Norman Agatep

On Reputation and Crisis Management

Is your brand well-equipped to handle a crisis? Do you have a reputation that can weather this age of radical transparency and high customer expectations? Norman Agatep, one of the country’s esteemed PR practitioners, will take you through the principles of reputation and crisis management, helping your brand communicate its strengths, prepare for potential crises, and bounce back stronger after a potential setback.

Norman Agatep is the President and Managing Director of Grupo Agatep, one of the leading PR agencies in the country, with over 151 Anvil awards – the country’s premier awards show for the PR industry -  under its belt.

Norman is the current President of the Public Relations Society of the Philippines (PRSP), and in 2015 was president of the Internet and Mobile Marketing Association of the Philippines (IMMAP). Last year, he was chairman of the Association of Accredited Advertising Agencies of the Philippines (4As), and chairman of the Ad Standards Council (ASC). This year, he reprises his role as chairman of the 4As. He is also a member of the Public Relations Society of the Philippines (PRSP).

Building A Strong Brand Reputation

Learn how to build a positive image for your brand across different channels, and map out potential vulnerabilities before they arise.

What To Do In A Crisis

From developing an organizational command structure for times of crises, to creating a communications plan to protect your brand image.

Regaining Brand Trust

Track your crisis management efforts and learn how to navigate your brand after a crisis. Develop plans to turn brand detractors into brand advocates

  • Building, managing, and sustaining a strong brand reputation


  • Monitoring the media for potential reputational attacks


  • Differentiating between and issue and a crisis.


  • Creating an effective crisis command team within the organization


  • How to engage with external stakeholders and the media, even in the most challenging of interviews (includes simulation activities)


  • Debrief after a crisis and evaluate the effects of your crisis management efforts


  • Rebuilding your brand reputation online and offline, after a crisis


What is the ALPHA Program?

The ALPHA Program is a series of learning sessions featuring some of the most experienced and accomplished personalities across different fields. It combines in-class learning and mentorship, where enrolled fellows will not only learn theories and frameworks on their chosen subject matter, but also from the personal journeys and philosophies of their mentors.

Each class will only have 30-40 fellows, to encourage deeper dialogue and interaction.

How is it different from other seminars or masterclasses with the same subject matter?

The ALPHA Program is not your typical seminar or workshop. The focus is not on theories or textbook lectures, but more on learning from each mentor’s experience and worldviews on the subject matter, distilled into one session. We ask our mentors the question, if this will be the last class will teach, what would you like to impart?

But learning does not just happen from the top down. By keeping each class small, we encourage open conversations between the fellows and the mentors, as so much can be learned by building upon or challenging each other’s ideas. One of our goals for ALPHA is to start a community of leaders, doers, and lifelong learners, whose ties will last beyond the program.

What time commitment is required?

The highlight is the one-day face-to-face session with the mentor. Prior to that, we will be sending some preliminary reading materials a week in advance, to prime you for the session.

This 2020, we also launched our 1st Online Mentorship class. For online mentorship, the format is three 2-hour sessions, happening every 9 AM to 11AM (3 Saturdays). Homework will also be given during the week.

Can I join more than one class?

Yes, you can. Each class happens on a different day, so you’re more than welcome to join more than one. We also offer discounts (Php 3,000 off) , should you like to join two or more classes.

How do I join and how much is the investment?

Simply go to each mentor’s page, click APPLY NOW, and fill in your details. You will be receiving an email from your mentor, with 3 short questions that you need to answer. These questions are related to the subject matter, and will help the mentor get to know you better – this is important as we keep our classes small. Should we exceed the maximum required for each class, the mentors will select the participants joining the roster.

After that, you will receive an email notice regarding your application, including the next steps in confirming your slot.

Our early bird rate is at Php 9,500, while regular rate is at Php 14,500. Discounts are available for joining more than one class.

For help in signing up, email us at

Where will the classes be held?

Except for the online class, classes will be held at 19th Floor, Cyber Sigma Building, Old Lawton Ave., Fort Bonifacio, McKinley West, Taguig City 1634, Metro Manila, Philippines.

The online class will be done via Zoom, and you can log on to it anywhere, using your mobile or desktop.




Maximum of 35 carefully-selected fellows under each class to encourage deeper dialogue and interaction


Lectures are curated by industry icons. Learn new perspectives and worldviews from mentors.


Discuss, debate, understand various ways of thinking from fellow lifelong learners

1. Leaders

Senior Managers,  Current Leaders and high-performing individuals, looking for more growth. If you are known in your organization as the problem-solver, we offer an opportunity to expand not just your expertise but to be trained by mentors who have made a real impact in their industries.

2. Game Changers

Those who value not just theoretical frameworks, but the importance of leadership, understanding worldviews, and making things happen within the organization.


Take 2 classes and SAVE Php3,000 on your second class
Rates are subject to 12% VAT

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Apply for your chosen Mentor

Answer questions sent to you by your Mentor.

Wait for the Mentor's approval if you made it to his/her class.



ALPHA students are carefully selected by each Mentor for their respective classes. To apply for a class, register below and wait for further instructions.