So, the project is a case study of an organisation’s reputation. This is all companies to choose from:
Bank of Ireland
X (Twitter)
Pfizer or Novo Nordisk
Ryanair
Nike
Apple
I decided to go further with X (but realistically, it’s a challenging (time-consuming) one to analyse). I would love it if the writer could proceed with Twitter, but if they think it’s better to choose something else and the result at the end would be A and higher, that’s not a big deal.
So the main point of the assignment is to assess organisation by:
1) Interpreting its current reputation via a communications SWOT (Strengths, weaknesses, threats and opportunities (or Porter’s five
forces))
2) Outlining the salient ‘issues’ it faces (Refer to how the target public processes information, whether that information is significant to them, and whether goals, objectives, message delivery strategies and tactics are pertinent. That’s the checklist suggested and updated by me:
• What are the issues? (check filter media, social
listening, forums, desk research..)
• Who are the actors and those interested?
• Who are their interests (are the public on a
company’s side?)
• In what arena do the actors meet (where is
information made available?)
• What information moves people on this issue?
• What assets do the actors need to prevail in this
arena?)
3) Suggest some communication strategies and tactics that might improve, or enhance its
reputation and address these issues (The main idea is to decide what the plan of the organisation to reach out to its stakeholders/’ public’ is, for example:
– Owned Media (website/ social)
– Earned Media (media, TV, radio, press)
– Paid Media (advertising, paid
posts/Tweets)
– Building Alliances/public affairs
(lobbying) – be careful with this one
– Sponsorship (corporate logo)
– Events
– One-on-One Communication
(briefings)
Really important! While approaching this part, it’s highly recommended to outline what the
audience/public you are targeting.
Mention answers to these questions, while providing the information:
o What is the reach you get for your strategy?
o Will you get much information into it?
o How much control over the message will you have?
o Can you get a chance to repeat the message
o Will it be understood?
o Will it be efficient- in terms of cost and technology etc?
4) Authoring three key persuasive messages the organisation might use on social media or
digital channels about itself to help bolster its reputation. One or two sentences get to the heart of the matter (could be a bit more) – here we should decide whether we
a)inform, build understanding or
b)persuade people to act..
The submission should be suitable for a management team/Board of the organisation selected, which means there is no need to write a huge overview of the company’s history
