Qantas: Strategies for Building Positive Public Perception Report

This report provides a detailed analysis of Qantas's brand perception and communication strategies. It begins with an introduction outlining the importance of communication management within an organization, particularly for a large airline like Qantas. The main body of the report addresses key areas such as future actions Qantas can take to build a positive public perception, highlighting the significance of social media presence, website appearance, and corporate culture. It also discusses three crucial factors for organizations to consider when using social media, including evaluating the social media audience, developing a clear strategy, and understanding the value of customer engagement. Additionally, the report presents a communication plan template tailored for Qantas, emphasizing timing, audience, sender, key message, desired outcome, medium, material, and frequency. The conclusion summarizes the findings, emphasizing the importance of effective communication management for enhancing brand perception and mitigating issues. The report references various academic sources and online resources to support its analysis and recommendations. The report is contributed by a student to be published on the website Desklib. Desklib is a platform which provides all the necessary AI based study tools for students.

Management Communication

Table of Contents
INTRODUCTION...........................................................................................................................1
MAIN BODY ..................................................................................................................................1
1. Future actions can Qantas take to build a positive public perception of the
brand...........................................................................................................................................1
2. Three important factors for an organisation to consider when using social
media..........................................................................................................................................2
3. Communication Plan Template...............................................................................................3
CONCLUSION................................................................................................................................3
REFERENCES................................................................................................................................1

