Effective Decision-Making in the Age of Cloud Computing

A library guide to the best resources for the study of cloud computing and science-workplace decision making

Assignment 5: Corporate Public Image in the News and Social Media

Assignment 5 Summary. In Assignment 3, your Vitual-Team chose two NAICS Codes and four companies within those NAICS Codes (two "primary" companies, and two "competitor" companies). Profile the public image of your Virtual-Team's four companies - as expressed in the business news media and through social media on the Internet. Compile a comprehensive list of company news articles, but then focus on the a company's public image over the last 10 years. Categorize and summarize what you learned in your Virtual-Team's Executive Summaries, and post those Summaries to your Virtual-Team's Sub-Site in the Cloud Course Portal.

Assignment 5: Research Strategy Tips

Use the public image words and phrases in the right column to help you identify key articles. These terms define issues that affect public perception of a company.

Expand your research to social media. Students may expand their research to the Internet. Are there "viral" posts on social media websites about the company? Are there "attack" websites - that criticize the company?

Make sure search limiters are set: 1) COMPANY ENTITY setting from drop-down menu; and 2) PUBLICATION DATE limiter, below search box.

Filter results by publication-type. Above the results list, you can narrow your results by publication-type: academic journals; trade publications; magazines, newspapers. Trade publications and magazines may have the most relevant public image news.

Assignment 5: Performance Goals

Utilizes database search limiters:	Uses database search limiters for *company entity* and date of publication.
Categorizes research findings:	Categorizes public image analysis of companies, from news articles and internet.
Writes an Executive Summary:	Explains the major items affecting a company's public image.
Exports relevant results:	Uses output options to post, print, download or export Executive Summaries and articles.

Assignment 5: Instructions

What type of articles describe a company's public image? Look for articles related to the words and phrases in the right column. Articles may be about corporate/community initiatives, controversies, accidents - any issue that affects the company or its brands in the eyes of consumers.

For the best current example of a corporate public image crisis - check the BP logo to the right of this page. The BP oil spill in the Gulf of Mexico will forever cast doubts on "deep water" drilling.

1.	Go to BSC, Advanced Search screen. Connect: NUI - Galway; UMass Amherst; AU - Cairo; Chiao Tung U
2.	Type your company's name in the search box, then select COMPANY ENTITY from the lower right-hand column.
3.	Locate the PUBLISHED DATE limiter below the search box. Insert the year 2005 in the year box (month not needed).
4.	Identify and categorize articles that discuss or impact a company's public image.
5.	Repeat the above search steps for each primary and competitor company. Categorize findings, compare/contrast with primary company.
6.	When your Virtual-Team completes the main portion of your Executive Summary, be sure to add a Cultural Addendum to the Executive Summary (100 words in length) explaining how the Assignment 5 Topic might be impacted by cultural norms in their particular Country.
7.	Post your Executive Summaries to your Virtual-Team's Sub-Site in the Cloud Course Portal.

Public Image Words

	brand image
	brand loyalty
	business ethics
	communication
	community development
	community relations
	corporate crisis
	corporate culture
	corporate identity
	corporate image
	corporate responsibility
	corporate sponsorship
	employee relations
	environmental policy
	green marketing
	green products
	human rights policy
	media coverage
	news media
	philanthropic programs
	Philanthropy
	press conferences
	press releases
	product image
	product safety
	public relations
	publicity
	reputation
	social media
	social responsibility
	sustainability
	sustainable development
	transparency
	workforce diversity