Provide the background of the organisations and their stakeholders.

PURPOSE
The objective of this assignment is to analyse the importance of corporate communication in developing or maintaining positive corporate brand image and reputation for an organisation ethically.

REQUIREMENT
Identity, image and reputation is the most critical part of any corporate communication function for an organisation. The explosion of new digital communication technologies has contributed to the growing number of organisation in recognizing the values and need of having strong corporate communication. For these reasons, companies are structuring their budget and internal structures accordingly.

Based on the above statement, prepare the following:
1. Search THREE research articles/journal articles related to Corporate Communication Read the articles, and in your own words, discuss the roles and functions of corporate communication being discussed in the articles of your choice.

2. Choose TWO prominent organisations available in Malaysia. Each organisation must be from different categories. For e.g. media company and petroleum company; OR telco company and cosmetic company, etc. Based on the selected organisations:
i. Provide the background of the organisations and their stakeholders.
ii. Analyse how these TWO organisations use corporate communication to develop their positive corporate brand image and reputation. Provide real examples related to the organisations.
iii. Compare the corporate communication strategies applied by both organisations to develop their corporate brand image and reputation.
iv. To what extent the strategies applied by these organisations successful and maximize the new technologies in developing their corporate brand image and reputation? Justify your answers with actual examples.
v. Which strategy do you think is most effective? Why?

3. If you were given an opportunity to work with those organisations, suggest how would you help them to develop or enhance its brand image and reputation among its stakeholders.