Reflective Entry 1. The extent of the company's reputationSay no to plagiarism. Get a tailor-made essay on “Why Violent Video Games Should Not Be Banned”? Get an Original EssayThe basics of business reputation are self-explanatory. Many consumers would accept or reject a product offered to them based on their image of it, unaware that their decision is, in many ways, a comment on the brand's public reputation. The core learning from this introductory module is that a company's reputation is an intangible asset. The intangibility of a company's reputation comes from the fact that it relies on, among other things, goodwill, brand recognition and business methodologies. Collective evaluations of a company's past actions; and the company's ability to deliver improved business results to multiple shareholders over time. For example, many companies evaluate their reputation using financial strength, quality of management, products and services, and market competitiveness as ranking criteria. For most companies, their reputation also depends on the performance and behaviors of their subsidiaries and external agencies. For example, failure to comply with international labor laws and child labor laws in sweatshops has impacted the reputation of many international luxury fashion brands such as Marks and Spencer's, Next, Ralph Lauren, DKNY, GAP, Converse, Banana Republic, Land's End, and Levi's. On the other hand, a brand's reputation will impact the relationship it shares with its stakeholders. For example, the declining reputation of cola brands due to growing water regulatory concerns over their bottling process has impacted the businesses of their retailers and distributors. Therefore, following this first module, it can be understood that corporate reputation and its reach are very varied for companies across all industries. Thoughtful Entry 2. Company Culture This particular module introduced me to the nuances of company culture and how it affects the public perception of the company. The key to an organization's success is having a culture based on a set of strongly held and widely shared beliefs, supported by strategy and structure. When an organization has a strong culture, three things happen: employees know how management wants them to respond to any situation, employees believe the expected response is the right one, and employees know they will be rewarded for demonstrating the values ​​of the organization. The culture of an organization defines the right way to behave within the organization. This culture consists of shared beliefs and values ​​established by leaders, then communicated and reinforced through various methods, ultimately shaping employee perceptions, behaviors, and understanding. Organizational culture sets the context for everything a company does. A strong culture is a common denominator among the most successful companies. Everyone has consensus at the top regarding cultural priorities, and these values ​​focus not on individuals but on the organization and its goals. Successful business leaders live their culture every day and do everything they can to communicate their cultural identity to employees as well as potential new hires. I also learned that employees who share values ​​andaspirations tend to surpass those working in environments lacking cohesion and common goals. Performance management programs can greatly affect company culture by clearly outlining what is expected of employees as well as providing a feedback tool that informs employees about appropriate behavior in the workspace. Thoughtful Entry 3. Measuring Company Reputation The concept of being able to measure a company's reputation was foreign to me. Through this module, I have come to understand that while reputation is largely an intangible process, there are ways in which its various aspects can be reasonably quantified, thereby helping businesses measure their reputation in tangible terms. A company's reputation is an aggregation of the perception of all stakeholders associated with a company. This characteristic of reputation constitutes a highly subjective measure. A company's reputation is measured as the assessment of stakeholder or expert perception based on certain reputation-enhancing attributes. This module introduced me to the notion of reputation quotient. Reputation quotient depends on several factors including emotional appeal, quality of products and services, good financial performance, vision and leadership, work environment and social responsibility towards society. Reputation is the sum of perception, evaluation and valuation of a company by all external stakeholders such as customers, investors, analysts, business partners, journalists, societal organizations civil society, government, business and the public. The six criteria show how stakeholders evaluate the company and also show how vulnerable a good reputation is. The six factors of corporate reputation are the tools of the communications or branding strategist who wishes to improve the reputation of the company. For example, Woolworths' financial hold on the Australian consumer staples market, coupled with its commitment to quality products and services, and its ability to provide a positive space for consumers entering it, have a constructive effect on their image and the resulting reputation. 4. Business Communication The core learning of this module is that a robust communication system is crucial to the success of any business. Corporate communication is the practice of developing, cultivating and maintaining a corporate identity or brand image. A strong corporate communications team delivers initiatives to shape the company's image, communicate with internal and external audiences, and maintain a positive long-term reputation. Through public relations and widespread corporate communications, customers, employees, and customers can share in your company's successes. Corporate communication encompasses the methods and processes for promoting a company's credentials, positioning and acceptability in the market. It involves a series of planned and interconnected activities and programs to communicate and interact with internal employees and externally with partners, customers and other stakeholders. Corporate communication is generally recognized as the best possible method for building a long-term corporate identity. A well-articulated and consistent corporate communications strategy, as well as broader advertising and public relations campaigns, reinforce the positive image of your business. This practice has helped businesses, corporations andeven start-ups to develop and maintain unique corporate brand identities. Strategic, timely, and well-orchestrated corporate