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Communication Management - Assignment

   

Added on  2021-05-30

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Running head: MANAGEMENET COMMUNICATIONMANAGEMENET COMMUNICATIONName of the StudentName of the UniversityAuthor note:

MANAGEMENET COMMUNICATION 1a)What future actions can Qantas take to build a positive public perception of thebrand?Social media is a place where there is very little control on what people can express.Though abusive language and obscene pictures are banned from most of the sites, people canexpress their feelings in whatever way they desire to. Qantas had committed a big mistakewhen it decided to engage the public in social media just days after the disastrous incidenthappened when most of its flights were stranded because of mass strike of employees (Yin etal. 2012). This had given a very tough time to the fliers and commuters many of whom had tobe stuck far away from their homes at different airports. There were people who hademergencies of reaching homes or at other places. The incident has been deemed by one ofthe worst crisis faced by the airlines in the recent times. To repair the damages caused by thisincident to its goodwill, the airlines was determined and desperate to do something in order torepair its damage. In doing so it started the social media competition. The Reuters reports“Qantas Tuesday invited users of the micro-blogging site to enter a “Qantas Luxury”competition, asking people to describe their “dream luxury in-flight experience” and possiblywin a pair of Qantas first-class pyjamas and a toiletries kit. The timing of the PR exercise wasquestionable, coming just a day after Qantas and its unions broke off contract negotiationsand after Qantas grounded its fleet in late October, a drastic move that stranded thousands ofangry customers.” (Barnett 2011)In the future in order to rebuild the image of the company in social media thecompany should now engage in humanitarian activities and should take up some social issuewhich is not directly linked to its business process. The company for example, can take up acampaign to raise money for the underprivileged children in the poor region of the worldwhere it operates its airlines (Pfeffer, Zorbach and Carley 2014). This will help the companyget some sympathy of the people and many people will engage in the social humanitarian

MANAGEMENET COMMUNICATION 2activity and donate for the cause. The justification is that, it will help the company to increaseits goodwill and also engage people into its social media domains across various platforms.b)Identify three important factors for an organisation to consider when usingsocial media.Demographics: The first thing to consider in social media marketing is demographicsof the audience (Brito 2011). All the businesses have their own target audience to whomthey target their marketing campaign. The demographics of the social media audienceconstitute of the different groups and division of population, on the basis of region,identity, gender, age and other factors (Aral, Dellarocas and Godes 2013). If the targetaudience is wrongly chosen the social media campaign will be a failure. An advertisementof the airlines if are shown to people who have little chance or opportunity to fly, in termsof income, then the money invested is wasted (Berthon et al. 2012). Timeliness: Another important factor to consider in order to launch and successfullyrun a social media campaign is timeliness and understanding of circumstances (Macarthy2018). As an example the case study of Qantas can be mentioned here. The time oflaunching the “dream luxury in-flight experience” was totally wrong as people werefrustrated with the recent incident of mass strike and stranding of most of the aircrafts ofthe airlines. It could be some social issue campaign to bring back the goodwill, or it couldhave been a “resurgence” campaign dedicated solely and honestly to express how theairlines have fought the crisis bravely and bounced back. Strategy: The most important factor for an organisation while using the social mediais to ensure that the proper strategy is in place (Bharadwaj et al. 2013). In case of theQantas airlines the strategy it used nosedived and backfired. The crisis it faced due to thegrounding of the aircrafts was in itself a very unique one. To come out of this crisis and to

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