Syllabus Week 8
Corporate Identity and Reputation
What is corporate reputation: the interplay of identity and image?
- The link between corporate identity, image and reputation
- Why corporate reputation matters
- Corporate communications: marketing, organisational and management communications
- The role of positioning in image creation
- Corporate advertising: a tool of PR?
- The importance of identity structures
- How to build a corporate image
- How to build a sustainable reputation
- The relationship between identity, image and reputation
- The value of slogans, logos and language
- Reputation indices: Fortune; Harris Interactive RQ Index; Dow Jones Sustainability Index, FTSE4Good Index; FinancialTimes;
- Far Eastern Economic Review
- Case study examples
Special Seminar: Corporate Affairs and Lobbying
- The nature of public affairs and lobbying
- What is the difference between public affairs and lobbying?
- Lobbying – the engineering of consent
- Grassroots campaigns
- Tools of the lobbyist
- Key players involved
- Public affairs activity
- The role of NGOs
- Partnering with NGOs
- Who is at risk?
- NGOs and their tactics
- Why we should defend public affairs?
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