BSc Business Management/ with Comms and with Marketing


University of birmingham


Reputation Management Video

Module Code

07 32263
07 32263:Public Relations and Reputation Management

You work as a Public Relations Executive for the creative agency Craft Media, whose
client is the controversial brand, BrewDog. In 2022 BrewDog lost its status as a B Corp less
than two years after joining the scheme due to its unethical practices. You have been
contacted by the national press to give a response to the brand’s crisis of losing its status as
a B Corp.
In a 90 second piece to camera, you are to attempt to protect the reputation of the brand
and its campaign.
Notes on your video:
Your face must be seen
You must present in a professional setting
Audio must be clear
You must present for 90 seconds

Module Learning Outcomes:
In this assessment the following learning outcomes will be covered:
4. Apply crisis communications and reputation management models and theories to deliver
appropriate responses to a range of threats to reputation.
5. Develop an innovative theory-driven communication plan based on building trust and
enhancing or protecting reputation.

6. Understand and analyse the ethical challenges and practices as experienced by PR
professionals and the impact and influence of organisations decisions on reputation.

Grading Criteria:
Please see grading criteria on module Canvas page under assignments tab.
Feedback to Students:
Both Summative and Formative feedback is given to encourage students to reflect on their
learning that feed forward into following assessment tasks. The preparation for all
assessment tasks will be supported by formative feedback within the tutorials/seminars.
Written feedback is provided as appropriate. Please be aware to use the browser and not
the Canvas App as you may not be able to view all comments.
It is your responsibility to ensure that you understand correct referencing practices. You are
expected to use appropriate references and keep carefully detailed notes of all your
information sources, including any material downloaded from the Internet. It is your
responsibility to ensure that you are not vulnerable to any alleged breaches of the
assessment regulations. More information is available at