COMM 3445 Lecture 11: Employee Engagement and Branding 10-16-18

• School: Northeastern University
• Department: Communication Studies
• Course: COMM 3445
• Professor: John Guilfoil

Document Summary

Reputation = behavior + performance + communication. Pr pros have to align employee behaviour and performance. Pr is only as effective as the face that employees of the company are putting forward. Their actions reflect the client every day. Behavior and performance of employees must reinforce client"s desired image. Employees have to obey the law, ethics regulations, etc. Employees have to make sound judgments where short-term profits are an option. Align priorities and energy with the long-term organizational strategy. Perform their roles in ways that deliver optimum value and results. Employees have to act like the company they work for is great and deliver a custom, branded experience. More attractive employees were placed at the front of the store. No apologizing for not having small sizes. Employees are not allowed to wear certain religious items. Slogan shirts are designed to be offensive in order to generate publicity. No single-finger pointing - can be offensive to some cultures.