- Preparatory work
The candidate is asked to choose an organisation with which they are familiar and one that can be used across both tasks. They should complete the organisation summary and insert this into the Appendix section of the assignment.
Task 1 -
Developing a Corporate Communications Strategy
In the context of your chosen organisation, you have been asked to prepare a report critically analysing the organisation's ability to defend its reputation using corporate communications, in which you should:
(a) critically evaluate the concept of corporate communications, and its significance to managing corporate reputation across all organisations
(b) critically evaluate the effectiveness of your chosen organisation’s current corporate communications strategy, using a stakeholder analysis
(c) recommend, with justification, an improved corporate communications strategy, to strengthen and protect the organisation's position in a competitive marketplace. (2500 words)
Appendix
Provide a brief background to the organisation, its customer base and product(s)/service(s) range (two sides of A4 maximum, no marks allocated)
Task 2 –
Developing a Crisis Communications Strategy
In the context of your chosen organisation, prepare a brief report considering how it monitors and manages issues, with a view to recommending a strategy which will better protect the organisation and its reputation in the event of a crisis.
Prepare a brief report in which you:
(a) critically evaluate the concepts of issues management and crisis management as they relate to corporate reputation
(b) assess how effectively your chosen organisation's crisis communications strategy would address TWO potential organisational crises
(c) recommend, with justification, a crisis communications strategy to protect the organisation's reputation against ONE of the crises identified in Task 2 (b). (1500 Words)
Task 3 –
Your Board has asked you to prepare a brief report critically evaluating the nature of corporate brands, and assessing the strength and potential of your chosen organisation's corporate brand.
Prepare a brief report in which you:
(a) critically evaluate the nature of corporate branding across all organisations
(b) critically assess the strength of your chosen organisation's brand, and identify any gaps between its corporate image and identity
(c) recommend, with justification, a branding strategy to strengthen your chosen organisation's corporate image and identity. (1500 Words)
