Corporate Communication & PR Training Program for Mary's Aussie Tours

This report outlines a training program for Mary's Aussie Adventures Tours, focusing on improving corporate communication and public relations, particularly for Asian clients. The program emphasizes effective team communication and developing a strong organizational culture to enhance service quality and customer relationships. Theoretical models such as Aristotle's and Lasswell's are discussed to provide a framework for improving communication strategies. The report also addresses the importance of understanding cultural differences and ethical considerations in PR, aiming to equip employees with the skills necessary to manage internal and external communications effectively and achieve the company's business objectives.

Running head: MANAGEMENT
Management
Name of the student
Name of the university
Author note

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Table of contents
Introduction......................................................................................................................................3
Aims and objectives.........................................................................................................................3
Timeline...........................................................................................................................................4
Analysis tactics................................................................................................................................5
Conclusion and recommendations.................................................................................................14
Reference list and bibliography.....................................................................................................16

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Introduction
Corporate communication department plays an effective role for developing the strong
relationship between the employers and customers by understanding the perspectives of the
target market (Pearson, 2016). Through the corporate communication initiatives, the inside and
outside communication activities are being observed, which reflects through the brand reputation
of the company. The study has been developed depending on the corporate communication and
PR needs of a tourist organization called Mary's Aussie Adventures Tours, which provides its
services particularly to the Asian customers. In order to get connected with its customers, the
company has developed a separate administrative department where the corporate quarries of the
tourists are being solved by the staffs. As the organization is based on Sydney and mainly
focused on the Asian visitors, in that case, it has become important for focusing on different
corporate communication and public relation areas so that the marketing can be properly done. In
this study, two important areas of corporate communication and PR such as effective team
communication and developing effective organizational culture have been introduced so that the
business growth can be achieved.
Aims and objectives
Aim of this study is to introduce effective training program for the employees so that the
corporate communication ability can be increased in the workplace. On the other hand, through
the training development plan, public relation will be focused so that the business objectives can
be properly achieved.
Objectives

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 To identify the different areas in which the improvement is required for improving
corporate communication and public relation
 To provide effective training to the employees for increasing its business revenue 55 in
coming 2 years
 To provide recommendations for better improvement in public relations
Timeline
Activities 1st to
3rd
Week
4th to
10th
week
11th to
13th
Week
14th to
17th
Week
18th to
21st
Week
22nd
to 23rd
Week
24th
Week
Identification of the
issues

Develop training plan
and budget
 
Training plan with
budget will be presented
to the higher authority

After confirmation from
the authority, training
objectives will be
clarified to the
participants
  
Understanding the needs
and demands of the
participants changes will
be done
  
Learning materials will
be shared to the
participants
 

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Analysing the ability of
the participants different
tests will be taken by
involving them in
unfamiliar situations

At the end of the training
program, based on the
performance thee
participants will be
appreciated with scores
 
Monitoring of the entire
process will be done

(Created by author)
Analysis tactics
Importance of developing the training program
Corporate communication and public relation development has become the major
concern for travel organizations for sustaining in the competitive business environment
(Ferguson, 2018). Analyzing the growth in Australian tourism industry, it can be said that due to
various economic as well as technological opportunities, competition among the organizations
for bringing the unique services in the market has been increased. In the words of Avidar (2017),
in case of tourism sector, public relation has become necessary for understanding the changing
needs and demands of the customers. On the other hand, by arguing this Pearson (2017) stated
that it cannot be denied that through the PR initiatives, management can be able to develop the
bridge between customer and department so that the communication flow can be smoothly
maintained. Analyzing the situation in Mary's Aussie Adventures Tours, it has been identified
that it mainly serves the Asian visitors. Being an Australia based organization, it cannot be

