This unit aims to provide the knowledge and understanding of PR as the discipline that manages an organisation’s reputation. You will gain a theoretical and practical knowledge of the key components that drive organisational reputation that will enable you to connect your learning from the previous two years. You will deepen your understanding of the reputational threats, challenges and opportunities that organisations face in the 21st century and critical importance of aligning organisational identity (culture, values and behaviours of organisations) with organisational image. You will also gain a deeper understanding of the mechanisms and structures organisations can use to create this alignment. As part of your learning journey, you will be able to make links between this unit and all other units studied. The context for the brief is that you should assume the role of a consultant in a corporate PR agency that has been commissioned to design a reputation and corporate communications programme by your chosen client organisation (either BP, NHS or RSPCA). In this role, students should research and design a reputation management plan using theory and planning models from the unit. The report should be organised as you choose using the format you think will work best, but should contain the following components.
Section 1: An analysis of the context, key issues (including evidence from media coverage), opportunities and risks for the organisation. This should consider stakeholders and how their issues relate to the organisation.
Section 2: Respond to the issues identified in Section 1 (the analysis of context) with a corporate communications and reputation management plan. You should choose a planning model from the unit/course and discuss the core messages for the organisation. The plan should include a section on issues and crisis management, along with a timetable.
The timetable, media planning and other material can be included as appendices. This report is practical in nature but you must reference statistical and data used from all sources, and if you are modifying different models/charts/tables from lecture material, these must be referenced.
Reading list In addition to lecture notes and unit material, the following texts are recommended for this assignment.
Grant, R. (2005). Contemporary Strategy Analysis. London:Blackwell Oliver, S. (2009) Public relations strategy. London: Kogan Page. Roper, S. and Fill, C. (2012) Corporate reputation: Brand and communication. Harlow: Pearson