Corporate Communication Report on Qantas Airways CSR Activities

This report discusses the CSR activities of Qantas Airways and how it is communicated to stakeholders. It also covers the role of CSR and issue management, consistency in corporate communication messages, and evaluation of communication in the organization.

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Corporate Communication
Report
5/27/2018
Student Name

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Executive Summary
The companies have a crucial role in implementing the corporate social responsibility
in the organization. Every company has to follow the rules and regulations while operating in
the environment. Similarly, the company Qantas Airways is following the CSR activities to
have the positive image in the mind of the public about the company. The CSR followed by
the company is in accordance with the stakeholders, as they are the person who wants the
image of the company to be good. These stakeholders are those peoples who are affected
by the decision taken by the company and include customers, clients and suppliers. If a
company has a good corporate image it can survive in the market for the long term. The
CSR followed in the organization is communicated to the organization so that all the
information can be transmitted easily to each and every level of management.

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Contents
Executive Summary............................................................................................................................1
Introduction..........................................................................................................................................3
Integrating CSR and Issues Management...................................................................................3
Role of CSR within your organization..........................................................................................4
Role of CSR Issues Management for your organisation...........................................................5
Consistency of company corporate communication messages................................................6
Evaluation of communication in the organization.......................................................................7
Recommendations..........................................................................................................................7
Conclusion...........................................................................................................................................8
References..........................................................................................................................................9

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Introduction
Qantas Airways is the flag carrier of Australia. It is considered to be the largest airline
by its size of the fleet, international flights, and destinations. It is found to be the third largest
and oldest airline in the world. Qantas has a reputation for excellence in safety, operational
reliability, engineering and maintenance and customer service. The company is providing the
services at a very low-cost carrier as compared to others. The main business of Qantas is
providing the transportation to the customer using the two complementary airlines brands-
Qantas and Jetstar (Qantas, 2017a). This brand operates regionally, domestically and
internationally. The strategic focus of the company is to build the company large as possible
and have a competitive advantage in the market. The shareholders should earn the profits
for the long term in the business and value of the shareholder should be maximized. The
Qantas is performing the various CSR activities for the welfare of the society. For performing
the CSR activity in the organization, communicating the message and information is needed.
The stakeholders are also interested in knowing the CSR activities so to have a good
corporate image in the market. The continuous assessment of the environment is done by
the company to know the internal and external environmental conditions, as decisions are
taken while considering all these factors.
Integrating CSR and Issues Management
Corporate Social Responsibility is the responsibility of the company to fulfil the social
needs of the society. If the social needs of the society are not fulfilled then the corporation
may have a negative image in the minds of the public. This term is referred to the efforts that
go beyond what may be required by the regulators or environmental protection groups. CSR
also was known as the corporate citizenship in which short-term cost are involved that do not
provide an immediate financial or monetary benefit to the company but promote the positive
social and environmental change (Bizfluent, 2017).
Qantas performing the CSR activities in the environment to have the positive image
in the mind of the public and can gain from the market. Quanta’s Airways believes that if the
company is acting responsibly in the environment he can gain a positive image in the
market. The company believes to have high standards in everything they are doing and
gives the opportunity to consumer and other people to evaluate the performance based on
the robust, publicly available information. Qantas Airways believe on some principles to be
followed by the company to have sustainability in its business. The concept of living our
beliefs and values while operating with the integrity of the business so that the beliefs and
value of the company should coordinate with the individual's values. Qantas group believes

