Purpose: The purpose of this assignment is to assess students on their ability to research, identify and strategicallyanalysecorporate reputations and the characteristics of their identities.
Task: For this project you will select a large-sized company (must operate in Australia) upon which you will conduct a corporate reputation and identity audit. Using a triangulation of research methods and information sources approach, you will assess how the company projects its image and its stakeholders’ perceptions (i.e. in the minds of the stakeholders, do the company’s “words and deeds” generally align?)
More specifically, you will likely use the following information sources and methods to conduct the audit: Review the company’s website, including the sections discussing its reputation, brand, mission/values, CSR, media relations/onlinepress room, employee communication, and any other relevant sources. See where your company ranks on leading annual rankings of reputation, brands, CSR (such as FORTUNE, Harris RQ, andRepTrak). Look up media coverage over the past year of your company to understand the media’s portrayal of it.
Format: This assignment will be approximate 2000 words long and be presented in report format (Arial11 point with 1.5 line spacing), using APA referencing style. Headings in the report should include (but are not limited to) the following. These sect