Assignment Question
PART I: (50%)
Purpose
This assignment aims to assess students’ understanding of the roles and functions of corporate communication. Additionally, it explores how corporate communication influences the maintenance of a positive brand image and reputation for an organisation.
Requirement
In corporate communication, the critical functions of facilitating internal and external communication, managing stakeholder relationships, and upholding organisational reputation play a pivotal role. The increasing complexity of business environments, alongside the integration of strategic business models, underscores the necessity for organisations to develop effective corporate communication frameworks. These frameworks ensure alignment with organisational goals while addressing challenges such as crisis management, media relations, and stakeholder engagement in a competitive and dynamic market landscape.
Based on the above statement, prepare the following:
1.
a. Discuss how the corporate communication department facilitates internal and external communication to align with organisational goals.
b. Explain the role of corporate communication in managing stakeholder relationships and upholding organisational reputation in a dynamic business environment.
2. Select a specific company from the retail sector (e.g. Padini Holdings, AEON Malaysia), then analyse how its corporate communication department addresses:
a. Crisis Management, Media Relations and Stakeholder Engagement. Provide real examples in your analysis for each point discussed.
b. Evaluate how successful your chosen company addressed all these three. Justify your answers with real examples and accurate references/facts.
c. Reflecting on the role of corporate communication in dynamic markets, provide recommendations for organisations to enhance their frameworks to better manage stakeholder relationships and organisational reputation.
Your essay should include relevant examples, citations, etc., to support your discussion
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Part II (10%):
Online Class Participation:
Discuss the following questions in the forum and submit proof of your participation in the online discussions:
How can corporate communication principles be applied to build and maintain positive relationships with government stakeholders?
Discuss the risks and potential consequences of poor communication in government relations, using real examples.
How have tools like artificial intelligence (AI), big data, or blockchain transformed internal and external corporate communication?
Provide examples of how emerging technologies can be used to address crisis management or improve transparency in communication.
SOALAN TUGASAN
BAHAGIAN I: (50%)
Tujuan
Tugasan ini bertujuan untuk menilai kefahaman pelajar tentang peranan dan fungsi komunikasi korporat. Selain itu, ia meneroka cara komunikasi korporat mempengaruhi pengekalan imej jenama dan reputasi yang positif untuk sesebuah organisasi.
Keperluan
Dalam komunikasi korporat, fungsi kritikal untuk memudahkan komunikasi dalaman dan luaran, mengurus perhubungan pihak berkepentingan, dan mempertahankan reputasi organisasi memainkan peranan yang penting. Kerumitan persekitaran perniagaan yang semakin meningkat, di samping penyepaduan model perniagaan strategik, menekankan keperluan bagi organisasi untuk membangunkan rangka kerja komunikasi korporat yang berkesan. Rangka kerja ini memastikan penjajaran dengan matlamat organisasi sambil menangani cabaran seperti pengurusan krisis, perhubungan media dan penglibatan pihak berkepentingan dalam landskap pasaran yang kompetitif dan dinamik
