Maintaining Corporate Communication: Identity, Image, and Reputation

This article discusses the importance of maintaining corporate communication through identity, image, and reputation. It explores how project managers can establish a positive image and identity to facilitate effective communication. The article also delves into the role of branding and logo in shaping the organization's identity.

SOUTHERN CROSS UNIVERSITY
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Student Names: John Smith (Student No.)
Yu Yan (Student No.)
Akshay Kumar (Student No.)
Vilma Santos (Student No.)
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Title of Report
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Title of Report
Abstract
An abstract must be fully self-contained and make sense by itself, without
further reference to outside sources or to the actual paper. Its purpose is to state
the intentions in writing the report and provide a brief outline of the overall aim,
the relevance or importance of your work, key findings and the main
conclusions and recommendations.
It is a well-developed single paragraph of approximately 200 words in length.
The function of the abstract is to outline briefly all parts of the paper.
Although it is placed at the beginning of your paper, immediately following the
title page, the abstract should be the last thing that you write, once you are sure
of the conclusions you will reach.
2

Title of Report
Table of Contents
Abstract................................................................................................................................................................ 2
1. Introduction.................................................................................................................................................. 4
2. Identity, image, and reputation(Student Name and ID)…………………………..……………….5
2.1Issue
1………………………………………………………………………………………………………5
2.2 Issue
2………………………………………………………………………………………………………7
3. Corporate responsibility(Student Name and ID)…………………………………….….……….…..8
3.1 Issue 1………………………………………………………………………………………..….
…………8
3.2 Issue 2……………………………………………….………………………………………….
…………..9
4. Media relations(Student Name and ID)……...……………………………..…………………………..10
4.1 Issue
1…………………………………………………………………………………………………….10
4.2 Issue
2…………………………………………………………………………………………………….11
5. Crisis management (Student name and ID)…………………………………….…………….……….12
4.1 Issue 1…………………………………………………………………………..……….
…………… ….12
4.2 Issue
2…………………………………………………………………………………………………….13
6. Conclusion…………………………………………………………………………………………………………15
7. Recommendations…………………………………………………………..…………………………...………16
List of Tables and Figures [if appropriate - Number according to each section]
Figure 2.1 Reputation framework………………………………………………………………………….6
Table 3.1 Strategy and society……………………………………………………………………………..9
Table 3.2
Figure 4.1
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Title of Report
A table of contents should include all section headings and subheadings:
 Worded exactly as they appear in the report
 Numbered exactly as they appear in the report
 With their page numbers location.
4