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that everyone has the right to return home safely and every customer deserve the respect
(Qantas, 2017b).
Another principle followed by the company deals in the approaches towards the
management. Management of Qantas focuses on maintaining the strong corporate
governance in the company so that it can run the business s without any restrictions of
government and other authorities. The shareholders’ value can be enhanced when the
company is having the strong corporate governance followed in the business and it should
be done for the long term to know the opportunities and risks of the market. As shareholders
are the real owners of the company, if the shareholders are earning, the company will earn
high revenues (Qantas, 2017c).
The third principle followed in the Qantas Airways focuses on disclosing the
performance of the company. Each and every activity is done by the company is disclosed
by the company to its stakeholders so to have transparency and visibility in the work
performed. Qantas Airways believes in the satisfying the stakeholders the most as they are
the persons who are responsible for flourishing the growth of the company. Qantas report
transparently to describe how they are making the shareholder value, advancing and
enhancing the strategy in the organization. Company focusing on the foundation of the long-
term sustainability in the business and creating a positive impact in the society the company
is serving (Wagner, 2018).
The company is facing the CSR management issues in implementing the group-wide
programs to improve the environmental performance. Devising and implementation of
strategies are done by the company to improve the fuel effectiveness and efficiency. They
are trying to reduce the emissions on the footprints of aircraft operations. The company also
makes and efforts to have effectiveness in the water and energy strategies (Vilela, 2014)
Role of CSR within your organization
Role of CSR is not limited to performing the environmental activities but it is more
than that. The CSR is the responsibility in which the company has the liability to do
something good for the society. As the company is using the resources of the society so it is
the responsibility of the business to do something for the society as well. The main features
of the CSR focus on the clients, customers, clients and staff. The main aim of the CSR is to
satisfy the needs of these people. If these people are satisfied then the Company can grow
two folds more. Qantas is concerned about their clients and gives them special attention by
providing their services (British Airways, 2018).

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In Qantas, the strategy used in communication of CSR is done through select the
social initiatives with high issue support. In this company monitor their key stakeholders and
considered them to be as the priority of the business and do the business which benefits
them the most while taking the innovative techniques. The company believes in encouraging
the employees so that the communication of the CSR strategy can be done easily and
employees can grab it fast and the implementation of the strategy can be done (Sustainable
Brands, 2018). The company is striving for various forms of stakeholder’s engagement.
Employees used their social tie-ups to have a wide reach among the other groups of interest
in the company. As consumer word of mouth is working as a promotion tool for the company
and a positive image adds on to the goodwill whereas a negative speak about the company
by consumer decrease the image of the company (GreenBiz, 2014).
The shareholders are very much involves in the CSR activities and sustainability of
the company. Involvement of the shareholders leads to the value creation in the strategy of
the company. Ultimately the engagement of the stakeholders is about embracing the
opportunities and managing the risk of the company. All these information should be timely
communicated to the shareholders as the company is using the resources and funds of
shareholders only so it is the responsibility of the company and its members to have
transparency in the reporting. CSR also affects the brand and reputation of the company. If
the Qantas is performing the socially responsible work then the company have good image
in the minds of customer and Qantas the airways is a service sector. By providing the
service, company has to give a special attention in attending their customer, it will add to the
goodwill of the company (Seo, Moon & Lee, 2015).
Role of CSR Issues Management for your organisation
The company is said to be socially responsible when they give the commitments to
improve the economic conditions and growth of the country in which its business exists while
improving the quality of the life of the employees and workers, their families and the local
communities at general. Issue management is the role of identifying and resolving the issues
of the business with internal and external environment. Problems related to the staff clients
and suppliers are discussed. All the technical failures in the company, material shortage in
the warehouses give the negative image on the company which will hamper the growth of
the company. Various other issues are also taken but these are finding to be the one which
directly affect the company growth (Karago, 2017).
Both CSR and issue management are directly related to each other. If CSR and
issue management work in the same direction then the company can achieve the

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sustainability in the market. If not the company has to bear a huge amount for the same.
CSR is done to have a positive image in the minds of the public but every company like
Qantas are facing the same problems of material shortage, misconception and other
mishandling problems. To overcome this problem, the company tries to give something extra
to the society to improve its image in the market (Milne, Gray & Buhr, 2014)
Coordinating with both these issues is done by the managers of the company so to
have efficiency and effectiveness in the business and organization can survive in the long
term in the market. In this management, media are playing their role. Media helps the
company to promote the services. The media can be used to seek volunteers from the
society or the specific places where the company is launching their CSR initiatives (Zhang &
Lin, 2015).
Consistency of company corporate communication messages
There should always be consistency in the communicating the message from top-
level management to lower level management. Communication is found to be the essence of
management. Without communication, information cannot be transmitted to one person to
another. For sharing the information and knowledge in the Qantas, communication is
necessary for completing the hierarchy in the company. The delivery of message should be
consistent in nature so that the time to time updating should be received at all the levels of
management (DiStaso & Bortree , 2014).
Providing the consistent message in the internal and external environment of the
company establishes the reputation of the company. The trust among the customer, clients
and other stakeholders are increased with the company in a positive way. As the company is
showing the transparency in the information and reporting in the business. Investors are free
to invest more in the company in which proper information is provided time to time.
Communication not only increases the relation with the outside world but also enhance the
relationship in the organization between the superior and their subordinates (Wang, Wu &
Sun, 2015).
The use of green marketing is also done by the Qantas in its daily operations. Green
washing or green can be defined as the marketing in which promotion and incorporation of
the biodegradable products or services are there. The Qantas is dealing with the service
industry which has a very low scope of doing the green marketing. Yet there are certain
service sectors that have recognizable environment impacts. The airline industry has
received considerable attention regarding their emissions. The company is using this
technique in the fuel and emission of the aircraft and saving the resources. The Qantas is

