Case Study of United Airlines
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Added on 2020-03-23
Case Study of United Airlines
Added on 2020-03-23
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CASE STUDY OF UNITED AIRLINESPUBLIC RELATION THEORY AND PRACTICESINSTITUTIONAL AFFILIATION(S)STUDENT NAME[Pick the date]
CASE STUDY OF UNITED AIRLINESPUBLIC RELATION THEORY AND PRACTICES2EXECUTIVE SUMMARYThe incident of United Airlines and removal of Dr David Dao from flight 3411 has been considered as a worst case in history of PR errors made by any company. The incident was highlighted all over social media and became one of the global PR catastrophes immediately. The incident got enough media coverage and the news was speedily spread worldwide. The bad customer service that was recorded led entire airline industry into suspicion of providing expected overhaul to flight passengers. Maintaining good quality public relation practice became debatable. Although the airline company apologised for misbehaviour, still this case had left an impression that won’t be forgotten and recorded as delinquent conduct of PR of United Airlines. This report will make a brief study of the incident while figuring out possible recommendations that could have been applied by PR’ of United Airlines. The PR theories mentioned in the report could have helped in preventing such appalling incident. 2
CASE STUDY OF UNITED AIRLINESPUBLIC RELATION THEORY AND PRACTICES3Table of ContentsEXECUTIVE SUMMARY...............................................................................................................2INTRODUCTION..........................................................................................................................4OUTLINE OF THE CASE STUDY....................................................................................................5COCLUSIONS...............................................................................................................................6THE EXCELLENCE THEORY.......................................................................................................6SOCIAL EXCHANGE THEORY...................................................................................................8AGENDA SETTING THEORY.....................................................................................................9RECOMMENDATIONS...............................................................................................................11REFERENCES.............................................................................................................................133
CASE STUDY OF UNITED AIRLINESPUBLIC RELATION THEORY AND PRACTICES4INTRODUCTIONDeveloping public image of an organisation in front of public and to manage issues in the company is most important job of employees. Public Relation theories are therefore considered significantly by organisation’s to make sound communication skills and maintain proper public relation process[ CITATION Cre121 \l 1033 ]. Professional trainees inculcate PR practices into their operations by outlining core principles of PR in business, third parties, governments and customers. In United States and other Western countries, PR has become a key strength in making organisational communication which is practised by management and associations. In strategic management, the role of PR practitioner’s has become vital to build public relations and accomplish the core objectives of organisation[ CITATION Joe00 \l 1033 ]. Many authors have identified PR roles in organisations and provided with various models that can be applied by management to enhance their PR practices. Theories if applied can provide managers with effective tools to formulate basic communication plan addressing organisation’s issues and requirements. The basic elements of public relation include media relation, issues management, internal communications and crisis communiqué. PR theories those are practised and prove beneficial to the firm are the ones that always lead organisations to develop healthy public relation and should be incorporated by managers to ascertain acceptable and tactful decision at the time of dilemma. No single theory single-handedly can help managements to accomplish public relation in organisation as different situations demands diverse solutions[ CITATION Jam171 \l1033 ]. Thus it becomes necessary for them to look into different perspectives and make close study of theories those are related to public relationship along with studying mass 4
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