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denied that the cultural gap between the target customers and the management can create the
challenging situation for the organization. On the other hand, due to changes in culture, the
behavioral perspectives of the target market can be different. In this situation, it is important for
the organization to train its employees for improving the public relations so that standard quality
of services can be provided by the authority.
Chosen areas for training program with justification
Analyzing the situation in the organization, it can be said that the training and
development program needed to be developed depending on the areas such as effective team
communication and developing effective organizational culture. Team communication plays an
essential role for bringing the time management skills as well as maintaining the accuracy in the
workplace (Harris & Sherblom, 2018). Through the effective team communication, it will be
easier for helping individuals to clarify their responsibilities. In case of the organization called
Mary's Aussie Adventures Tours, effective team communication can be developed through
both the verbal and nonverbal communication activities. It can help to maintain the collaboration
between the employees and management. In the words of Boies, Fiset and Gill (2015), it is true
that in case of handling the customers, which belongs from a totally different culture and
language, sometimes, stress and anxiety among the employees can be increased, which can
influence the service standard of the employees. By continuing this Jauhari and Bharwani (2017)
opined that if the service standard gets compromised, that can directly impact on the customer
relationship practices. In that case, effective team communication can play an influential role for
managing the internal environment in the workplace. By developing effective organizational
culture, the effective team communication can be introduced, which can help to provide standard
service.

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According to Hussain, Konar and Ali (2016), organizational culture is being developed
depending on the attitude, values and beliefs. In case of service providing industries like tourism,
the organizational culture plays an effective role for defining the mission and vision of the
company to the employees in an effective manner. It is also beneficial in terms of increasing the
ability of the staffs in workplace. Proper interaction among the employees can play an influential
role for developing the effective organizational culture (Lee, Shiue & Chen, 2016). In case of
tourism industry, managing effective organizational culture plays a crucial role for striving the
good impression on customers’ mind. In case of Mary's Aussie Adventures Tours, if the
proper organizational culture can be developed, it can be beneficial in terms of securing the long
term commitment from the employees, which indirectly help to gain the competitive advantages.
Analyzing the current marketing trend in tourism industry, it has been identified that story telling
has become highly popular among the customers (Hartnell et al., 2016). In that case, by
developing the effective organizational culture, grate stories can be introduced by the
organization, which will be beneficial for grabbing the attention of the customers. In case of
dealing with the foreign clients, understanding different cultural perspectives of the customers is
important for providing better service. If the internal organizational culture can be properly
developed, it can help to increase the service efficiency that will be beneficial in terms of
bringing the ability for working with diversified cultural people.
Theoretical aspects of the effective team communication
Aristotle's Model
Aristotle's Model were developed by a Greek philosopher namely Aristotle. In the
Aristotle's Model, the speech and the speaker are mainly being focused. The Aristotle's Model
can be divided into five important elements such as Occasion, audience, speaker, speech and

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effect. Through this model, the human nature has been explored scientifically. While exploring
the human nature the liner model of communication were developed developing on the oral
communication process.
Figure: Aristotle's Model
(Scope: Bombelli, 2018)
In the above model, five important elements of communication have been discussed in
the linear manner. The model has mainly focused on the activities of speaker. In this model,
audience play the passive role (Fahimifar & Aladal, 2016). After understanding the needs and
demands of the target audience, the speaker organizes the speech. As per the author, depending
on the authenticity of the speech, the attention of the audience is being grabbed. In this speaker
based communication model, it has been discussed that the effect of the speech of the speaker
reaches to the audience in liner process. In this model, three important elements of
communication are being discussed. Those are Ethos, pathos and logos. Ethos is an important
characteristics of the speaker that makes the person credible in front of the audience (Baruah &
Ward, 2015). Depending on the expertise and position, the credibility can be increased, which

