Select a large-sized company (must operate in Australia) upon which you will conduct a corporate reputation and identity audit. Using a triangulation of research methods and information sources approach, you will assess how the company projects its image and its stakeholders’ perceptions (i.e. in the minds of the stakeholders, do the company’s “words and deeds” generally align?)
More specifically, you will likely use the following information sources and methods to conduct the audit:
• Review the company’s website, including the sections discussing its reputation, brand, mission/values, CSR, media relations/online press room, employee communication, and any other relevant sources.
• See where your company ranks on leading annual rankings of reputation, brands, CSR (such as FORTUNE, Harris RQ, and RepTrak).
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