Case Study: Improving Communication at Qantas Airways (MNG81001)

This case study examines the management communication strategies of Qantas Airways, focusing on addressing PR challenges and enhancing brand perception. It emphasizes the importance of effective communication for organizational success, particularly in the context of social media and public relations initiatives. The study identifies key factors such as demographics, ethics, and budget that Qantas Airways should consider when utilizing social media platforms. An action plan is proposed to improve brand image through strategic content creation, search engine optimization (SEO), and targeted social media marketing. The analysis highlights the need for consistent monitoring and a top-down communication approach to ensure alignment and effective implementation of strategies within the organization. Desklib offers this case study along with a range of solved assignments and past papers for students.

Running head: MANAGEMENT COMMUNICATION
Management Communication
Name of the Student:
Name of the University:
Author’s note:

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Executive Summary
Effective interaction is important for the managers in companies so that they can effectively plan
and organize the business activities. Effective interaction enables the organizational managers to
do their roles and responsibilities. It helps the different business organizations to expand their
activities in other markets. This study studies the management communication of Qantas
Airways. It is seen that Qantas Airways is facing PR problems. This study focusses on
identifying future actions that will help the respective airline service provider to build positive
public perception of the brand in the existing market. This particular study focusses on three
important factors that should be considered by Qantas Airways when using social media, for
contest or public relations initiatives. An action plan will be devised in this specific study.

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Table of Contents
Introduction......................................................................................................................................3
Discussion........................................................................................................................................3
Conclusion.......................................................................................................................................6
References........................................................................................................................................7

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To
Olivia Wirth
Subject Line: Management Communication
Introduction
Communication plays a vital role in improving the relationship with clients and managers
of the organization. In accordance with the opinion of Goetsch and Davis (2014), fruitful
communication enables the company to expand its business operations in the current market.
This particular study focusses on management communication of Qantas Airways. In this
specific study, three significant factors need to be considered by the management before using
social media, for contest or other public relations initiatives. An action plan has been devised in
this particular study.
Discussion
There are certain ways which can be used by Qantas Airways in order to build a positive
brand perception. In accordance with the opinion of Zagelmeyer et al. (2018, p.93), public
relations disseminate the key messages in the online blogs and trade publications. It is required
for the management working at Qantas Airways to position itself as the thought leader in the
existing market (Binder 2016). This is one of the effective ways by which it is possible for the
company to enhance its image in the eyes of its existing consumer base (James and Zoller 2018,
p.60). Men (2014, p.264) commented that in order to build a positive perception in the minds of
its users and buyers, it is essential for the respective airlines service provider to create ass unique
content that will aid this company to stay ahead of its close competitors. It has been observed
that search engine optimization (SEO) enables the business firm to improve its ranking in Google

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(Coombs 2015, p.141). It has been observed that it is very important for Qantas Airways to use
SEO effectively so that it is possible to enhance its image in the eyes of its clients. In this
context, it can be stated that using effective keywords as well as key phrases, will enhance the
trafficking of consumers to the official website of Qantas Airways (Zulch 2014, p.1000).
In accordance with the opinion of Zavala et al. (2018, p.121), it will be beneficial for the
company if it uses keywords like ‘Qantas Airways’, ‘flight’ etc. In accordance with the opinion
of Ocasio, Laamanen & Vaara (2018, p.155), social media marketing is a useful tool that
enables the organization to develop its brand image and reputation in the minds of its consumers.
Khodaei, Jin. & Papadimitratos (2018, p.1430) commented that effective usage of social
networking working sites like Facebook, Twitter, will increase the rate of website trafficking
thereby increasing the brand image of the business organization. It is necessary for the
management working at Qantas Airways to use this tool effectively in order to develop its brand
image (Merolla & Kam 2018, p.50).
It is needed for Qantas Airways to consider certain factors while using social media,
for contest and other public relations initiatives. It has been observed that Luthans & Doh
(2018) commented that demographics, ethics and budget are the most important factors,
which should be considered by the top-authorities working at this reputed airlines service
provider. According to Ocasio Laamanen & Vaara (2018, p.167), management of this airline
service provider need to consider the demographics while using social media, contest and
public relation initiatives. According to Merolla & Kam (2018, p.32), age, educational
qualification and gender of the people need to be considered by the senior managers of
Qantas Airways.

