2025 Asia Graduate Programme Application Task and Instructions
Scenario
Imagine you work at FGS Global and you are advising a client about a communications / reputational challenge. The client has asked for your advice on how to navigate the issue.
Task
Choose a company that you are familiar with that has recently been in the public eye (e.g. the news or social media) due to a prominent issue that is affecting the business.
Prepare up to three presentation slides advising what steps from a communications standpoint the company should consider and how to tackle the issue to restore or protect the company’s reputation.
Example issues facing businesses
Weak financial performance
Cost of living pressures and inflation
The rise of Artificial Intelligence
Customer complaints or dissatisfaction with products or services
Social media backlash on a particular topic or issue
Competitor businesses with a better (or worse) reputation
Operations, employees or customers in conflict zones
Sudden change of CEO or senior position
Cybersecurity attack
Poor environmental practices and other sustainability issues
Recovery from the global pandemic
Other issues you may think of
Factors you might want to consider
What is the issue and who does it affect?
Who are the priority target audiences you need to communicate with? (Consider: employees, customers, local community, investors, government, suppliers, other business partners)
What are the key messages those audiences need to hear from the business and why?
Will there be any tensions between what the business wants to ‘say’ and what it can ‘do’?
What channels would you use to reach them? (Consider: radio, TV, newspapers, online news and social media)
What are the businesses’ competitors doing – are they impacted by the issue too, or responding in any particular way?
Is there any data or other information that supports your position and key messages?
What we are looking for
We are looking for answers which are well researched, demonstrate creative thinking and are communicated precisely and succinctly
Well researched – facts and sources of information which guide your thinking. This can come from both traditional or non-traditional sources of media and information – we do not expect you to cite any paid news services
Demonstrate creative thinking – ideas which can help the business improve its communication while being inside the realms of possibility. There is often not a ‘wrong’ answer in communications, but you should explain your thought processes
Communicated precisely – Clarity in how you present your analysis of the problem and your answer – avoid vagueness and be specific
And succinctly – Sharp, well written text which gets your most important points across clearly
