MNG81001 Southern Cross University: Qantas Communication Case Study

This case study provides an analysis of Qantas Airways' management communication strategies, with a focus on the use of social media for enhancing brand image and public relations. It highlights the importance of factors such as demographics, ethics, and budget when utilizing social media platforms like Facebook and Twitter. The study suggests that Qantas should leverage search engine optimization (SEO) and create unique, attractive content to improve website traffic and build a positive brand perception. A communication plan is proposed, emphasizing timing, audience, key messages, and desired outcomes to effectively address public relations issues and improve brand reputation. Ultimately, the case study underscores the need for Qantas to strategically manage its communication efforts to achieve success in the competitive aviation industry. Desklib offers a range of solved assignments and past papers to aid students in their studies.

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SOUTHERN CROSS UNIVERSITY
Declaration:
I have read and understand the Rules Relating to Awards (
Rule 3 Section 18 – Academic Misconduct Including Plagiarism) as contained in
the SCU Policy Library. I understand the penalties that apply for plagiarism and
agree to be bound by these rules. The work I am submitting electronically is
entirely my own work.
Bus

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To: Marketing Department Qantas
From: Digital Agency
Date: May 10, 2018
Subject: Analysis and Recommendation for the company
This is a brief outline of Qantas Airline and usage of Social Media Marketing analysis and report of
the company. This is outline the drawback and proposed a solution to the company.
Communication plays a vital role in improving the relationship with clients and managers in 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 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 study.
Discussion
There are certain ways which can be used by Qantas Airways to build a positive brand
perception. In accordance with the opinion of Zagelmeyer et al. (2018), 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. 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.). In order to build a
positive perception in the minds of its users and buyers, it is essential for the respective airline's
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. 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.
In accordance with the opinion of Zavala et al. (2018), it will be beneficial for the
company if it uses keywords like ‘Qantas Airways’, ‘flight’ etc. In accordance with the opinion of
Ocasio and group (2018.), social media marketing is a useful tool that enables the organization to
develop its brand image and reputation i9n the minds of its consumers. Khodaei and group
(2018) commented that effective use 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 and Kam 2018.).
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 and 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

Management Communication
Ocasio Laamanen and Vaara (2018), management of this airline service provider needs to
consider the demographics while using social media, contest and public relation initiatives.
According to Merolla and Kam (2018), Age, educational qualification and gender of the people
need to be considered by the senior managers of Qantas Airways.
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.
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 be aware
the sensitive topics, contents and 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 20th December 2018 should be used.
2.Audience The target audience is 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 The proper implication of communication is
required to improve its brand image. A top-
down approach should be taken for
communicating the instructions given by
superiors to its employees. Regular monitoring
is required whenever something is posted on
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 at least 3 times in a week

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Conclusion
From the above discussion, it can be stated that to achieve the desired success in the 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. The effective use of social networking sites like Facebook, Twitter, Pinterest will
enhance the rate of trafficking in the websites of this reputed airline service provider. 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 Qantas Airways. The
management will be able to consider demographics of people before using social media, or contests or
public relations initiatives. In other words, age, gender 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 airline's service provider.

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References
Goetsch, D.L. and Davis, S.B., 2014. Quality management for organizational excellence.
Upper Saddle River, NJ: pearson.
James, E.P. and 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. and 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. and Doh, J.P., 2018. International management: Culture, strategy, and behavior.
USA: McGraw-Hill.
Merolla, A.J. and 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. and 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. and Kusstatscher, V., 2018. Exploring the link
between management communication and emotions in mergers and acquisitions. Canadian
Journal of Administrative Sciences/Revue Canadienne des Sciences de l'Administration,
35(1), pp.93-106.
Zavala, J.N., Ahrens, K., Evans, Y.N. and 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.

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