communications initiatives have helped companies limit the negative consequences of market missteps, crisis scenarios, or inappropriate or controversial statements from top business leaders. For example, the radical change in IBM's communication under the leadership of Lou Gerstner helped the company break out of its downward spiral in the 1980s and early 1990s. The global technology giant managed to shape its corporate communications in a way that changed the game in its favor, giving it the opportunity to realign itself as a market leader in an increasingly digital society. Thoughtful Input 5. Business Communication Methods Business communications is not a streamlined concept that depends on a narrow set of tools and techniques. The module is instrumental in understanding that business communication is widespread and includes an array of different methods that work in tandem to provide a holistic brand view to customers. Broadly speaking, business communications refers to how businesses and organizations communicate with various internal and external audiences. Business communication can take several forms depending on the audience it is aimed at. Ultimately, an organization's communications strategy will typically include the written word (such as internal and external reports, advertisements, website copy, promotional materials, emails, memos, and company releases). press), spoken words (including meetings, press conferences, interviews and video) and non-oral communication (such as photographs, illustrations, infographics and general branding). This includes everything from sending an email to your employees that the coffee machine is broken to a press release about the company's latest product or development. Corporate communication condenses every way the brand interacts with its audience and plays an important role in how the brand is perceived by these groups. An important aspect of business that is often highlighted primarily using a multitude of communication tools is CSR. CSR communication has become an essential issue for building and maintaining the legitimacy of a company in the eyes of its stakeholders. CSR is a way for companies to pay their dues to the society that accepts them. Campaigns by global brands such as Starbucks and McDonald's to abandon the use of plastic straws at their points of sale are a response to customer demands to reduce packaging waste while promoting their brands as reliable actors in society. Thoughtful Entry 6. Problem Management, Risk Management, and Crisis Communication It is not uncommon for businesses to find themselves in a situation that is less than ideal. These risks are very common and businesses are largely willing to mitigate the various forms of risks they might encounter in their daily operations. For a business going through an issue, it is essential that it continues to communicate with its stakeholders to ensure that it is able to maintain a clear flow of information on how the business is handling the crisis . This module helped me understand that crisis communication is essential to ensure that consumer trust is maintained in the business despite obvious problems. Crisis communication is a strategic approach to corresponding withpeople and organizations during a disruptive event. When a crisis occurs, proactive, timely and detailed communication is essential. Every business should have an emergency communications plan that documents the protocol for disseminating information during times of intense difficulty or danger. Since a company's reputation is on the line when it faces a crisis, it is important to communicate information to the public to allay concerns and counter misinformation. An external public relations company can help an organization interact with the media. A crisis communications plan is a comprehensive process that includes details on audiences, contact details and message type. It is important to have a variety of tools and resources available during a disruptive event. A successful example of crisis communication took place in 2014, when a Virgin Galactic test flight crashed. The space tourism craft Spaceship Two crashed while flying over California's Mojave Desert. One pilot died as a result of the accident, while the other was injured. The Virgin Group began by sharing details of the accident and showed genuine concern for the pilots and their families. Richard Branson, the founder of the Virgin Group, has tweeted several times with updates and personal remarks. Branson immediately flew to Los Angeles to visit the scene of the incident and take responsibility for the unfortunate situation. The proactive steps resonated with the audience.Reflective Input 7. Symbols, Tools and MediaThe module is instrumental in understanding that communicating is not particularly enough. It is also important for businesses to understand the different forms in which they can frame the message to ensure it has the desired impact on the recipient; which may include their customers, employees and other stakeholders. A frame is a lens through which people interpret the information they receive. In terms of improving business communication, framing a message involves positioning it so that the intent and content are interpreted as they were intended. When companies formulate a message, their intention for how the information is likely to be received by others should inform their choice of formulation strategies. Framing would involve thinking about the reasons that can be given to justify the time and attention the company wants the audience to give to the message; and determine how content affects audiences and how it compares to what audiences already know, believe and value. The most beneficial aspect of framing is influencing listeners' emotional response. One way to do this is to learn and appeal to the values ​​of the average audience. The use of message framing techniques has been mastered by Dove. The global brand has been running a campaign for over a decade that positions it as the eternal ambassador of “real beauty.” The campaign was central to the brand identity and acted as the foundation for all other campaigns. The framing of the promotional message helped the brand connect with the emotional appeal inherent in the idea of ​​natural beauty. Thoughtful Entry 8. The Future of Brands and Brand Communications In a rapidly changing global order, innovation will be key to reinventing communication channels. The final module emphasizes the importance of innovation to ensure businesses communicate in the most effective way possible. The global coronavirus crisis has made innovation vital. One of the very important outcomes so far of this horrible pandemic is to, 16 (2),.