“Reputation matters. With disruptions from COVID-19 accelerating changes in education worldwide, especially in a competitive market for international schools like Shanghai, reputation and managing it effectively matters more than ever. Stephen Holmes’ thought-provoking course on Reputation Management was an incredibly valuable experience for us as a school — for academic and school leaders as well as team members working on marketing, admissions, communications, parent and alumni relations, and institutional advancement. It forced us all to take a step back from our often siloed thinking and look critically at our actual reputation and how we can cultivate and actively nurture this reputation with staff, students, parents and the community writ large and communicate it more effectively. It is also helping spark important conversations and strengthen connection with other schools within our Yew Chung Educational Foundation group, helping us contextualize and better leverage our reputation through the YCYW family of schools. Already, we are seeing concepts, questions, and data explored in the course driving initiatives, promoting community engagement and framing discussions in terms of our strategic priorities moving forward. We are excited about engaging Stephen Holmes and his 5R’s team to help us gather and analyse data through his Reputation Assessor tool so that we can make more informed data-driven strategic decisions to manage our school’s reputation.”