1. Introduction
Introduction
Maintaining the corporate communication is important for the proper development of
the project,. It is the responsibility of the project managers is to initiate the
communication between the organizational hierarchies so that the flow of the
information can be implemented while the development of the project. Apart from that
maintain the communication is also important as it will help to understand the business
requirements in a more clear way (Hemsley-Brown
et al. 2016). There are different sub
sections or the competencies those should be maintained by the managers in the
organization in order to maintain the corporate communication. The main theme of this
paper is to discuss about one such competency named “mage, identity and reputation”.
The discussion will cover the various aspects of this competency in the context of
maintain the corporate communication in the organization.
Discussion
In order to discuss the identity , image and the reputation of the project manager in
order to initiate the corporate communication, there is a need to know the definition of
each of the terms related to this competency.
Image: The image is the reflection of the project manager to the other stakeholders of
the project. The image of the project manger is important for the communication of the
project. If the project manger seems not approachable to the other stakeholders , the
stakeholders may not be interested to express their concern regarding the development
of the project. This will hamper the communication flow in the organization.
On the other hand if the reflection or the image of the project manager is approachable
or friendly, there is a chance that the stakeholders will feel free to communicate with
the project manager regarding their concern. In this context, the leadership quality of
the project manger also reflects his or her image,. If the project manager is a
transformative leader he or she will encourage the members of the team to make the
proper communication. This will make the image of the project manager approachable
to the others.
Identity: The identity of the project manager is dependent on the image of the project
manager. The identity defines the project manager as person and as a manager. If the
image of the project manager is good , it can be possible that that person can make an
identity in the industry. Apart from that the work executed by the project manager also
defines the identity of that respective person (Lievens and Slaughter 2016). In case, if
the manger has developed or managed a complex project, there is a chance that the
manager is well identified in the industry.
Reputation
The reputation is dependent on both the image and the identity of the project manager.
In case, if the project manager is approachable and have a good image as a human being
and as a manager, the team member will respect him or her. Apart from that if the
project manager has made an identity in the industry by executing the complex and the
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complicated project, that respective manager will have the reputation of being a good
manger. Apart from that the reputation is also dependent on the perception of the
project manager.
Differentiation of the organization through the identification and image:
The identification of the companies and organizations can be done through the
reputation and identity of the organizations. It has been seen like the managers in the
organization; the organizations also have the reputation and the images in the industry.
This can also be defined as the brand value for the organization.
The identity of and the image of the organization can be maintained through the proper
services to the consumers and the maintaining g the quality of the goods and the
services from the organization. It has been seen that at the initial stage a company or
organization does not have any brand value or image (Urde 2016). After the generation
of the services and the products the brand value of the organization will grow. Apart
from that the other factors like the prices and the features of the products also play
important role for the development of the brand value.
Shaping of the identity of the organization:
The shaping of the identity of the organization can be done through the different
business decisions and the marketing schemas such as logo of the organization and
maintaining the corporate branding. The significance of these two aspects of the
organization in communication will be described as follows-
Logo: It has been seen that the logo of the organization signifies the value and the
thinking of the organization. Sometimes, the logo also represents the type of services
and the products the organization is providing to the consumers. In this context, it can
be said that the creation of the logo is very important for the organization (Beck 2016).
In some cases, the logo becomes the representation of the organization and the goodwill
of the organization. In this context, the name of the Addis and Nike can be mentioned.
The logos of these organization carry the goodwill of these brands. Apart from that logo
is away that helps in the communication between the organization and its users.
It has been seen that some of the organizations change the logo after long period of
time. In this context, the mention of ZARA can be done. Recently ZARA has changed the
logo for the organization. However, the changes were not very visible as the font and the
spacing between the letters have changed. However, the users and business
organizations have noticed this change and the critical review has been done regarding
this.
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2. Identity, image, and reputation (Student Name and ID)
[Introduction to this section]
Maintaining the corporate communication is important for the proper development of the
project,. It is the responsibility of the project managers is to initiate the communication
between the organizational hierarchies so that the flow of the information can be
implemented while the development of the project. Apart from that maintain the
communication is also important as it will help to understand the business requirements in a
more clear way (Hemsley-Brown et al. 2016). There are different sub sections or the
competencies those should be maintained by the managers in the organization in order to
maintain the corporate communication. The main theme of this paper is to discuss about one
such competency named “mage, identity and reputation”. The discussion will cover the
various aspects of this competency in the context of maintain the corporate communication in
the organization.
Linking devices
In order to discuss the identity , image and the reputation of the project manager in
order to initiate the corporate communication, there is a need to know the definition of
each of the terms related to this competency.
Image: The image is the reflection of the project manager to the other stakeholders of
the project. The image of the project manger is important for the communication of the
project. If the project manger seems not approachable to the other stakeholders , the
stakeholders may not be interested to express their concern regarding the development
of the project. This will hamper the communication flow in the organization.
On the other hand if the reflection or the image of the project manager is approachable
or friendly, there is a chance that the stakeholders will feel free to communicate with
the project manager regarding their concern. In this context, the leadership quality of
the project manger also reflects his or her image,. If the project manager is a
transformative leader he or she will encourage the members of the team to make the
proper communication. This will make the image of the project manager approachable
to the others.
Identity: The identity of the project manager is dependent on the image of the project manager. The
identity defines the project manager as person and as a manager. If the image of the project
manager is good , it can be possible that that person can make an identity in the industry. Apart
from that the work executed by the project manager also defines the identity of that respective
person (Lievens and Slaughter 2016). In case, if the manger has developed or managed a complex
project, there is a chance that the manager is well identified in the industry
2.1 Reputation
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2.1.1 Differentiation of the organization through the identification and image:
The identification of the companies and organizations can be done through the
reputation and identity of the organizations. It has been seen like the managers in the
organization; the organizations also have the reputation and the images in the industry.
This can also be defined as the brand value for the organization.
The identity of and the image of the organization can be maintained through the proper
services to the consumers and the maintaining g the quality of the goods and the
services from the organization. It has been seen that at the initial stage a company or
organization does not have any brand value or image (Urde 2016). After the generation
of the services and the products the brand value of the organization will grow. Apart
from that the other factors like the prices and the features of the products also play
important role for the development of the brand value
Figure 2.1 Reputation framework
Source: (George et al. 2016)
Shaping of the identity of the organization:
As shown in figure 2.1, the shaping of the identity of the organization can be done
through the different business decisions and the self presentations such as logo of the
organization and maintaining the corporate branding. The significance of these two
aspects of the organization in communication will be described as follows-
Logo: It has been seen that the logo of the organization signifies the value and the
thinking of the organization. Sometimes, the logo also represents the type of services
8

