ปิด

Report Corporate Communications

You should write a report of 3,000 (maximum) which provides a critical analysis of the

corporate communications function of a for-profit organization of your choice, drawing on

appropriate communications theories. The report should consist of four parts:

(a) a one-page executive summary of the findings: this is included in the word count but

should not be more than one side of A4;

(b) a brief overview of the organization and its communications functions, drawing

attention to the major features that you will develop later;

(c) an analysis and evaluation of the communications of your chosen organization,

drawing on communications and/or marketing theory where appropriate;

(d) recommendations on how the organization could improve its communications in the

light of your research.

While it is for you to decide upon the content and structure of the report, you might feel it

appropriate to include aspects such as:

- A brief overview of the organization: its mission statement, goals, strategic objectives,

etc.

- a communications audit or SWOT analysis of communications

- the consistency of messages – or brand - conveyed across different media and extent to

which communications are integrated

- communication and appropriateness of any sponsorship (if appropriate)

12

- communication of Corporate Social Responsibility programmes (if appropriate)

- barriers to successful communication and use of language; evidence of intercultural

sensitivities (if appropriate)

- an evaluation of publications used for internal communications, marketing/PR

(advertisements, leaflets, website, social media, etc.)

- an analysis of crisis communications (plan or case study) if appropriate

- recommendations for improvement (including costings) and/or Communications Plan

The choice for the organization is Aviva. If you think you have a better suggestion, please let me know.

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