Google's mission is to organize the world's information and make it universally accessible and useful. Its messaging to shareholders focuses on long-term growth over short-term profits, avoiding trends, strategic market focus, and acquisitions. Its messaging to stakeholders emphasizes being user-focused, innovative, flexible, and a market leader. Google.org supports innovative partners through grants and resources to address global challenges like crisis response, disease tracking, and child protection. Magazine rankings show Google has a strong reputation and brand, while blogs provide mostly neutral or positive coverage focused on Google's products and services, compared to more balanced coverage of competitors like Apple. The audit recommends Google emphasize its values and identity through campaigns like "Who you are matters more

1. A Corporate Communication
and Reputation Audit
Jamal Cornelious
LaddavanhVannavong
PRAD 564-301—Dr. Matt Ragas
June 7, 2012

2. Mission
To organize the world’sinformation
and make ituniversally accessible
and useful.

3. Company Messaging
Shareholder Message Stakeholder Message
• Long-term growth vs. • User focused
short-term profit • Innovative
• Avoid trends • Flexible
• Strategic market focus • Market leader
• Increase market share
• Strategic acquisitions

4. Google.org develops technologies to help address global challenges and supports
innovative partners through grants, investments, and in-kind resources.
• Crisis Response
• Google Dengue & Flu Trends
• Google for Nonprofits
• Child protection
Source: http://www.google.org/projects.html

6. • Separate directories for each social media
platform.
• Channels and pages dedicated to individual
products.
• Dedicated channels for countries and cities
o From Google+ Chicago to Google Adwords-
Latvia

7. Magazine Rankings: Reputation

8. Magazine Rankings: Brand

9. Magazine Rankings: CSR

10. • Coverage appears to be dominated by blogs.
• Coverage were generally neutral or positive.
• Coverage appears to overwhelmingly be
related to Google products/services.

16. Sentiment Comparison: Google vs. Apple

17. Recommendations
• “Who you are matters even more than
what you produce.”
• “The Teenage Years” campaign