and the products the organization is providing to the consumers. In this context, it can
be said that the creation of the logo is very important for the organization (Beck 2016).
In some cases, the logo becomes the representation of the organization and the goodwill
of the organization. In this context, the name of the Addis and Nike can be mentioned.
The logos of these organization carry the goodwill of these brands. Apart from that logo
is away that helps in the communication between the organization and its users.
It has been seen that some of the organizations change the logo after long period of
time. In this context, the mention of ZARA can be done. Recently ZARA has changed the
logo for the organization. However, the changes were not very visible as the font and the
spacing between the letters have changed. However, the users and business
organizations have noticed this change and the critical review has been done regarding
this.
Maintaining the corporate branding: Maintaining the corporate branding is important
as it will help the organization to get identified in the industry, The corporate
communication or corporate branding is largely dependent on the goodwill of the
organization. It has been seen if the organization has certain reputation of delivering the
good service; the corporate communication of the respective organization can be
improved. In that case, that respective of organization will get more clients and the
communication along with the collaboration with the other countries can be maintained
in a proper way.
Identity management in action: The management of the identity is important for the
development of the project. It has been seen that most of the well known organization
are investing in the marketing g of the management (Eckert 2017). This can be also
defined as maintain the brand value for the organization. There are certain things those
can be done for managing the identity or the brand for the organization, these are as
follows:
Dedicated marketing team: The organization should provide a dedicated marketing
team for the development of the branding for the organization (George
et al. 2016). It
has been seen that the branding of the organization is largely dependent on the services
and the products manufactured by the organization. However, good marketing and the
branding of the product is needed to make the permanent identity in the organization.
Maintaining proper communication with the clients and the users: The clients and the
users are the important attribute for the organization. In that case, it is the
responsibility of the organization to maintain proper communication between the
clients and other stakeholders. This communication can be done through the social
platform (Tracey and Phillips 2016). Part from that the organization can arrange
different social events so that they can get communicated with the users. Apart from
that these organizations can get an overview about the thinking of the clients and the
users. This will help them in the communication as well as the development of the
products and services.
Significance of the reputation
For the further expansion of the business and the development of the organization
reputation matters largely It has been seen that due to the reoperation the organization
is getting more consumers compared to the other companies (Lievens 2017). When the
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two companies are developing the same thing , it is the reputation of the organization
that will allow one of the companies to get more consumer base. Apart from that
reputation will help the organization to make an identity in the organization.
2.2 Managing the reputation:
The management of the reputation is the responsibility of the respective organization. It
has been seen that the reputation is largely depend on the quality of the products and
services. Apart from that , sometimes, the reputation is also dependent on the business
decision of the organizations. In that case the organization should take rational decision
in managing the reputation of the organization.
Roles of the employees
The roles of the employees play an important part for managing the reputation of the
organization. It has been seen that if the employees in the organization can maintain
proper environment for the development of the business and the functionalities there is
a possibility that the outcome or the product has the standard quality. This will help the
organization to earn goodwill.
Conclusion
The discussion is regarding maintain the image, identity and reputation. In this context,
all these three attributes are mentioned in terms of organization and managers. It has
been seen in most cases, the reputation is largely depend in the image and the identity.
This is applicable for both the mangers and the organization. In order to maintain the
reputation in the industry the organization has to produce the standard quality product.
Apart from that the marketing of the organization is needed to be done in a proper way.
Apart from that the perception of the manager of the organization should be positive so
that the manager can earn the reputation in the working place.
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References
Beck, S., 2016. Brand management research in family firms: A structured review and
suggestions for further research.
Journal of Family Business Management,
6(3), pp.225-
250.
https://www.emeraldinsight.com/doi/abs/10.1108/JFBM-02-2016-0002
Eckert, C., 2017. Corporate reputation and reputation risk: Definition and measurement
from a (risk) management perspective.
The journal of risk finance,
18(2), pp.145-158.
https://www.emeraldinsight.com/doi/abs/10.1108/JRF-06-2016-0075
George, G., Dahlander, L., Graffin, S.D. and Sim, S., 2016. Reputation and status:
Expanding the role of social evaluations in management research.
https://journals.aom.org/doi/abs/10.5465/amj.2016.4001
Hemsley-Brown, J., Melewar, T.C., Nguyen, B. and Wilson, E.J., 2016. Exploring brand
identity, meaning, image, and reputation (BIMIR) in higher education: A special section.
https://www.sciencedirect.com/science/article/pii/S0148296316000291
Lievens, F. and Slaughter, J.E., 2016. Employer image and employer branding: What we
know and what we need to know.
Annual Review of Organizational Psychology and
Organizational Behavior,
3, pp.407-440.
https://www.annualreviews.org/doi/abs/10.1146/annurev-orgpsych-041015-062501
Tracey, P. and Phillips, N., 2016. Managing the consequences of organizational
stigmatization: Identity work in a social enterprise.
Academy of Management
Journal,
59(3), pp.740-765.
https://journals.aom.org/doi/abs/10.5465/amj.2013.0483
Urde, M., 2016. The brand core and its management over time.
Journal of Product &
Brand Management,
25(1), pp.26-42.
https://www.emeraldinsight.com/doi/abs/10.1108/JPBM-05-2015-0875
Kotler, P. and Gertner, D., 2002. Country as brand, product, and beyond: A place marketing
and brand management perspective.
Journal of brand management,
9(4), pp.249-261.
https://link.springer.com/article/10.1057/palgrave.bm.2540076
Shocker, A.D., Srivastava, R.K. and Ruekert, R.W., 1994. Challenges and opportunities
facing brand management: An introduction to the special issue.
Journal of marketing
research,
31(2), pp.149-158.
https://journals.sagepub.com/doi/full/10.1177/002224379403100201
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3. Corporate responsibility (Student Name and ID)
[Introduction]
In the previous section, we discussed the importance of identify, image and reputation. An
increasingly significant contributor to corporate communications is the notion of corporate
responsibility…...
3.1 Issue 2 (sub heading)
3.1.1 Heading level 3 (sub sub heading)
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3.2 Issue 2 (sub heading)
In shaping a CR strategy, a corporation ideally acknowledges the link between
competitive advantage and corporate social responsibility as show in Table 2.1.
Table 3.1 Strategy and society (Source: Developed by the author for this
assignment)
Conclusion
Link to the next section
References
Identify your 8 to 10 references. Highlight the peer reviewed references.
13

