JN02: Building trust and reputation

What is the difference between a journalist and a communicator? This course will introduce the learner to the what it means to be a journalist and the use of tools such as a mission statement as a personal or organisational guiding reference and as a tool to safeguard reputation. The course is divided into four sections: Section 1 provides an overview of the course and introduces the course trainer and media experts. Section 2 asks you to examine and define what you consider as journalism. Section 3 runs you through the use of mission statements to achieve transparency and to gain the readers trust. Section 4 introduces you to a reputation management tool developed by international academics Charles Fombrun and Cees Van Riel.