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Title Name | Amity Solve Assignment for Customer Relation and corporate Communication |
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Service Type | Assignment |
Course | BA-(Journalism-and-Mass-Communication) |
Semester | Semester-II Course: BA-(Journalism-and-Mass-Communication) |
Short Name or Subject Code | Customer Relations & corporate Communication |
Commerce line item Type | Semester-II Course: BA-(Journalism-and-Mass-Communication) |
Product | Assignment of BA-(Journalism-and-Mass-Communication) Semester-II (AMITY) |
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Customer Relations & corporate Communication
Assignment A
Assignment B
Case Detail:
CASE STUDY-THE ROYAL BANK OF SCOTLAND
The Royal Bank of Scotland has undergone an organisational change programme in order to reappoint it in the right direction as a financial services organisation. Part of the change was to improve the communications in the organisation and to enhance the flow of information in all directions from the top to the bottom, from the bottom to the top and sideways — a difficult task in an organisation with about 18,000 employees.
As far as the public relations department is concerned the change programme first of all meant reorganisation. The 25 members of staff — all of them working under the umbrella of the corporate communications department — were split up into different pockets such as internal communication, media relations, and so on. The main objective of internal communications was established so as to ensure that messages are passed throughout the group — including all divisions such as the branch Banking Division, Corporate and Institutional Banking, Personnel and Operations Division — wherever and whenever it is required to send something out. To achieve this objective, the Corporate Communications department established three communication channels: face-to-face communication, written communication and the so-called fast-delivery communication system.
Face-to-face communication includes mainly two communication tools: the cascade and the team meeting system. A cascade takes place when a strategic or policy message, for example concerned with computerisation or a change in the branch system, has to be sent out to all members of staff in the organisation. The first step is to produce a video which includes the core message. The managing director then holds briefing meetings with 250 briefers and delivers the message personally to them in London, Manchester and Edinburgh headquarters. This should provide for a two-way dialogue between the managing director and those people who will deliver the message to the staff. These briefers then go back to their areas and pass the message on to the staff in cascade brief meetings. Here staff are introduced to the topic by video. A question and answer session follows which should ensure that as many questions as possible relating to the topic are answered. An unanswered enquiries are fed back in a refer-up system and answers have to be provided back to the staff within 21 days.
The second type of face-to-face communication is the team meeting system. It is used on a monthly basis at a national level to send information generated within the highest management level through the network into the departments to the members of staff. Teams of four to 10 people in each group discuss with a team leader current operational situations. As the core brief leaves the board room it is added to at each level until it reaches the local level, that is a branch or department within the head office. Each leader at each level adds relevant information to the core brief. By the time it gets to the bottom it not only delivers the national news but also news related to each level of the organisation. During this cascade staff are encouraged to discuss and add to the core brief. The strength of the cascading system is the possibility for staff to participate, to consider issues and to present their views. These views will then be fed back upwards through the organisation and also sideways. Altogether there are 2,000 teams spread throughout the country and they will he briefed on a monthly basis. Additionally there will be a minimum of one other meeting a month dealing only with local issues containing all information any member of staff needs to fulfill his or her function in their organisation.
Another category of internal communication is the written communication. The Royal Bank of Scotland has four main internal printed media. First of all there is Newsline, the bank’s internal magazine. It is used bimonthly, six times a year and fulfills mainly a social communication function although it also includes two major items of general interest to the staff. It features sporting events, marriages, charity events, and so on. The second publication is called the Insidetrack. It is a strategy magazine produced on a quarterly basis for managers and presents articles of leading officials and directors on the future plans of the organisation or contributions of particular managers to the company. Focus, the third written communication tool, operates on a daily basis carrying information staff need to know to carry out their jobs. Focus is produced three days a week for delivery in the branches on Tuesdays, Wednesdays and Thursdays. Every day has as specific ‘focus’ : Tuesday’s Focus concentrates on staff and resources, Wednesday’s on customers and Thursday’s on operations. Focus was developed to co-ordinate the efforts of different departments who send written material out on a daily basis in order to inform their fellow staff members. In the past, this has led to an overflow and finally to a distinct lack of information because staff refused to, or simply did not have time to, study vast amounts of literature reaching their desks everyday. Focus provides the possibility of informing employees about specialized issues in a systematic manner. Staff know when and where to look for a specific type of information. Whereas every department has an input, the public relations department is the co-ordinator and makes sure that the items in Focus are free of technological jargon and understandable to everybody in the organization. The fourth written communication produced by the organization is a magazine called New Bank Vision. This publication is dedicated to the change programme and explains how and why changes are being made. It informs members of staff at which stage the organisation is with the programme and where the managers and employees see themselves going in the future.
The third category of communication are the fast delivery systems. There are three types of systems. The so-called System News is linked to the bank’s computer main frame and messages can be sent out straight to the bank office screens. It is used on a day-to-day basis to send out urgent messages. However, it is rather restricted, because there are only 36 lines on the mainframe available. The second system is Surefax that allows members of the organisation to send out lengthy urgent messages to the whole area or only parts of the organisation. It is used, for example. to inform members of staff about the half year and annual results before they will be announced in the press. The third system is the 9 am delivery This is designed to provide every member of staff within the organisation with a letter on their desk at 9 o’clock in the morning. It is used occasionally by the managing director to send out confidential information which affects every individual. It might be used for example cases of a takeover.
