This assignment is intended to serve as a summative exercise for the major Reputation and Issues Management components (i.e. the second one-third) of the course. It builds on your understanding of Stakeholder Engagement and Responsibility/Ethics components from the first part of the course.
The purpose of this assignment is to give you practice in applying the concepts, tools, and frameworks of reputation and issues management to a real-world scenario and to enhance your understanding of the complexity and importance of this type of audit.
There are two main parts to the assignment.
- Part 1: Audit Plan involves mapping out a plan for gathering the data needed for the reputation audit. This is where you demonstrate your thorough and creative thinking about ways the organization could collect timely and relevant insights about its reputation with key audiences.
- Part 2: Reputation Audit involves implementing the data collection plan from Part 1 to audit the organization’s reputation. This is where you demonstrate your ability to identify and prioritize important reputational strengths/resources, weaknesses/gaps, and related key reputational risks and opportunities – and to outline some steps the organization can take to bolster its reputation in a meaningful way.
This assignment is worth 20% of your course mark. You may choose to complete this assignment either individually or in a self-selected pair.
This assignment is due in PDF format to the assignment dropbox on Connect by 6 pm on Sunday, November 12. One submission per pair.
Download the Reputation Audit – Assignment Outline.
Download the Reputation Audit – Grading Guidelines.
Resources for the Reputation Audit – available on the Recommended Reading & Resources page.