United Airlines Public Relations after the Dao Ejection
Added on 2020-04-01
15 Pages3291 Words334 Views
Running head: UNITED AIRLINES’ PR REPORT 1United Airlines’ PR ReportStudent’s Name:Institution:Affiliation:
UNITED AIRLINES’ PR REPORT 2Executive summaryThis report sets out to understand the concept of public relations at United Airlines followingthe ejection of Dr. David Dao from flight 3411. It analyses the cause –effect relationship of theincident and sets out recommendations, which will go a long way to manage effectively futureincidents. The report also delves into the historical operations of the oldest commercial airlinein the United States of America.
UNITED AIRLINES’ PR REPORT 3Table of ContentsExecutive summary..........................................................................................................................21.0 Introduction...............................................................................................................................42.0 Background................................................................................................................................42.1 Federal Investigations........................................................................................................52.2 Forcible ejection of Dr. David Dao......................................................................................62.3 Public outrage.....................................................................................................................72.4 The power of social media.................................................................................................82.5 Effect on key Asian markets...............................................................................................82.6 Increased spotlight.............................................................................................................92.7 How to respond..................................................................................................................93.0 Conclusion..............................................................................................................................94.0 Recommendations................................................................................................................104.1 Transparency...............................................................................................................104.2 Contact with the public...............................................................................................104.3 Target consumers of information................................................................................114.4 Photographic communication.....................................................................................114.5 Media outreach...........................................................................................................114.6 Public relations tools...................................................................................................124.7 Timely Response..........................................................................................................124.8 Staying active and available.........................................................................................124.9 Check your facts...........................................................................................................135.0 References...............................................................................................................................14United Airlines PR Report
UNITED AIRLINES’ PR REPORT 41.0 IntroductionUnited Airlines is one of the largest and oldest airlines in the world. It operates over fourthousand flights everyday carrying passengers across five continents (Wahba, 2017). It boasts ofhaving the most comprehensive network of routes with an estimated annual carrying capacityof one hundred and fifty million covering more than three hundred airports in the world. Itmaintains a large fleet of aircraft numbering in excess of seven hundred. United Airline is afounding member of Star Alliance providing service to 28 member airlines (Wahba, 2017). OnOctober 1, 2010 the company was listed on the New York Stock Exchange under the name andsymbol UAL following internal restructuring.2.0 BackgroundUnited Airlines was founded in 1916 trading under the name Boeing Airline Company(Heppenheimer, 1995). The company embarked on an ambitious strategy of acquisitions,mergers and amalgamation of other aviation-based companies. The company initially speciallyoperated mail-only services. It was not until March 1931 that the company acquired United AirLines, Inc. launching commercial airline services. It is by dint of this acquisition that UnitedAirlines lay claim to being the first passenger flight company in the USA. The company focusedflight routes between member states in the USA, following a path successfully trodden by themail service branch.In 1933, the company acquired a Boeing 247(Heppenheimer, 1995). It was arevolutionary introduction in the flight industry. For the first time in the history of commercialflights, passengers were able to fly directly across the USA without the necessity of making anovernight stop. It was faster than any previous model. However, it was not all-smooth sailing.
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