Although public relations has the co-ordinator role within the internal communication system, there is input from every area of the organisation. For example, Newsline is produced with the help of freelances with correspondents in every department; an editorial committee existing of a group of managers and directors decide over the content of Insidetrack, and so on.
In addition to the feedback mechanisms mentioned above, the public relations department also carries out Key Responsibility Area Surveys (KRA). This quarterly survey investigates with the help of a questionnaire how the line managers are performing in communication, how communication in general is perceived, and so on. Monitoring is also provided on a spot-check basis where members of the internal communications section of the public relations department visit a certain region and talk to 30 to 50 per cent of the staff. The organisation also applies a communications audit system to find out whether messages are being received, if they are arriving in an acceptable form and where possible communication blockages are. In cases of communication blockages produced by individuals, it is the task of internal communications to train and educate those members of staff.
Please give your answer in at least 25 words and press save and continue button.
No. Questions Marks - 10
1.What are the strengths and weaknesses of the Royal Bank of Scotland’s internal communications strategy?
2. What are the communication tools used within the programme?
3. What input do different departments have into the programme? How do you rate the feedback mechanism in the internal communications system?
Assignment C
Question No. 1 Marks - 10
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Who first described mass media as a culture industry ?
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Question No. 2 Marks - 10
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‘Marattha’ was the sister publication of_________
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Question No. 3 Marks - 10
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The British Broadcasting Corporation’s main revenue source for a long time was________
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Question No. 4 Marks - 10
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_________ is considered as a mechanical medium.
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Question No. 5 Marks - 10
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The deontological theory of Immanuel Kant prescribed categorical imperatives based on_______
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Question No. 6 Marks - 10
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The main purpose of asymmetric two-way model of public relations is______
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Question No. 7 Marks - 10
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Gatefold can be mostly seen in______
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Question No. 8 Marks - 10
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Central to the uses and gratifications approach in communication would be_____
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Question No. 9 Marks - 10
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The Vidyalankar Committee was assigned to prepare a report on______
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Question No. 10 Marks - 10
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In communication, redundancy has______
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Question No. 11 Marks - 10
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Section 95 of the Criminal Procedure Code permits a State Government the forfeiture of_______
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Question No. 12 Marks - 10
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The process school of communication leans heavily on_____
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Question No. 13 Marks - 10
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The legal doctrine of direct impact is applied in the cases involving limitation of______
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Question No. 14 Marks - 10
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‘Enlightened self-interest’ is the notion behind_______
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Question No. 15 Marks - 10
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The creative function of communication is important in______
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Question No. 16 Marks - 10
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The constitutional restriction on Article 19(1)(a) in the form of public order falls within the concentric circle of_____
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Question No. 17 Marks - 10
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According to Umberto Eco, aberrant decoding takes place in a_______
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Question No. 18 Marks - 10
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The main problem of simulation in communication research is______
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Question No. 19 Marks - 10
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In a case of contempt of Parliament, R.K. Karanjia of the Blitz was _____ by the Speaker of Lok Sabha.
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Question No. 20 Marks - 10
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The protection of publication of proceedings of Parliament and State Legislature is guaranteed by Article ________ of the Indian Constitution.
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Question No. 21 Marks - 10
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The multiplicity model of developmental communication was advocated by________
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Question No. 22 Marks - 10
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Discourse analysis considers all human communication as a______
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Question No. 23 Marks - 10
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For Daniel Lerner, exposure to media would energise the process of ________ for development.
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Question No. 24 Marks - 10
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The closed systems approach is reflected in ______ public relations.
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Question No. 25 Marks - 10
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The advertising medium that has the advantage of high selectivity, immediacy and low cost is______
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Question No. 26 Marks - 10
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The mathematical centre is not the optic centre when we design the front page of a_____
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Question No. 27 Marks - 10
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A sentence used in communication is a _______ of words.
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Question No. 28 Marks - 10
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An editor, in order to maintain consistency in visual style in his newspaper, should______
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Question No. 29 Marks - 10
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The reference code often used for television recordings is known______
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Question No. 30 Marks - 10
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When the frames of a TV commercial are shown to a select group of samples to get their opinion, it is called____
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Question No. 31 Marks - 10
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A panel designed to absorb or reflect sound is identified as_____
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Question No. 32 Marks - 10
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What is a Spinoff ?
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Question No. 33 Marks - 10
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Simultaneous presentation of two contradictory visuals is called______
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Question No. 34 Marks - 10
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Measuring the number of digital errors in a single signal is known as______
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Question No. 35 Marks - 10
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Who identified that ‘online gambling is a serious issue that has not been addressed under any law’ ?
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Question No. 36 Marks - 10
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A broadcast commercial produced for the purpose of demonstration is identified as_______
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Question No. 37 Marks - 10
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Reuters has invested in which Indian news agency?
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Question No. 38 Marks - 10
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The news agency that has the largest number of foreign correspondents is_______
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Question No. 39 Marks - 10
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In newspapers, news headlines should be written around a strong ______
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Question No. 40 Marks - 10
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What is the most common threat to a client-firm relationship?
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