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trying to reduce the emission of the carbon dioxide gas after the load of the passenger in the
flight. By the increase in the number of seats, carbon dioxide emission per passenger seat-
kilometer decreases. Qantas is helping in reducing the impact of harmful gases in the
environment as well as offering the seats to the customer at lower cost by achieving the
economies of scale in its business (Chang, Chen, Hsu & Hu, 2015).
Evaluation of communication in the organization
From the above discussion, it can be concluded that the communication in the
organization is just as the funds required by the company. The communication channel in
the Qantas is very well managed by the top level management and lower level management.
The link between these two levels of management that is the middle-level management is
playing their role efficiently and supplies the accurate information timely. If any decision has
to be communicated by the top level to lower level, it is done on time and vice versa. All the
problems and grievances of the lower level staff are well coordinated with the higher level
authorities of the company (Coles, Fenclova, & Dinan, 2014).
The Qantas is using the various strategies for effective communication in the
company. The company seeks the CSR activities that fit into the business strategy. The
proper emphasis on the CSR commitment should be given for the long term and there
should be a proper concrete impact of its CSR activities. A CSR communication strives for
the various forms of stakeholder involvement. The company have social tie-ups with their
clients and have a wide reach among the different groups of interest in the company (Singh,
& Agarwal, 2014).
Recommendations
Qantas should give more focus on the environmental factors. As the company is
contributing towards the green marketing but company should try to give more efforts to
improve the environmental conditions of the country. Reports are highlighted the stronger
focus on the environmental issues than on the social or economic dimension of CSR. Of the
seven major environmental themes are examined, emission reduction programs are
predominated all the reasons. Other environmental issues received much less attention as
compared to the CSR, with no single other initiative implemented by the Qantas (Amin,
Janson, & Bystrom, 2016).
This recommendation is feasible and desirable as well. As all the clients, customers
and suppliers want to have the good corporate image of the company. The company should
comply with all the environmental legal requirements and other obligations of the industry
and market so to remain competitive in the market. Preventing from the pollution where this

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is not possible then also reducing the impact as low as reasonably practically possible. The
company can also minimize the wastage and reduce the disposal to landfill and increase the
re-use and recycling of the resources.
Another recommendation Qantas should take into consideration is increasing the
scale of business. The seating area in the flights should be increased by the company so
that the flight capacity can be increased and more passengers can be travelled at a time and
another benefit company can able to earn is the reduction in the emission of fuel. It will not
only enhance the profits and revenues to the company but also helps the consumer in the
saving of their cost. From the analysis, it can be recommended that the initiatives taken in
the CSR are consistent in nature while measuring the performance , making an evaluation
and making a comparison of their performance and effectiveness difficult (Wells, 2015).
Ensuring the safety and security of the clients is also a necessity for the company. It
is the responsibility of the company to serve its customer at its best. But Qantas can improve
this by providing the special treatment to its premium customers and provide the comfortable
ambiance and environment to its customer on a flight.
Conclusion
From the above discussion, it can be concluded that the CSR is very important for
every company to survive in the competitive market. Companies use the CSR to have the
competitive advantage in the market and a positive image in the minds of the public. Qantas
airways are performing their responsibilities very well by doing the various innovative
techniques to satisfy the majority of its stakeholders. The company is using the innovative
strategies to implement the CSR in the environment. The company is trying to analysing the
need for the internal as well as the external environment to know the demands and needs of
the majority of the stakeholders. For the same, company is trying to communicate with the
stakeholders by giving the consistent messages to them and taking the feedback also. While
doing all these companies is maintain its image and brand reputation in the market. Qantas
Airways trying to build its goodwill in the market by doing the socially responsible work for
the welfare of the society.

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References
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