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complete a Corporate Reputation Consultancy Report

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E‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍nd of Module Consultancy Project Using either the company you chose for the mid module assignment or another company of your choice, use the situational analysis you undertook to complete a Corporate Reputation Consultancy Report. This will be in report format to a maximum of 2,500 words and will explain how you will redress the three issues you identified in your mid module assignment through a corporate communications campaign targeted at priority stakeholders. ——– Your report should include the following elements: A brief executive summary which overviews your report. A brief summary which states again the issues you identified in your mid module assignment and gives a rationale for the prioritisation of stakeholders you believe are most likely to be affected by the issues identified. You may choose to focus on one over-riding issue at this stage, or continue to discuss three inter-related issues that may be affecting reputation. An evaluation of the organisation’s current corporate brand identity and value using at least two relevant measurement frameworks. A discussion of how the issues identified may impact upon both reputation and value using a framework of analysis such as mapping stakeholder perception gaps. An overview of the primary corporate communications strategies and activities you believe could be used to redress the issues you have identified. Identification of the primary corporate communications tools you believe could be deployed to deliver these corporate communication strategies and activities, including a basic GANTT chart that shows when the tools could be deployed. A brief outline of how the corporate communications campaign you are suggesting could be evaluated using, for example, the AMEC framework. You will need to submit a separate list of references that will not be included in the word count. Where theory and models are used to introduce concepts they should be referenced, for example you might provide a definition of corporate branding or the Corporate Character Scale and reference the source. However this is an applied project, which means you are not required to discuss or critique any models of analysis you use, simply to apply them, for example the Corporate Identity Mix or Corporate Reputation Chain. Likewise, as this is‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍ a masters/professional level course, you are expected to reference any non academic sources you use such as news features, business databases and company reports. You are expected to evidence the analysis you present, which means your discussion of brand value should be fully referenced from appropriate sources. The word count for your project is 2,500 words. ——- Learning Outcomes: Analyse and evaluate the different elements of communication that constitute Corporate Communications and how they sit within an organisation’s overall communications strategy. Critically reflect upon the digital disruption of corporate communications models and the role of online reputation management. Synthesise the principles of branding, personality, social responsibility, image and identity, both online and offline, within Corporate Communications. Devise and implement ethical Corporate Communications strategies and techniques that integrate stakeholder management at an organisational level. ——- Submission Instructions: Submit your saved document below before the end of Unit 12. Use UoEO Harvard referencing throughout. After the deadline, the submission page will be locked. If you need to apply for Late Submission, please complete the late submission of coursework form. ———– Unit 12 Reading Required Reading Roper, S. & Fill, C., (2012) Corporate Reputation, Brand and Communication, Harlow: Pearson. Chapter 12: Methods of corporate communication. Additional Reading Van Riel, C. & Fombrun, C., (2007) Essentials of Corporate Communication: Implementing Practices for Effective Reputation Management, London: Routledge. Chapter 8: Communicating with Key Stakeholders. Jaques, T., (2007) Issue management and crisis management: An integrated, non-linear, relational construct. Public Relations Review, 33 (2007) 147-157. ——- Unit 11 Reading The reading this week focuses on Required Reading Roper, S. & Fill, C., (2012) Corporate Reputation, Brand and Communication, Harlow: Pearson. Chapter 11: Symbols, tools and the media. Additional Reading Langham, T, (2018) Reputation Management: The Future of Corporate Communications and Public Relations, Bingley: Emerald. Chapter 8: The reputation management too‌‍‍‍‌‍‍‌‌‍‍‍‌‍‍‍‍‌‍‍lkit.

 

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