Business Communication Assignment: Relationship Of Communication, Identity, Image And Reputation

Question

TaskYour boss, the CEO of MnM Company, has asked you to prepare a report investigating the question: 'Why and how should managers master the corporate communication function'? In so doing she expects you to examine the following four subfunctions within the function.

Topic

1. Identity, image, and reputation
2. Corporate responsibility
3. Media relations
4. Crisis management
5. Stakeholder relations: government and investor relations

Answer

Abstract
This Business Communication Assignment has focused on the relationship between business communication and identity, image and reputation. The assignment in business communication has clearly indicated that business communication can be developed in an efficient manner if the identity, image and reputation are used properly. At the same time, the study has also indicated that identity, image and reputation must be used in the current context of business communication as the business world is highly complicated. However, the Business Communication Assignment has suggested that the identity, image and reputation must be used at the right time and in the right place.

Introduction
Communication is the key to make a business successful as identified on this Business Communication Assignment. Communication in the business context refers two types of communication – internal communication and external communication. International communication takes place between the employees and management or among employees or among management personnel. On the other hand, external communication takes place between the company and its external stakeholders. This assignment in business communication will indicate how identity, image and reputation of a business help in developing better business communication for a company. For this, the Business Communication Assignment will first indicate the concept of identity, image and reputation and at the same time, it will discuss the importance of business communication in the current context and at last the relationship between identity, image and reputation and business communication will be disclosed.

Concept of identity, image and reputation in the context of a business
Identity is the manifestation through which the reality of the company or the existence of the company is conveyed. The identity of a company may be its name, or brand or motto or products and services. On the other hand, image in the context of a business indicates the way through which the stakeholders of a company can differentiate that particular company from the other companies in the same industry (Sageder et al., 2018). The term reputation in the context of a business indicates the perception of the people or the stakeholders of a company regarding the business, products and policies of that particular business.

In this Business Communication Assignment context, it is very important to be mentioned that identity, image and reputation are related to each other. Identity is the first element that the company needs to develop in the market place by developing name, logo, vision and mission of the business. If a company can successfully develop the image of the business in the market place, it can focus on developing the image in the market. It is obvious that all the companies want to create a positive image in the market. In order to develop image in the market, the company needs to focus on the activities of branding (Ingenhoff et al., 2018). This is a part of marketing activities in which the company communicates its mission, vision, logo and the name to the external world of business. There are several theories that can be used in this context.

Based on the process and success of the company in the context of building image of the business, the reputation building is carried on. However, this Business Communication Assignment outlined the reputation of the company also depends on some other factors like, product quality, service quality, customers’ satisfaction and information distribution by the company to the stakeholders (Koporcic and Halinen, 2018). Therefore, from the discussion, it is very clear that identity, image and reputation are developed by the companies in a systematic process and all of these three are important in the context of making the company successful in the market.

Importance of business communication in the current context
In the introduction, it has been mentioned that communication is the key to achieve success in the business. the evaluation performed on this Business Communication Assignment outlines the importance of business communication in the current context of business, it must be stated that in the current context, the importance of business communication has increased to the higher level (Luck and Swartz, 2019). The present business world is highly complicated and there are several companies operating in a single industry. Due to this, there are several options available to the customers, creditors, investors and other stakeholders to invest their money and time. However, in the practical business world, stakeholders or the customers, investors, creditors and others prefer the companies which are capable of maintaining better relationship with them (Chang and Park, 2018).

Relationship with the stakeholders can be maintained in the perfect manner with the help of effective business communication. For example, if the company or the higher management effectively communicate with its employees, the employees can understand the mission, vision, objectives of the business properly and can shape the performance standard as per the requirements of the company (Smith et al., 2018). Similarly, the Business Communication Assignment focuses on understanding the problems and talents of the employees and based on that different strategies can be taken. This actually helps in developing better relationship with the employees and makes the business successful. On the other hand, if the company maintains better relationship with the customers, it can understand what the customers actually want and the customers can understand what benefits they can get from the company (Ai et al., 2019). This helps in building trust and faith of the customers on the company, which is important for increasing revenue, market share and profitability of the business.

