INTEGRATED CAPSTONE PROJECT 13 INTEGATED CAPSTONE PROJECT

Running head: INTEGRATED CAPSTONE PROJECT
Integrated Capstone Project
Name of the Student:
Name of the University:
Author Note:

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INTEGRATED CAPSTONE PROJECT
Table of Contents
Executive Summary.........................................................................................................................2
Background of the Research and Company.....................................................................................3
Problem Identification.....................................................................................................................4
Critical Analysis of the Issues.........................................................................................................5
Recommended Solutions/Implications............................................................................................7
Action Plan......................................................................................................................................9
References......................................................................................................................................12

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INTEGRATED CAPSTONE PROJECT
Executive Summary
The study focuses on the development of corporate communication and public relations
for improving the organizational performance. The research area is based on the case scenario of
Qantas Airways, which has been experiencing the greater PR disasters due to lack of crisis
communication. The study provides the insightful knowledge about the necessity of managing
corporate communication and managing public relations. Corporate reputation is considered as
an intangible asset for different companies from any industry. Therefore, the corporate reputation
is one of the most significant aspects of managing organizational position in a competitive
scenario. Maintenance of the effective corporate communication and public relation process
helps in retaining the reputed position of an organization. Therefore, it is recommended that the
company needs to improve the internal communication by arranging weekly, monthly, and
annual meetings. On the other hand, using social media platform would be effective enough in
managing the public relations. The further action plan provides the insights about the future
actions that would be undertake for the completion of the project.

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INTEGRATED CAPSTONE PROJECT
Research Area: Impact of Corporate Communication and public relation on Organizational
Performance: Case Scenario of Qantas Airways
Background of the Research and Company
Public relations play the most significant role in maintaining business sustainability. Most
of the businesses utilize the corporate communication strategy to improve the public relation
process. According to Christensen and Cornelissen (2013), the maintenance of the effective
public relation is the key to business success. Different organizations adopt the unique strategies
to enhance the public relation process that eventually improves the organizational performance.
Corporate communication is a process of encompassing the different communication activities
undertaken by an organization both inside and outside of the company. On the other hand, the
public relation process deals with the identification and establishment of the effective
relationships with the internal and external stakeholders (Eberle, Berens & Li, 2013). The
implementation of the effective communication media inside and outside of the company helps
in building up the transparency in a cohesive way. The organizational performance depends on
such clearance of the goals and objectives (Kim, 2014). Moreover, it ensures growth for the
future prospects as well. The project would thus focus on the issues with public relation
management of Qantas Airways that affects the business performance.
Qantas is considered as the flag bearer of Australian airline industry. The company has
sustained the reputational value as a low cost carrier and the provider of the effective airline
services to the passengers. Alan Joyce, the CEO of Qantas Airlines felt the necessity of improve
the value added services for securing the competitive edge and participate in the global
competition (Qantas.com, 2017). It required reducing the costs for participating in the