Corporate Communication Report on Qantas Airways CSR Activities

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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