INTRODUCTION

Hi! You and your group have been selected as undercover inspectors for the newly formed Ministry to Educate Good Accountability or MEGA. The Ministry was formed to enforce responsible corporate governance as the people are now sick and tired of big companies promising more than they ever deliver.

The Ministry has decided that teenagers will make the best agents and you and your group has been selected as the best amongst thousands of teenage recruits. After an extensive period of training, you are now ready to perform your duties as a MEGA agent or Mega2….

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INTRODUCTION

PROCESS

TASK

RESOURCES

ASSESSMENT

CONCLUSIONS

PROCESS

In order to understand your Mega2 mission better, you need to understand who the company that you have selected talk to. The people who are important to the companies are known in the corporate communication world as "audiences". Below are several examples of the different groups of people that will interest the companies you had selected. These are the important audiences. You can click on the word to see definitions of each type of audience [OR refer to the Corporate Communications handbook].

Consumer Investor

Government Social Activist

Employees Media

After you had understood what each audience is proceed to read up on the task!!!! The DETAILS of your mission is found in the TASK section of this web-page. Click there to find out more.

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INTRODUCTION

PROCESS

TASK

RESOURCES

ASSESSMENT

CONCLUSIONS

TASK

Your first mission as a Mega2 is to work with fellow MEGA agents to look into certain companies popular with the youths. You and your group will analyse these companies to see if they live up to their corporate mission and values.

Due to the undercover nature of this mission, work in a group of 4.

You must CO-ORDINATE with the other Mega2 groups to make sure that you DON’T select the same company to investigate. Appoint a group leader to negotiate with other groups to select the company your group targets.

MEGA list of selected companies can be found in the Resource Page. Click on the Resource Tab.

Mission Instructions

Once you and your fellow Mega2 agents have IDENTIFIED the company that you'll investigate, proceed with your mission by looking at the company from the following points:

1. Identify the CORPORATE LOGO
2. Identify the CORPORATE VISION
3. Identify the CORPORATE MISSION
4. Show TWO Examples of how the company has tried to reach out to its various audiences such as CONSUMERS, SHAREHOLDERS, GOVERNMENT etc....
5. RE-DESIGN the Brand Identity to make it more APPEALING to polytechnic-going youths like yourself. The re-designed brand identity can be in the form of a corporate jingle, a new slogan, new uniforms for the staff, new advertising campaigns, posters, or a new retail concept amongst others...

At the end of your mission, each of the Mega2 cell will have to give a presentation on their finding to their handlers at MEGA. You may choose to present in any 20-min creative form such as skit, game show, talk show or a powerpoint presentation. You may include a short video clip or a music video. Every member must perform as each student will be assessed.

At the end of the presentation, each Mega2 cell should turn in a copy of their slides to the handler if applicable for MEGA’s archive.

Refer to your Mega2 Agent manual (the Corporate Communication handbook) to see the definitions of the various audiences or GO BACK to on the PROCESS tab to find out more.

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INTRODUCTION

PROCESS

TASK

RESOURCES

ASSESSMENT

CONCLUSIONS

RESOURCES

MEGA has identified the following FastFood companies for further investigations:

McDonalds

BurgerKing

KFC

TACOBELL

Dunkin Donuts

Starbucks

Mos Burger

Here are the various web resources to help you define the following key terms:

MISSION STATEMENT

CORPORATE VISION



Institute for Public Relations This website provides a good resource for looking up definitions of PR and Corporate Relations terms. It also provides additional description of what is a public etc. URL: http://www.instituteforpr.com/pdf/Dictionary.pdf


This is another web-based resource from Marketing.Com. It defines mainly marketing terms but appropriate for corporate strategy definitions eg Vision Mission, Values, Goals. URL: http://www.marketingpower.com/mg-dictionary.php

Yet another web-based PR/Corporate Relations dictionary that is useful in helping you to define certain terms. The Public Relations Academy helps you understand how PR works. URL: http://www.learnpr.com/Refer_pages/pr_glossary.htm

Here are a few more web-sites thrown up by the weird and wonderful world of wikipedia!!!! http://en.wikipedia.org/wiki/Main_Page

PR Watch a publication of the Center for Media & Democracy, specializes in exposing deceptive and manipulative public relations campaigns. URL: http://www.prwatch.org

About Public Relations by the Public Relations Society of America. URL : (http://www.prsa.org/_Resources/Profession/index.asp?ident=prof1)

Here is a web-tutorial to teach you on how to construct an efficient Powerpoint presentation. Just click on the link for the tutorial. Web Tutorial

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INTRODUCTION

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TASK

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CONCLUSIONS

ASSESSMENT

Hi Team,

This is how your mission activities will be scored by your Mega2 handler.

Total Marks : 30 %

Group Number:

Group Members and Number in Register:

_______________________________________________

___________________________________________

_______________________________________________

_______________________________________________

_______________________________________________

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INTRODUCTION

PROCESS

TASK

RESOURCES

ASSESSMENT

CONCLUSIONS

CONCLUSIONS

Well done and congratulations. You have successfully completed your first assignment and you as well as your team mates are now fully commissioned Mega2.

You would have a better understanding of what a company needs to do in order to succeed as a good, profitable one. All good companies have a STRONG CORPORATE IDENTITY. These companies are still around as profit generation centres because they have a good relationship with their consumers or other audiences.

A strong corporate identity must first start with MISSION STATEMENT and a CORPORATE VISION. In this aspect, you have also learnt much about the importance of a Mission Statement and a Corporate Vision for a company while carrying out your duty for MEGA.

You learnt that to be a good company does not mean simply dramatic words or fancy advertising as companies will have to fulfill whatever corporate promises they make to their various audiences. The Mission and Vision of a company is the soul of a company and is not to be taken lightly.

Congratulations and welcome onboard MEGA and may your future duties as a Mega2 helped enforce responsible corporate relations in companies.

LINKS:

INTRODUCTION

PROCESS

TASK

RESOURCES

ASSESSMENT

CONCLUSIONS