7001MKT Corporate Communications: Assignment 2 Template Company Communications Report: Company CSR and Corporate Communication Strategy The aim of this second report is to extend your knowledge of corporate communications and your ability to apply that knowledge to a real organization. You will particularly focus on CSR and Issues Management, and making realistic recommendations. Purpose of the template: The aim of the template is to help you to develop skills in understanding and using the relevant components for business reports How to use this template: 1. Read all the sections and ensure that you understand what is required You are very welcome to discuss any queries either in class in open discussion or in consultation with the Course Convenor 2. Start working on sections early so that you will have sufficient time for editing, proof reading and reference checking Gathering information 1. Read all the requirements to help you to plan what types of information you will need. 2. Prepare a data (information) collection plan 3. Get started early on library and media searches DO NOT CONTACT THE COMPANY YOU DO NOT HAVE ETHICAL CLEARANCE TO DO THIS. WHAT YOU NEED TO KNOW WILL BE PUBLISHED ON WEBPAGES OR COMMENTS IN THE MARKETING OR FINANCIAL / MANAGEMENT PRESS and YOUR EVALUATIONS AND INTERPRETATIONS OF THIS INFORMATION 5. Techniques like mind mapping are often helpful – check the Library (INS) website and the GBS Resources Bank 6. Enjoy the search process, use critical thinking Finalizing your assignment: * Delete this instruction page * DELETE THE BLUE and RED FONT The assignment is a black font, Times New Roman 11pt or 12pt, 1.5 spacing, standard margins * Re-read the instructions, review the template: have you completed all parts? * Reference check: make sure that the details of each reference are very accurate; also make sure that the Reference list and the in-text citations (within the report) are consistent * Proof read your assignment: this means looking for errors in spelling, grammar, punctuation; proper paragraph structure (for example no one-sentence paragraphs) 7001MKT: Assignment 2 (Individual) Company Communications Report: Company CSR and Corporate Communication Strategy Student Name Insert Student Number Insert Use examples and illustrations appropriate to your nominated organization Use Figures and Tables (anywhere and often) to contain the word count Report 2 Executive Summary Start this section on a new, separate page, which will be numbered i (Small Roman one) Note that you should write an Executive Summary AFTER the report is finalized. It should summary in NO MORE than one page the purpose and main aspects of the report. It is NOT an Introduction, so do not use words like "This report will…" Better to say, "The aim of this report was to investigate …. Table of Contents Start this on a new, separate page. Start this section on a new, separate page, which will be numbered ii. Use Word to do this automatically, or compile manually. 1. Introduction approx. 150 words Start this section on a new, separate page, which will be numbered 1. The purpose of this report is… Explain the purpose of the report briefly 2. Theory – CSR Approx. 450 words In this section you present a definition and discussion of the theory surrounding CSR (and cite the sources). You will need to read beyond our text and class discussions. 3. The role of CSR within the organization Approx. 400 words Assess the main features of CSR practices and communication within the organization. Examine communication activities and tools to illustrate and provide examples throughout your discussion and evaluation of the company corporate communications in this regard. Make sure that you include key stakeholders in relation to the CSR program issues communicated by the company. Consider also how CSR affects the organization's brand and reputation. 4. Theory: Issues Management Approx. 450 words In this section, you present a definition and discussion of the theory surrounding issues management (and cite the sources). Again read beyond the text and class materials. 5. Role of Issues Management for your organization Approx. 250 words Assess the main features of issues that the organization needs to manage, and explain how media relations are used – or could/ should be used. Explain how issues management may affect the organization's brand and reputation. 6. Consistency of company corporate communication messages for your organization Approx. 400 words Examine and discuss the consistency of the messages being communicated to key stakeholders by the company in terms of company image, CSR activities [and green marketing or greenwashing if relevant]. Note that different stakeholder groups may in fact require DIFFERENT messages, so comment on this aspect in your report 7. Overall evaluation of Communication in the organization and your specific Recommendations Approx. 600 words Your evaluation and opinion of the corporate brand and reputation and communication practices of your chosen organization. Make at least TWO well-justified recommendations. Are the recommendations both desirable and feasible? Will they support / enhance the corporate brand and reputation? 8. Conclusion Approx. 150 words Reference List Use APA referencing style – be consistent in style, and ensure the Reference List and the in-text citations are consistent This project requires references: Indicatively: you should ensure that you have a wide variety of references for this piece of assessment including: Company Website and relevant pages within the site 10 or more academic journal articles 3 Theoretical text book/s 10 News, media, magazine articles overall Use figures and Tables throughout to contain the word count Appendix 1: Reflections This section should contain one page about your personal experience of doing this assignment. What processes did you go through? What have you learnt about your skills including generic skills like time management, project management … you might choose to contrast this experience with your first assignment experience. In this section (but not in others), you CAN use first person e.g. (I was surprised that …; I found that I need to ….) _____________________