Relationship between identity, image and reputation and business communication
If the discussion is made on the relationship between identity, image and reputation and business communication, it must be stated that identity, image and reputation are the ways that help in developing better communication with the stakeholders. For example, if the company can develop a clear identity in the market, the stakeholders can recognize the company among a large number of companies. Without proper recognition of the company, the stakeholders cannot initiate communication with the same. This means identity helps in initiating the communication with the stakeholders (Melewar and Skinner, 2018). On the other hand, image of the company influences the stakeholders in continuing the communication with the business. For example, Apple Inc is one of the companies in the international electronics market that has high brand image. Due to this, the investors are always willing to communicate with the company for investment or the customers are willing to communicate with the company for getting better products. Hence, it is stated on this Business Communication Assignment that image helps in continuing the communication (Chang and Park, 2018).

On the other hand, reputation of the company contributes to make the stakeholders will to get interested in communicating with the company for a long time. If a company has high reputation it can develop better communication with the stakeholders. For example, Google is such a company with which all the stakeholders are willing to communicate for a long time.

Why and how managers should master the corporate communication function?
In the present scenario, the managers in the organizations must master in developing strong corporate communication because the sustainability of the business depends on effectiveness of the communication. This assignment in business communication outlined the role of proper communication, the managers can understand the needs of the other party from the company and based on that the effective strategies can be developed (Koporcic and Halinen, 2018). For example, if a company wants to arrange credit from the market, the managers must understand how to communicate with the creditors so that the company can easily avail the credit from the market.

In this context the Business Communication Assignment outlines the importance of being mentioned how managers can develop better communication with the stakeholders with the help of its identity, image and reputation. This can be better understood with the help of an example. Example – Apple Inc is one of the most reputed companies in the Smartphone or electronics industry. The brand image and identity of the company is very clear to all the people in this world. Now, if the managers of the company require arranging a large amount of money, they can easily use its reputation, image and identity while communicating with the creditors (Melewar and Skinner, 2018). Considering its high reputation, arrangement of the money will be easy because high reputation and image indicates high business opportunity for the company. Therefore, if the managers use these three elements communication becomes easier for the company. Similarly, if Apple introduces a new product, that can be easily communicated using the brand name of Apple.

Conclusion and recommendation
From the entire discussion in this Business Communication Assignment, it is very clear that identity, image and reputation are the three most important elements in the context of business communication. These three elements identified on this assignment in business communication that simplify communication, but these also make the business communication effective. However, in this context, the following recommendation must be considered:

For better communication the managers must not develop a brand image by disclosing wrong or manipulated information. That may harm the company in the long-run. For better communication identify and reputation of the company must be used at the right place and in the right scenario. This Business Communication Assignment outlined how Inefficient use of identity and reputation may also cause negative result to the company. Business communication assignments are being prepared by our online management assignment help experts from top universities which let us to provide you a reliable best online assignment help service.

Reference list
Ai, B., Cui, C. and Wang, L., 2019. Language, Identity and Transnational Communication: Chinese Business Expatriates in Africa. IEEE Transactions on Professional Communication.

Chang, H. and Park, M., 2018. A Smart e-Form for Effective Business Communication in the Financial Industry. Business Communication Research and Practice, 1(2), pp.95-101.

Chang, H. and Park, M., 2018. A Smart e-Form for Effective Business Communication in the Financial Industry. Business Communication Research and Practice, 1(2), pp.95-101.

Koporcic, N. and Halinen, A., 2018. Interactive Network Branding: Creating corporate identity and reputation through interpersonal interaction. IMP Journal, 12(2), pp.392-408.

Luck, S.L. and Swartz, S., 2019. The Textbook Didn’t Mention That: An Intercultural Experiential Exercise in Business Communication. Management Teaching Review, p.2379298119841302.

Melewar, T.C. and Skinner, H., 2018. Defining and delimiting the scope of the Corporate Identity construct. The Marketing Review, 18(2), pp.115-129.

Sageder, M., Mitter, C. and Feldbauer?Durstmüller, B., 2018. Image and reputation of family firms: a systematic literature review of the state of research. Review of Managerial Science, 12(1), pp.335-377.

Smith, S.A., Patmos, A. and Pitts, M.J., 2018. Communication and teleworking: A study of communication channel satisfaction, personality, and job satisfaction for teleworking employees. International Journal of Business Communication, 55(1), pp.44-68.