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Internal Culture = Foundation of Organizational Reputation

Date: Continued application | Time: 09:00-17:00 | Place: Riga | Membership fees: 475 EUR + VAT

Intended for:

For building a stronger internal culture for communication, personnel, management teams.



In the everyday life of the organization, internal and external communication are increasingly merging. It is no longer possible to create a different image on the outside from the inside of the organization. Therefore, the internal culture becomes the strategic basis of the organization's competitive advantage and reputation building.

All companies are looking for the "Holy Grail" - a formula for a strong internal culture that would allow them to attract the best employees, make customers the ambassadors of the company, and ultimately earn more. However, only a few succeed.

How to build long-term relationships in an era of short-term loyalty? And why "all happy companies are alike, but every unhappy one is unhappy in its own way"? The big secret is that… not everything is always equally important.


How to find the right points of application of force in the formation of internal culture and focus resources on them?

To solve this challenge, let's answer more nuanced questions. Why does internal culture become external reputation? How to sift information from information and put it into a story? What is the invisible but real gravity of influence and power in the organization and how to work with it? Which channels are effective and how to use them? How to build internal communication during changes and crises? Why are employees your best communicators, and what happens when they're not?

Answers to these and other questions - in the seminar "Internal culture as the basis of the organization's reputation" by Ivars Svilan.

Benefits of the course:

Practical examples and a broader view of communication mechanisms and tools will allow:

  • better understand the mechanics of reputation formation;

  • transform information more effectively into accurate messages and into stories;

  • create an internal impact map of your organization;

  • find new opportunities in the use of internal communication channels and tools;

  • react better in crisis situations and use internal resources in solving them.

Course format:


  • lectures and discussions, analysis and systematization of personal experience;

  • group works, case studies analysis;

  • stories of experiences and discussions during which we will learn from each other.

Ivars Svilans.png

Ivars Svilāns

  • Communication practitioner with 30+ years of experience.

  • Worked in the media, finance, retail, education industries - Latvijas Radio, Swedbank, Maxima Latvija, Riga Technical University, Bank of Latvia.

  • The journalist's experience in entertainment, news and analytical programs has given him the opportunity to understand the mechanisms of communication and news formation.

  • Managing communication in various companies through the financial crisis, restructuring of company values, changes in business models, etc. allowed to gain crisis management experience.

  • Lectures at universities and company consulting have helped to gather experience and see regularities that can be used by companies and institutions in every field of activity.

  • Bachelor's and Master's degree in business management of the University of Banking.

  • Member of the Latvian Association of Public Relations Professionals (LASAP).

  • Winner of several annual awards in the communication industry.

  • "Pastaiga" magazine once recognized him as one of the TOP13 "Latvian PR sharks".


2 days in person | 16 academic hours

Day I



8 academic hours


Internal culture and reputation formation

  • Trust mechanisms - who do you trust now?

Internal culture and business logic

  • Why and what is worth investing in internal culture?

Information vs. Message

  • How to create a habit of communicating in messages?

Changes in the media field

  • How do audiences become authors?

Internal influence parties

  • Who are the most influential people in the organization?

Stakeholder Map

  • How to realize it practically? How to work further?

The internal environment of the organization

  • How to practically monitor the situation?

Actors of the corporate environment. Toxic practices

  • What are they? How to lead constructively?



What does reputation consist of?


Group work:

Creating a message from all known fairy tales


TOP10 most influential people in the organization

Group work:

Creating a stakeholder map

Day II



8 academic hours


Internal target audiences and channels

  • Why are there always more than you think?

Communication as a management responsibility

  • What resources and skills does it require?

"Internal Propaganda Traps"

  • "Said message" or "blurred message"?

Corporate "storytelling" orstorytelling

  • How to collect and use inside stories?

Remote and hybrid offices

  • How to build culture in the new work reality?

Organizations in significant change

  • What risks and opportunities do they present?

The role of management in crises and transformations

  • How do crises show the strength of an organization?

Employees in corporate communication

  • How to identify resources and talents in time?

Crisis communication internally

  • How not to forget employees in crisis management?



We collect all internal communication channels of the company


Group work:

Create a corporate story that reflects the company's values

Creating a matrix of audiences and channels for a specific company


Resource deployment plan - how to identify internally available resources in times of crisis

Group work:

Creation of a communication plan for outsourcing the functions of one structural unit




Paldies par reģistrēšanos!

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