performance, I'll need to assess my customer base and market positioning as a key part of the
process. I should update my marketing plan at least as often as my business plan.
2. Describe how you can ensure that your business is represented positively in the media and
community. Explore different communication methods and media options e.g. social media, and
say how you can benefit from using each. What sort of messages would you give? (half a page)
It is very important that I represent my organisation in a positive way at all times. This is
particularly important for emergency service organisations as the public needs to have confidence
and trust in me - the people who protect their community.
The first thing I can do in order to represent your organisation in a positive way is to be
professional. The public will expect to see me dressed in a certain way. It is important that I realise
when I represent my organisation that I are representing the whole organisation. The way that one
person acts will reflect on the entire organisation. Members will take notice and form judgments on
the image my present. This includes taking notice of my attitude, appearance, facial expressions,
the way I address people, tone of voice, courtesy toward others and my overall level of
There are so many avenues available for companies to reach out to their prospective or
current customer base. But despite the advantage’s mobility, the Web and social media have
offered in helping organizations get their message out, it has made it easier for customers to get
information easily. Sometimes that is not such a good thing.
Organizations must strike the right balance in using all the tools at their disposal to create a
positive corporate image. First impressions do matter and today’s consumers won’t hesitate to
move on if they can’t find what they are looking for fast or if they don’t like what they find.
Below are five simples, but important, ways organizations can shore up their brand image
and create a positive reaction.
Active Social Media Presence: Every company in the modern world needs a social media
presence. This is more than just throwing up a Facebook or LinkedIn page or sending out self-
promoting Tweets on occasion. Social media allows for targeted groups and interaction. Someone
inside your company should be populating any social media presence regularly. They should be
responding and interacting with the community. And they should be pushing out content that is both
Student Assessment Guide v 1 January 2019
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