Corporate Identity 2
Vision, mission & values of Coca-Cola 2
Corporate Reputation 4
Assignment 1: MECS 312
Corporate communication: identity, reputation and image
“An evaluation of the Coca Cola company image based on the website Coca Cola”
Corporate messages come from departments structured by audience and media. Wherever these departments are positioned, communicators maintain contact with specific executives (public relations) who generate messages and specific audiences (internal and external stakeholders) that receive them. The internet can be used as a unified distribution point for all corporate messages, and companies use the internet to communicate with both their internal and external publics in a variety of ways, amongst which corporate websites are an important tool of communication. “Corporate websites are a significant component of corporate communication” [ (Kent & Tailor, 2003) ] and they have become an icon for a company in a manner similar to that of a corporate logo [ (Leichty & Esrock, 2001) ]. In this essay one aims to examine the website: http://www.thecoca-colacompany.com/, in an attempt to evaluate its reputation- based on the website and using Van Riel and Fombrun’s criteria of assessing corporate communication using the PPT model (Promise, Proof and Tone) [ (Van Riel & Fombrun, 2007) ]. This research essay is an example of a context and textual analysis. For purposes of this essay one will state the vision, mission and values of Coca-Cola as they appear on the website and after which they will be assessed. The discussion of this assay spans across a number of facets surrounding corporate communication which will all be explained and linked to the website in question. Nevertheless the main topics will include: corporate identity, image and reputation.