INTRODUCTION
Management of communication is paramount within an organisation assisting in
information dissemination and direct communication technology optimisation. Communication
management can be referred as the systematic planning, executing, controlling and revising of
entire communication channels within a firm, and between different companies. Main purpose of
this report is Qantas, one of the popular Australian Airline company which is one of the largest
international flight, international destination and fleet size organisation (Kupritz and Cowell,
2011). The organisation has more than 35, 700 people operating approximate 254 aircraft leading
overall $13.8billion revenues within the company. This report will evaluate the method through
which one can analyse information effectively.
MAIN BODY
1. Future actions can Qantas take to build a positive public perception of the brand
To: Board of Director
From: Olivia Wirth
Date: 08.05.18
Subject: Future actions can Qantas take to build a positive public perception of the brand
Brand perception undertakes huge vault beyond PR influence and media relations. These
activities and actions assist in shaping positive outcomes in market from acceptance of products
and receptivity of investor to government action and public interest. Organisation need to
develop compelling level and creative strategies of communication which allows a brand to
develop and overcome from crisis (Macnamara and Zerfass, 2012).
The 2011's social media disaster carries out several demerits to Qantas and company
was forced to apologise for functioning their operations any further. The Twitter challenge of
Qantas become more challenging for company itself as organisation were enable to track and
monitor the practices going in social media. Here are mentioned some of the action, which
Qantas can undertake for building their brand recognition: Active Presence of Social Media: Each organisation in modern era require presence at
social media. Through managing their availability at social and new media such as
LinkedIn, Facebook, Twitter, Instagram etc. organisation can keep update their
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consumer. Website Appearance: Through certain enterprise domain and managing updates,
Qantas can develop their brand image.
 Corporate Culture: Through altering corporate culture more digitalised and positive
along with social media channel administration (Welch, 2011).
These are the described ways by which Qantas can improve their recognition and create
a brand image among market.
2. Three important factors for an organisation to consider when using social media
To: Board of Director
From: Olivia Wirth
Date: 08.05.18
Subject: Three important factors for an organisation to consider
Qantas should to continue the social media context after the dramatic blunder on social media
is more complex and can lead to more issues and problems for the organisation (Grunig, J.
2013). But as staying away from social media is not also effective as it can deprive consumer
from communication of organisation. Hence, this is essential to stay update and use more
effectively the tools and means of social media such as Facebook, Twitter before making any
certain contest and PR initiatives. Here are suggested some of the indispensable elements which
should be considered before developing any practices by Qantas Airlines which are mentioned
under: Evaluate Social Media Audience: This is one of the essential and paramount factors
which can help in analysing the demands and interest of consumer along with assist in
achieving determined outcome. This can also assist in reducing and avoiding issues like
Qantas Airlines leading to building of brand recognition within the company. Strategy: As social media is more interactive and uncontrollable medium of
communication, this is essential to understand the audience perspective ad prepare an
proper and effective strategy for context and PR initiative to execute it within the
working environment (The 10 Factors That Will Make Your Social Media Marketing
Campaign Profitable, 2017). Organisation should have a properly documented strategy
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along with certain mission, targets and goals in over time to grow and develop within
the working organisation.
 Value: The platform of social media is popular for exchanging the values with consumer
and potential customer which can assist the entire company in managing their practices.
This is fundamental for organisation to understand the value of customer and enterprise
within market and accordingly manage the practices of context and PR initiative within
the marketplace.
These three elements can be considered by Qantas to meet the determined goals and
achieve the targetted outcome while opting social media as the communication channels for PR
initiative and contests (Bartlett and Devin, 2011). This can assist Qantas to create a proper
brand recognition within the competitive marketplace and update audience within the
competitive marketplace. This is also needed to evaluate the practices of social media and their
responses of consumer within a certain period of time in order to track and manage it according
to the organisation requirements (Grunig ed., 2013).
3. Communication Plan Template
To: Board of Director
From: Olivia Wirth
Date: 08.05.18
Subject: Communication Plan
To be more effective, the here are mentioned proper communication plan accommodate from
the communication template that Olivia Wirth is recommended for the proper management of
Qantas. Wirth should suggest coordinating fleet technical control immediately. Hence, they
have a developed a proper actions by Olivia Wirth to lead the passenger toward more efficient
ad comfortable feeling. Here are discussed this in brief:
Timing From the beginning from such data and information that should be
released each and every quarter. Olivia should focus over the factor
timing for managing their work more actively.
Audience Entire individuals who are satisfied with the existing services of
organisation, Qantas should aim over them reaching through the
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assistance of social media.
Sender Olivia Wirth will be sending the message and taking the action for
overcoming.
Key Message Safety should be company's priority that Olivia should offer.
Desired Outcome Emerging credibility among consumer to make them feel that
organisation is taking improvement actions (Jin, Liu and Austin, 2014).
Medium Through the help of social media channels like Facebook, Twitter,
website etc.
Material Qantas should influence consumer with their action and services.
Frequency Initially more intense and then each quarter.
CONCLUSION
It can affirm by analysing case that there are communication management is paramount
which should be managed effectively for reducing the issues and enhancing influence among
consumer. Qantas Airlines can improve their service quality through assessing negative
consumer concerns and response. Through using effective social media channels, effective
management and PR failure can be done. The net outcome is long term advantage and emphasise
bottom line. Also, through main communication, Qantas can meet the efficient communication
level through opting major steps of communication template. Hence, overall by managing
practices and creating more activities, organisation can achieve outcome in market.
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REFERENCES
Books and journals
Bartlett, J. L. and Devin, B., 2011. Management, communication, and corporate social
responsibility (pp. 45-66). Wiley‐Blackwell.
Grunig, J. E. ed., 2013. Excellence in public relations and communication management.
Routledge.
Grunig, J. E., 2013. Excellence in public relations and communication management. Routledge.
Jin, Y., Liu, B. F. and Austin, L. L., 2014. Examining the role of social media in effective crisis
management: The effects of crisis origin, information form, and source on publics’
crisis responses. Communication research. 41(1). pp.74-94.
Kupritz, V. W. and Cowell, E., 2011. Productive management communication: Online and face-
to-face. The Journal of Business Communication (1973). 48(1). pp.54-82.
Macnamara, J. and Zerfass, A., 2012. Social media communication in organizations: The
challenges of balancing openness, strategy, and management. International Journal of
Strategic Communication. 6(4). pp.287-308.
Welch, M., 2011. The evolution of the employee engagement concept: communication
implications. Corporate Communications: An International Journal. 16(4). pp.328-346.
Online
The 10 Factors That Will Make Your Social Media Marketing Campaign Profitable. 2017.
[Online]. Available
through:<https://www.forbes.com/sites/jaysondemers/2017/10/05/the-10-factors-that-
will-make-your-social-media-marketing-campaign-profitable/#251f41f46697>.