Issues in Corporate Communication and Recommendations for MnM Company

The report focuses on the issues that are faced by the company that can be associated with identity, image and reputation along with the corporate responsibility, media relations and crisis management. The issues are identified individually for the development of the company. At the same time, it is recommended that the company revisits its PR strategies to make itself more inclined towards effective communication with the public, since the issues suggest that all of them can be rooted to ineffective communication with the public.

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Management
Name of the Student
Name of the University
Author Note

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Executive Summary
The report focuses on MnM Company one of the reputed countries in the world known for
providing chocolates. The report focuses on the issues that are faced by the company that can
be associated with identity, image and reputation along with the corporate responsibility,
media relations and crisis management. The issues are identified individually for the
development of the company. At the same time, it is recommended that the company revisits
its PR strategies to make itself more inclined towards effective communication with the
public, since the issues suggest that all of them can be rooted to ineffective communication
with the public.

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Table of Contents
Introduction................................................................................................................................3
Identity, image and reputation....................................................................................................3
Issue 1: Organisational image................................................................................................3
Issue 2: Organisational reputation..........................................................................................4
Corporate responsibility.............................................................................................................4
Issue 3: Shrinking role of Government..................................................................................4
Issue 4: Increased customer interest.......................................................................................5
Media relations...........................................................................................................................5
Issue 5: Develop social commitment......................................................................................5
Issue 6: Provide authentic news by respecting the privacy....................................................5
Crisis management.....................................................................................................................6
Issue 7: Quickness..................................................................................................................6
Issue 8: Keeping the public informed.....................................................................................6
Recommendation....................................................................................................................6
Conclusion..................................................................................................................................7
Reference....................................................................................................................................9

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Introduction
Corporate communication and function plays an important role in the management of
an organisation since it helps in the development of an image for a company. Crowther and
Seifi (2018) stated that it is necessary that the corporate culture and communication define
the image and reputation of a company, which can help in providing an access to the
development of potential competitive advantage in the market. Unit (2015) observed that
corporate communication function also helps in managing the identity of the companies and
provides it with new reputation in business. The report highlights the issues that exist in
maintaining corporate communication and the manner in which the issues can be resolved so
that MnM can continue with maintaining corporate image. The report focuses on the issues in
identity, image and reputation along with the corporate responsibility, media relations and
crisis management that takes place in organisations and its recommendations for
organisations.
Identity, image and reputation
Issue 1: Organisational image
The image of an organisation can grow due to the development of its stature in the
business. However, in the words of Grayson and Hodges (2017) issues can rise with the fact
that expectations on the company can grow. Therefore, it can be seen that the organisational
image can pose issue based on the development and the manner in which expectations of the
organisational image. For example, as stated by Crane, Matten and Spence (2019) customers
can expect organisations to be more innovative and in the case of MnM Company, it is
expected that the company can continue with the development of its corporate stature in the
business. Therefore, it can be said that the organisational image can be considered as a

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negative impact for the development of MnM since it is the duty of the company to make
continuous improvement in its quest to become popular.
Issue 2: Organisational reputation
Organisational reputation can be considered as an issue mainly because it provides an
analysis of the expectations of the customers. It is necessary that the organisations take into
consideration any ethical issues associated with the development of an organisation, which
can improve its reputation in the market. In the case of MnM, the organisational reputation
can be considered based on the type of chocolates that are provided by the company.
Therefore, from the evidence of Schrempf-Stirling, Palazzo and Phillips (2016) it can be said
that the organisational reputation can be associated with the development of the products.
MnM need to ensure that the organisational reputation of the company does not hamper its
progress. The issue that can be associated is the fact that the expectations of the company can
increase. Hence, it can be said that for MnM the company need to make changes, which can
help in the development of the company and resolve any issue that can be associated with its
reputation. The issue can also be associated with the development of the image of the
organisation, which in turn can have a negative impact on its reputation.
Corporate responsibility
Issue 3: Shrinking role of Government
With the shrinking role of the government in regulating the quality check on the
products, since MnM is already an established firm by now, it is the corporate responsibility
of the company to make sure that they ensure standard quality in their products, since they
possess a high market share. There have been recent complaints regarding the quality control
of MnM products in the recent past that claim that some of the elements that go into their

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manufacturing is hazardous. This has to be taken care of since the company caters to a large
market segment, worldwide.
Issue 4: Increased customer interest
Increased customer interests indicates that the firm is growing in popularity in the
market. This is the reason why the company must be able to make sure that they are able to
address the needs and concerns of the customers, since customers are the reason for the
success of the firm. As discussed earlier, there have been widespread discontent over the
manufacturing elements that go into the products. The company must be able to address to all
of those concerns accordingly. Failing to do this, would not only hamper the brand image and
loyalty in their market, but would also be indicative of the fact that the company has not been
doing business in a responsible manner.
Media relations
Issue 5: Develop social commitment
Media relations has to be such that the company does not fail to commit themselves to
the society in which it does its business in. this is the reason why the main thing to consider
in this regard would be to make sure that the news which it wishes to convey to the public has
an angle of social concern in it. The company has been in the news in the recent times either
for public complaints, or for how fast they are growing in the markets worldwide. Pertaining
to that, the company has clearly failed to ensure that there has been significant stories of it in
the news, which have an angle of social commitment in them.
Issue 6: Provide authentic news by respecting the privacy
News which appears relating to the company must be authentic in nature. This is
because fake news is at an all time high especially in the United States, and particularly with