4. Media relations (Student Name and ID)
[Introduction]
One of the most critical areas within any corporate communication function is
the media relations department.
4.1 Issue 1
14

4.2 Issue 2
Conclusion
Link to next section
References
Identify your 8 to 10 references. Highlight the peer reviewed references.
15

5. Crisis management(Student Name and ID)
[Introduction]
The final section of the report examines crisis communication. Unlike the
previous three sub functions covered in the report, a crisis is something
everyone can relate to.
5.1 Issue 1
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5.1.1 Sub issue
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5.2 Issue 2
Conclusion
No linkage to next section necessary as we have competed the body
References
Identify your 8 to 10 references. Highlight the peer reviewed references.
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6. Conclusion[NB: Include a heading for ‘Conclusion’]
This is the main conclusion for the WHOLE report.
Summarise the report’s findings and evaluate the main facts.
You need to link back to the main introduction and the overall theme of
corporate communication.
Avoid writing new ideas or findings.
The conclusion may include a summary of what the finds mean.
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7. Recommendations
The specific improvement recommendations are as follows:
7.1 Identity, image and reputation
Ensure consistency in all communications to create a stronger reputation.
Review inappropriate or outdated communication materials.
7.2 Corporate responsibility
No more than one recommendation for each section.
Recommendations should aim to solve the problem or provide answers to
the report question: 'Why and how should managers master the corporate
communication function'?
Clearly state the action to be taken.
Present each recommendation in a separate point (yes you can use a dot point) or
paragraph.
They should be of equal importance.
Please note: The imperative voice (command or request) is often used for
recommendations. Begin each recommendation with a verb. The subject ‘you’ is
assumed in the recommendation.
Another useful strategy is to write recommendations as an action plan that identifies
who, what, when, where, why and how.
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