Individual Assignment wk

3-4
Student submitting their individual work

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Other Team members if a group process was

used.

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Lecturers name:
Rosemary De Vos
Qualification: Pearson EDSML
Unit number, title and code

Unit level QCF 7

Edexcel BTEC Level 7 Extended Diploma in Strategic

Management and Leadership (QCF) Unit: Corporate
Communications Unit code: ?
Assignment number : 1

Assignment title:
Amalgamated LOs O4-O6

Session date: Week ?

Date for
feedback

Summative /
DEADLINE:

Handout date: 22/05/2015

Date for feedback

Following week / awards board

31/05/2015 by 23:59
via Turnitin

Student to complete: Date

submitted

Comment:

Student to complete:
Date submitted

Comment:

Student(S) comment on assignment in terms of engagement, relevance and difficulty.

Student declaration: I certify that the work submitted for this assignment is my own and research sources are fully
acknowledged using the Harvard system
Student signature / Electronic.

Assessment criteria covered in this assignment. Tutor to complete and to write tasks
assessment to cover Pass criteria. Include resources as necessary.
3.

Audit Report:
Please address by written work 2500 (max)
words in report format
Answering AC 1.1, 1.2, 1.3 then 2.1, 2.2 and 2.3 thus:
INTRODUCTION:
To under the importance of corporate
communications:
Discuss
the
purpose
of
corporate
communications strategies; to assess how corporate communications
link to corporate objectives and, to analyse the relationship between
corporate communication and corporate branding.
APPLIED TO THE CASE STUDY:
To be able to conduct an internal corporate communications
audit:
Plan an internal corporate communications audit;
conduct an internal corporate communications audit and,
critically evaluate the effectiveness of current levels of practice.
Using the case study, to determine and demonstrate why
undertaking an internal communications audit is necessary
The primary purpose of an internal communications audit should be to
ensure that all communications within the organisation are aligned with
the corporate communication strategy and to determine which
communications are essential and/or optional (at the discretion of the
Communications Director or senior manager responsible).
For example, to identify which communications are working well, what
employees think, whether messages are clear and what has been
effective. It should also reveal opportunities for future improvements
and know what to stop doing.
Effective communications are needed to deliver the desired outcome.
Hence, it is essential to know the purpose of the audit which, in itself,
helps keep the activitys goals in sight and allows the project manager to
make a thorough assessment of internal communications and to identify
what actions to take. In particular, the integration of Pfizer into Johnson
& Johnsons consumer pharmaceutical brands business will reveal many
communications needs and opportunities.
To recognise that time, effort, budget and resources are needed
The need for time, effort, budget and resources must not be
underestimated as it takes time to collate and evaluate data from
different channels. Hence, an appropriate estimation of all these factors
do need to be taken into account and mentioned. The creation of a time
line in the form of a Gant chart is recommended showing actions,
dependencies and the time expected to deliver on them (with

R/ P Feedback

appropriate milestones to check progress).

To be able to design an internal communications audit for a
corporation
It is important to know what to include in an internal communications
audit and this can vary depending upon the objective from reviewing
communication activities inside the organisation. In this case, it is the
acquisition of a competitor pharmaceutical company so determining
what to include will relate closely to the nature of Johnson & Johnsons
Consumer Brand business and marketing strategy.
Both quantitative (statistics, numbers and survey results) and qualitative
(observations, interviews and case studies) data need to be included in
an internal communications audit. Having both types of data provides a
more rounded picture giving the project manager the facts to draw
conclusions and recommendations.
To clearly set out the stages in the internal communications
audit process
Initial fact finding starting by identifying which senior managers,
communication managers and a cross-section of staff from across
Johnson & Johnson with whom to undertake a series of interviews. TASK
1: Create a framework of discussion points to extract the main
communication issues and priorities would be used as a basis
for undertaking detailed research.
Note: Stakeholder maps
and SWOT analyses can be used during the internal
communications audit process. Additionally, focus groups may
prove useful.
Quantitative survey the key component should form an extensive
survey. TASK 2: Create the survey by devising a range of
multiple choice questions relevant to situation. The survey
should be available online and copies also need to be printed for
staff without online access. The survey would be left open for 34 weeks to attract a good response rate.
Qualitative follow up the survey results would yield some clear
conclusions but, also raise a number of questions that would require
further exploration in more detail. Undertaking a number of one-to-one
interviews with front line staff from different areas of the business would
help gather additional insights.
TASK 3:
Create a range of
questions to ask these front line staff. This would also provide a
good opportunity to validate conclusions drawn from the main
survey. Likely responses can be surmised from considering the
range of potential outcomes from undertaking such an activity.
Report and recommendations the final stage should summarise
findings and present recommendations.
TASK 4:
Make
recommendations for how the internal communications audit
could be delivered by addressing both strategic questions, such
as the wider role of key channels within the communications
mix, and more fundamental ones such as the frequency and
format of communications being sent through these channels.
Presentation in corporate life, results and recommendations would be
made to a number of groups and the various Johnson & Johnson
communication teams would then implement as many of the
recommended actions as deemed appropriate. For this assignment, a

presentation is not required.

Learners can utilise this space to submit written or other work. Ensure referenced supporting evidence is included.