GCA Executive Course
Reputation Management 2.0
The strategic GC: navigating Reputation & Communication in significant societal changes
January 27, 2026
A brand-new one-day Executive Course “Reputation Management 2.0”, exclusively for Alumni of the Executive Program of the General Counsel Academy.
Executive courses you will never forget
This Executive Course is led by Prof. Cees van Riel, the leading authority in the field of reputation management and communication. It offers a deeper and more advanced exploration of the module on Reputation Management in the Executive Program and has a special focus on reputation management in today’s era of rapid change, increasing polarisation, and the growing importance of strong internal communication.
Everything, of course, according to the proven GCA concept: intensive lessons from the very best Lead Instructors, motivated peers and a lot of attention to mutual connection. Your GCA network will become even bigger and closer.
Reputation Management 2.0
by Prof. Cees van Riel
Prof. Emeritus Dr. Cees B.M. van Riel is internationally recognised as a thought leader in reputation management. He is the founder of the Executive Master of Corporate Communication at RSM and co-founder of the Reputation Institute.
What to expect
This interactive program combines in-depth knowledge sharing by Cees with ample opportunity for Q&A, tailored discussions on participants’ current challenges, and breakout sessions designed for reflection and peer exchange among fellow Alumni.
The day will focus on:
- Reputation challenges in times of great change
We will start this GCA Course with an update session by Professor Cees van Riel, who will highlight recent developments in corporate reputation amid the dynamic context in which companies currently operate. What trends are emerging, what risks do companies face nowadays, and what solutions are being explored? To enrich the discussion, participants are invited to share questions, dilemmas, or experiences from their own organisations in advance.
- Challenges with Polarisation & Reputation Management
Polarisation, driven by social and traditional media, makes it harder for companies to share nuanced messages and reach a broader public. This module explores how increasing polarisation changes reputation management and how organisations can still connect credibly with diverse audiences.
- Internal Communication
Internal communication is often overlooked in favor of external messaging. Yet employees are a company’s most vital assets in becoming and above all staying ahead of the competition. Keeping them informed and engaged strengthens both internal alignment and external reputation. This topic explores how employee communication can stimulate internal dialogues, resulting in leveraging the power of employee support in implementing successfully the intended corporate strategy.
- Closing case: a real-life Reputation challenge
We will conclude the GCA Course with a real-life case involving a recent reputation challenge faced by a major company. One or more professionals directly involved in the case will join us as special guest(s). We will explore the specific solutions that were chosen and the reasoning behind them, while also examining the roles of the key players within the organisation including, of course, the role of the General Counsel. There will be ample opportunity for questions and open discussion.
Time to introduce some GCA Alumni
Diversity is one of our core values. All GCs are welcome. Some GCA Alumni are happy to share their GCA experiences with you.
Practical information
- Upcoming GCA Executive Course: Tuesday, January 27, 2026 (8:30am to 9:00pm) including walking dinner.
- Registration is now open.
- Throughout this day the language of instruction is English.
Program fee
We believe in all-in fees. The tuition fee amounts to € 1,450.- (ex VAT) and includes all lessons, all teaching materials, the lunch, a walking dinner and all bites during the breaks and even all drinks during the day (incl wine/beer etc, but except liquors).
Het Roode Koper
The GCA Executive Course will be held in one of the finest Hotel-Estates in The Netherlands called ‘Het Roode Koper’ in the midst of the beautiful National Park ‘De Veluwe’ with a great hospitality allowing you to fully focus on the Program.
