Reference no: EM133064418 , Length: word count:3000

MEDS 1151 Corporate Communications - University of Greenwich

Select ONE organisation (private or publicly quoted on financial markets/small or large/any country or region/NGO or charity) and critically evaluate its corporate communications activity with a focus on its overall reputation and communications strategy.

In twos - brief your colleague on your organization and messages and your colleague presents for you
Identify your chosen organisation

Identify three key messages which the organization is seeking to communicate to external stakeholders.

You will judge its reputation using overall media coverage and social media commentary as a proxy as you will not have access to a full reputation survey.

Do you think its reputation across different stakeholder groups is aligned with the ambitions and stated aims of your chosen organisation?
Include two recommendations on how its corporate communications can be enhanced.

To help in your critical evaluation you need to undertake the following analytical processes which are itemised below which can help shape your understanding of the organisation and your assessment of its corporate communications strategy.

Identify three key messages which the organization is seeking to communicate to external stakeholders. Analyse if the organization has an overall narrative framework to its communications and assess its effectiveness.

Produce a detailed stakeholder map which can additionally show their respective influence and priority as stakeholders to the organisation and any issues which are stakeholder related.

An evaluation of communication channels used by the organization using the PESO model as a framework.

An evaluation of the media coverage both mainstream and social media. This should help inform you of media perceptions of the organisation which will influence its reputation. Is there evidence that the organization has addressed these? An analysis of how the organization engages with social media. Is it using social media as a one way form of communication or seeking to engage with stakeholders in a conversational tone?

Assess the role of organizational leadership in the corporate communications strategy and assess its effectiveness.
An additional analytical approach chosen by you from relevant corporate communications literature which can help inform your corporate communications report.

Your report should be supported with an Appendix containing additional appropriate information if required.
Your report should include a one page executive summary with your main findings at the start; and your report should also include a contents page.
This project is similar to the type of report which might be produced by a PR consultancy on behalf of a larger organization so it gives you insight into industry practice.

Assess the role of organizational leadership in the corporate communications strategy and assess its effectiveness.
An additional analytical approach chosen by you from relevant corporate communications literature which can help inform your corporate communications report.

Your report should be supported with an Appendix containing additional appropriate information if required.
Your report should include a one page executive summary with your main findings at the start; and your report should also include a contents page.
This project is similar to the type of report which might be produced by a PR consultancy on behalf of a larger organization so it gives you insight into industry practice.
Your answer should not exceed 3000 words excluding appendices and list of references.

Readings

1: Tench, R., Waddington, S. 2021. Exploring Public Relations and Management Communication. Fifth Edition. Pearson.
2: Gregory, A., Willis, P. 2013. Strategic Public Relations Leadership. Routledge.
3: Holtzhausen, D, Zerfass, A. 2019. The Routledge Handbook of Strategic Communications