UMKDWM-15-M Corporate Communications Assessment Brief | UWE

Completing your assessment 

What am I required to do on this assessment?

You will be analysing a contemporary corporate communications campaign. This assessment aims to apply theories and models of Corporate Communications, allowing you to critically reflect on these concepts and their implications for corporate practice, supported by appropriate theory and relevant sources.

Tasks

Using an organisation of your choice, examine at least two different but linked examples of corporate communications issued by the organisation. The communications should be from either 2024 or 2025.

1. Examine the context for the communications. Using relevant theories and concepts of corporate communications, critically evaluate the goals of the communications (300 words)
a. Include copies of the communications within the appendix (excluded from the word count).

2. Using relevant models, identify, assess and prioritise key stakeholders for the communication. Identify the specific communication needs and concerns for three key stakeholders (750 words).

3. Using relevant theories and principles of corporate communications, critically evaluate:
a. The core messages for stakeholders
b. The communication channels used 
c. The impact on corporate reputation of the chosen communications
(1050 words)

4. Based on your preceding analysis, provide three recommendations for how companies can improve their corporate communications in the digital era (900 words)

Where should I start?

• Read the brief and the supporting materials carefully to ensure that you are completely clear on what is expected from this assessment. If you are unsure, ask your tutor.
• Attend and actively participate in lectorials
• A report style of writing (i.e. breaking the text down into sections and sub-sections) is required so that your content is signposted.

1. Choose a campaign. Select a contemporary corporate communications campaign that interests you. This could be a recent advertising campaign, a public relations effort or a social media initiative by a well-known company.
2. Research the campaign. Gather detailed information about the campaign.  Look for press releases, news articles, social media posts, and any other relevant materials. Identify the context and purpose of the campaign (e.g. crisis, ESG linked).
3. Apply theories and models. Use corporate communications theories and models to analyse the campaign and its audience. Some useful frameworks might include: Stakeholder theory, crisis communication models.
4. Critical reflection. Reflect critically on the campaign’s effectiveness. Consider questions such as: How well did the campaign engage its target audience (e.g. restore public trust, accurate and timely information dissemination, mitigate negative media coverage, protect the company’s brand and reputation)?

What were the key messages (e.g. clarity, apology, accountability, steps taken to resolve issue), and how were they communicated (e.g. intranet, email, meetings, press releases, social media, website updates)? Were there any ethical considerations or controversies? How did the campaign align with the company’s overall brand values?

5. Support with theory and sources. Back up your analysis with appropriate theories and relevant sources. Cite academic articles, books and credible sources to support your points. You can use examples from the UK or internationally to help illustrate your points.

6. Implications for practice. Discuss the implications of your findings for corporate practice. What lessons can be learnt from the campaign? How can they apply these insights for future communication strategies (e.g. social media engagement, internal and external communications). 

Module learning outcomes assessed by this task:

• Critically evaluate and apply relevant theories and principles on corporate communications and public relations
• Examine the impact of the changing external environment for corporate communication practice
• Assess and prioritise stakeholders for effective corporate relations management
• Develop and critically evaluate a contemporary communications campaign