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The main purpose is to avoid negative publicity. It is needed for the management to
understand the amount of money required for posting anything on social media like Twitter
(Zavala et al. 2018, p.121). Before undertaking any public relation initiatives, it is required
for the respective airline service provider, it is very important for the senior management to
estimate the budget. It should be noted that business ethics should be followed by the senior
managers before using social networking sites like Twitter, contests or public relations
initiatives. It has been observed that all the rules and regulations should be followed by the
management of Qantas Airways. While using social media, the management of Qantas
Airways should not hurt the sentiments of people. It should not hurt the feelings of their
customers. They need to strictly adhere to their company policies. These are some of the
significant factors that should be considered by the management of Qantas Airways at the
time of using social media, or organizing any public events (Goetsch and Davis 2014).
Communication Plan
1.Timing 20 th December, 2018 should be used.
2.Audience The target audience are executives as well as
managers.
3. Sender Junior Assistant Manager will send it.
4.Key Message We are facing PR issues. We want to
improve our brand image and brand
reputation.
5.Desired Outcome Proper implication of communication is
required in order to improve its brand image.
A top-down approach should be undertaken

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for communicating the instructions given by
superiors to its employees. Regular
monitoring is required whenever something is
posted in social networking sites like Twitter.
6.Medium Meetings should be organized between
employees, top-level employees and
managers. Newsletters are the effective
communication channels.
7.Materials We should use human resources for preparing
the communication plan.
8.Frequency It should be sent atleast once in a week.
Conclusion
From the above discussion, it can be stated that in order to achieve the desired success in
aviation industry, it is essential for Qantas Airways to develop their public relations. However, it
has been noticed that social media is considered as a useful tool that can enhance its brand
identity as well as improve its brand value. It has been noticed that effective usage of social
networking sites like Facebook, Twitter, Pinterest will enhance the rate of trafficking in the
websites of this reputed airline service provider. It has been found that an attractive content can
attract the attention of the customers. Not only this, the effective usage of Search Engine
Optimization will increase the rate of trafficking to the official websites of Quantas Airways. It
has been noticed that, it is needed for the management to consider demographics of people
before using social media, or contests or public relations initiatives. In other words, age, gender

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and educational qualification should be considered by the senior managers working at this
company. It has been noticed that budget should be estimated by managers before organizing any
public events or using various social networking sites such as Facebook, Twitter etc. Ethics is
another important factor which should be considered by management of the respective airlines
service provider.

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References
Binder, J., 2016. Global project management: communication, collaboration and management
across borders. Abingdon: Routledge.
Coombs, W.T., 2015. The value of communication during a crisis: Insights from strategic
communication research. Business Horizons, 58(2), pp.141-148.
Goetsch, D.L. & Davis, S.B., 2014. Quality management for organizational excellence. Upper
Saddle River, NJ: pearson.
James, E.P. & Zoller, H.M., 2018. Resistance training:(Re) shaping extreme forms of workplace
health promotion. Management Communication Quarterly, 32(1), pp.60-89.
Khodaei, M., Jin, H. & Papadimitratos, P., 2018. SECMACE: Scalable and Robust Identity and
Credential Management Infrastructure in Vehicular Communication Systems. IEEE
Transactions on Intelligent Transportation Systems, 19(5), pp.1430-1444.
Luthans, F. & Doh, J.P., 2018. International management: Culture, strategy, and behavior.
USA: McGraw-Hill.
Men, L.R., 2014. Strategic internal communication: Transformational leadership, communication
channels, and employee satisfaction. Management Communication Quarterly, 28(2), pp.264-284.
Merolla, A.J. & Kam, J.A., 2018. Parental hope communication and parent-adolescent
constructive conflict management: A multilevel longitudinal analysis. Journal of Family
Communication, 18(1), pp.32-50.
Ocasio, W., Laamanen, T. & Vaara, E., 2018. Communication and attention dynamics: An
attention‐based view of strategic change. Strategic Management Journal, 39(1), pp.155-167.
Zagelmeyer, S., Sinkovics, R.R., Sinkovics, N. & Kusstatscher, V., 2018. Exploring the link
between management communication and emotions in mergers and acquisitions. Canadian

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Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration, 35(1),
pp.93-106.
Zavala, J.N., Ahrens, K., Evans, Y.N. & Richardson, L.P., 2018. Adolescent Obesity
Management: Understanding the Communication and Support Preferences of Underserved
Youth. Journal of Adolescent Health, 62(2), pp.S121-S122.
Zulch, B.G., 2014. Communication: The foundation of project management. Procedia
Technology, 16, pp.1000-1009.