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makes a person an effective speaker. Pathos is another important characteristics of human that
increase the interest of people for being credible (Kaptein, 2017). By developing the emotional
bond between the audience and speaker, the pathos can be developed. As an example, in case of
rural areas, where people suffer for water and electricity, in such places, the politician promises
them to provide their necessary services. Through this conversation, the emotional bonding
between the politician and audience is being developed. In case of Mary's Aussie Adventures
Tours, it can be said that encouraging the pathos characteristics among the leaders, it will be
beneficial for developing a strong bond between the team leaders and team members. It can help
to encourage the employees to give their full effort for achieving the organizational goals and
objectives. Logos indicates the sense of logic, which is important for the speaker for making
understand to the audience about the discussion (Baruah & Ward, 2015). It is very important for
the employees to adopt logical understanding skills, so that they will be able to help the
customers to understand their thoughts. This skill is also important for convincing the people for
experiencing services provided by the organization.
Lasswell's Model
Lasswell's Model was developed by communication theorist Harold D. Lasswell in the
year 1948. Lasswell's Model is being considered as one of the effective communication models,
adopted by the organizations in the workplace. It is an important verbal communication model,
in which the different segmentations of communication process are being analyzed depending on
the linear unidirectional process. The focus on the model is broken down in different elements
such as who, what, medium of communication and to whom the communication needs to be
reached. By formulating the effective message, flow of communication is being maintained.

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Figure: Lasswell's Model
(Source: Sapienza, Iyer & Veenstra, 2015)
Depending on different communication tools, the communication elements are being
analyzed (Wenxiu, 2015). It is true that depending on different analysis tools, the entire
communication elements are being observed. By developing the mass communication process,
the model helps to develop interpersonal communication in the workplace. In case of developing
the group communication in various situations, Lasswell’s Model of communication is very
effective. By developing the effective communication process, Lasswell introduced the
relationship between facts to be presented and its different consequences. Depending on the
components, the outcome of the communication process can change. In case of sustaining in the

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competitive tourism sector, the Lasswell's Model can be properly implemented for increasing the
team communication efficiency of the employees (Alston, 2017). It can be said that depending
on the organizational situation, it will be easier for the company to develop effective interaction
process in the workplace. As a result, it will be easier for the company to gain competitive
advantages in the market.
Theoretical aspects of the effective organizational culture
Depending on different paradigms, the theory of organizational culture is being
developed. Culture is the sense that helps to understand and idealize the system thorough which
the values and beliefs of the audience can be analyzed. The organizational culture can be
developed depending on the three levels such as artifacts, espoused values and basic underlying
assumptions. As per Edgard Schein, the organizational culture can be developed depending on
organizational development, learning and planned changes, which cannot be understood without
considering the essentiality of cultural aspects (Schein, 2015).
Artifacts: Visual organizational structure is being defined through this level. It is hard to
understand (Cameron & Green, 2015).
Espoused values: Strategic goals and philosophies of the organization are being addressed
through this process.
Basis assumptions and values: Depending on the basic assumptions and values of the
organization, the organizational culture is being developed. By identifying the key understanding
factors of the organizational culture, the values of the organization is being analyzed.
Implementation of the training program

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In order to implement an effective training plan, it is very important for the organization
to focus on doing the training needs analysis program (Schein, 2015). With this initiatives, it will
be easier for the organization to identify the problem in the organization, depending on which the
improvement is needed. In that case, identifying the areas, in which the improvement is required,
a training plan can be developed, in which the entire budget of planning, numbers of participants,
training timing, and numbers of trainers will be mentioned. Developing an effective training
plan, permission from the higher authorizes will be taken. In this case the training plan will be
developed for 6 months, in which the internal organizational culture and employee
communication will be improved.
Training plan
Training time: 10:30 A.M to 2:30 P.M
Venue: 121 circular road, Sydney.
Duration: 6 months
Numbers of participants: 40
Action plan
Stage 1: In the initial stage of training, training and development objectives needs to be clarified
to the participants. This process is very important for implementing the effective business
practices in the workplace so that the participants will understand their roles and responsibilities.
As the training and development process will be developed depending on the emerging issues in
the tourism industry, in that case the research and development needs to be done in a right
manner.