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the advent of the internet. Rumours are likely arise about the company, given its popularity.
Addressing those, the company must be able to debunk them by providing authentic news to
the news stations, while also respecting confidentiality of some classified business
information.
Crisis management
Issue 7: Quickness
During times of crisis or rumours that circulate in the media about the company, the
company must be able to address them without wasting any time at all. This is because news
spreads in the media like a magic bullet, and reaches the masses in a widespread manner.
Before it can reach out to a terrific number of people, and subsequently tarnishing the brand
image of the firm, the company must be able to address the situation swiftly and quickly.
Issue 8: Keeping the public informed
During the time of an ongoing crisis, be it in any form, it is important to note that the
company must be able to keep the public informed on the matter and give them regular
updates about the situation. This is something that the company has not been doing in the
recent times, when the public complaints regarding the manufacturing complaints were at an
all time high. This is the time when the company was required to interact the most with the
public, rather than keeping them in the dark, by providing erratic reports in the media. should
such a situation arise again, the company must make sure that it addresses the public concern
and keeps them informed in the issue frequently and regularly.
Recommendation
The company must engage more with the general public. This is because it is the
public which has been playing a role in the growth of the business of the firm. This is the reason why

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the firm must respect it and become more inclined towards ensuring public satisfaction. This will also
aid in the reputation and organizational image of the firm. The firm has been facing complaints
pertaining to their manufacturing processes in the recent past, and it must be made sure that they
interact with the public enough, so that these concerns are cleared out in the market. Failing to do this
would only lead to high degree of dissatisfaction and confusion in the market, which would in turn
lead to a degraded brand image. It should perhaps market its CSR activities a bit more than it usually
does to give off a sense that it is socially committed in its business. This is the reason why the
company must be able to make sure that they maintain good media relations. Talking about that, they
should be more swift in addressing crises situations, and also taking actions to keep the public
informed on a regular basis. It is recommended that they revisit their PR strategies to develop them to
meet these criteria.
Conclusion
From the above conclusion, it can be deducted that MnM is a company that has been
growing in its market share and has been rising in popularity, but has not been able to resolve
some of the major issues which exist within the company. There have been incidents in the
past which have posed threats to the brand image and reputation of the firm and the company
has not interacted enough with the public to make sure that these are properly resolved in a
way which would not pose any further threats to the company in the near future. The
company has been lagging in addressing crises situations swiftly and has also been failing in
making sure that the company keeps the public informed during these situations on a regular
basis, which is of critical importance for the company. It is recommended that the company is
able to market its corporate social responsibility activities more often and in a more
comprehensive manner, such that it conveys a feeling as if the company has been doing its
business in a socially committed manner, this would preserve the image of the brand in

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situations of crises. It is also recommended that the company revisits its PR strategies, to
make them more inclined towards public interaction.

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Reference
Crane, A., Matten, D. and Spence, L. eds., 2019. Corporate social responsibility: Readings
and cases in a global context. Routledge.
Crowther, D. and Seifi, S. eds., 2018. Redefining Corporate Social Responsibility. Emerald
Group Publishing.
Flammer, C., 2015. Does corporate social responsibility lead to superior financial
performance? A regression discontinuity approach. Management Science, 61(11), pp.2549-
2568.
Frynas, J.G. and Yamahaki, C., 2016. Corporate social responsibility: Review and roadmap
of theoretical perspectives. Business Ethics: A European Review, 25(3), pp.258-285.
Grayson, D. and Hodges, A., 2017. Corporate social opportunity!: Seven steps to make
corporate social responsibility work for your business. Routledge.
Hopkins, M., 2016. The planetary bargain: corporate social responsibility comes of age.
Springer.
Petrenko, O.V., Aime, F., Ridge, J. and Hill, A., 2016. Corporate social responsibility or
CEO narcissism? CSR motivations and organizational performance. Strategic Management
Journal, 37(2), pp.262-279.
Saeidi, S.P., Sofian, S., Saeidi, P., Saeidi, S.P. and Saaeidi, S.A., 2015. How does corporate
social responsibility contribute to firm financial performance? The mediating role of
competitive advantage, reputation, and customer satisfaction. Journal of business
research, 68(2), pp.341-350.

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Schrempf-Stirling, J., Palazzo, G. and Phillips, R.A., 2016. Historic corporate social
responsibility. Academy of Management Review, 41(4), pp.700-719.
Unit, B., 2015. Corporate social responsibility.