Marketing Communications and Reputation Management in the Context of a Pandemic

Analysis of the Reputational Impact of Covid-19 on Brands

1. Demonstrate the following knowledge and understanding:

Demonstrate a thorough understanding and broad knowledge of the function of marketing communications tools in integrated brand communication programmes by appreciating market segmentation and branding issues and by judging the effectiveness and outcome of their applications in both analogue and digital media.

2. Demonstrate the following skills and abilities:

Analyse and critically evaluate strategies for managing reputation and demonstrate how the success of PR activities might be assessed individually and in the context of an overall marketing strategy.

What am I required to do in this assignment?

You will be asked to consider the impact of the Covid 19 pandemic on brand reputation and trust.

With reference to The Edelman Trust Special report below, please undertake the following tasks;

1- Outline your learnings from the report on what the reputational impact of Covid has been on brands and their reputation management?

2- Then please choose two brands;

- one which has managed to exceed customer expectation and build its brand reputation through good use of media and PR

-one which has fallen short of expectations and impacted its reputation negatively

-Provide a critical analysis from a comparison of the brands in relation to the above points.

3- Based on your comparison and findings above, please construct a set of guidelines including 4-5 relevant points to inform companies how best to manage their reputation, marketing and brand, coming out of future similar disasters?

What do I need to do to pass?

• Compare and contrast PR responses to contemporary cases of crisis handling and reputation management.
• Compare and contrast PR responses to contemporary cases of crisis handling and reputation management.
• Construct a set of guidelines for effective crisis handling in a contemporary media and social context.

How do I produce high quality work that merits a good grade?

We will be filling this section in together in class on Click or tap to enter a date. make sure you have downloaded/printed out the Assignment Brief and bring it to the session with you.

How does assignment relate to what we are doing in scheduled sessions

How will my assignment be marked?