankings, and institutional relations. Team models, internal capabilities versus outsourcing, and development .
FAQ guide
1. Which model works best for you today (centralized, matrix, distributed), and what “friction” does it create with other departments (Office of the Executive Council, admissions, research, alumni, etc.)?
2. What core topic competencies core topic had to develop over the past 24 months (crisis core topic , public affairs, data, content, AI, branding, etc.), and which ones are still missing?
3. If you could redesign the area , what three decisions would you make (regarding roles, reporting lines, governance, budget, and vendors) to improve efficiency?
Metrics and dashboards for better decision-making
How to measure reputation (multistakeholder, multidimensional), which indicators really matter, how to combine data surveys, rankings, digital listening, performance), and how to translate metrics into governance decisions.
FAQ guide
1. Which “three metrics” actually help you make decisions (not just for reporting purposes), and which ones have you stopped using because they’re irrelevant or create too much noise?
2. How do you balance performance metrics (outputs) and perception metrics (trust, reputation, licence )? Where do you currently have the biggest blind spot?
3. Who is responsible for the dashboard at your university, and how is it integrated into the decision-making process (committees, Office of the Executive Council, risk management, strategic planning)?
Content, Platforms, and AI: From Production to Impact
Content strategy, publishing house governance, digital channels, content curation and distribution, media relations, and the use of AI (efficiency, quality, risks, and ethics).
FAQ guide
1. Which subject currently yields the greatest reputational return for you (research, social impact, student stories, expert positioning, institutional leadership), and why?
2. How do you manage content production within a complex organization (who makes decisions, who approves content, editorial criteria, last-minute crises)?
3. How are you using AI in communications (ideation, essay, translation, analytics, and audience insights), and what guidelines or safeguards have you put in place to mitigate reputational risks?
Internal Communications, purpose Organizational Culture
Reputation starts from within: internal culture, trust, consistency, leadership, identity, and purpose. Internal Communications a lever for governance and cultural alignment.
FAQ guide
1. What is your mainchallenge today that affects your reputation (fragmentation, fatigue, mistrust, ideological tensions, organizational changes), and how do you address it?
2. What practices have worked for you in aligning purpose, behavior, and decisions (leadership rituals, messaging, active listening, employee engagement, internal metrics)?
3. How do you measure internal engagement (engagement, trust, culture), and how do you ensure that Internal Communications strategic rather than merely informative?
Branding and Corporate Marketing: Positioning Without Simplifying
Branding, proposal , audience segmentation, positioning, and the relationship between marketing, reputation, and communication. Consistency between corporate identity and the market.
FAQ guide
1. What tension do you experience between “academic identity” and “market logic” (student recruitment, skill, rankings)? How do you resolve this without losing your authenticity?
2. How do you coordinate marketing and communications to avoid duplication or contradictions (narrative, campaigns, tone, priorities, schedule)?
3. Which branding decision has yielded the best results for you (brand architecture, messaging, international segmentation, employer brand, student experience)?
internationalization Global Affairs: Reputation in Global Markets
International positioning strategies, regional communication and marketing, global management , partnerships, geopolitical risks, and reputation management in multicultural environments.
FAQ guide
1. Which markets/regions are strategic for your university, and what messaging works there (and what doesn’t) for cultural, political, or competitive reasons?
2. How do you manage global risks (geopolitical, security, disputes, cultural sensitivities) without hindering your international strategy?
3. Which “levers” do you find most effective for building an international reputation: partnerships, research, mobility, global alumni, rankings, institutional presence, or media coverage?