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Management Communication: Business Case Analysis

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Discuss about the Management Communication for Business Case Analysis.



The Qantas Airlines has faced a significant communication challenge after the airline corporation has decided to launch a PR campaign via Twitter. Under the hashtag #QantasLuxury, the organisers have urged the participants to share the luxury in-flight experience. During the critical condition of Qantas, the memo has been written to you advising how to deal with the current troublesome scenario. The PR campaign has turned into a worst case scenario as the customers have shared a series of negative comments throughout the social media campaign (Pride, 2017). On the basis of the evidence, the study will evaluate the issues to describe what has gone wrong during the social media PR campaign that has fuelled such as negative response from the target demographics. Other than the customers, the issues including engine failures of aircraft, better bargaining contact experience of the unions, and other negative aspects of the business have poured in heavily. Evidently, by creating a media campaign, the company can regain the lost glory in the target market. Meanwhile, the future actions, factors to be considered in future PR campaigns, and communication plan have been analysed for long-term business sustainability and public relations (Scott, & Jacka, 2011).

Identified Issues

During the launch of #QantasLuxury campaign, some of the management tactics have gone wrong, to say the least. First of all, operation miscommunication has become one of the greatest factors leading to such negative environment in the social media. For instance, as the negative comments have poured in during the contest, the management has made the mockery of the comments by termed the tweets as creative (Seijts, & Bigus, 2012). Lading to the event, more and more participants have come into the scene to share the negative externalities and experience of the airline services.

Secondly, the campaign has been misdirected by the organisers as the management has failed to understand the message of the audience in the social media. By misinterpreting the meaning of the comments of the target audience, the management has failed to justify their reputation. Meanwhile, significant communication should have been introduced to stop the grievances of the customers and other stakeholders (Aula, 2010). However, the mockery of the comments have created more negative attitude of the target audience.

Finally, lack of stakeholders’ engagement in the social media PR campaign has turned the positives into negatives. During the PR campaign of Qantas Airlines via Twitter, the senior executives should have defended the allegations made against the company. At the initiation stage of the controversial PR campaign, stakeholders’ participation has been instrumental for success of any campaign (Seijts, & Bigus, 2012). In this particular case, no substantial efforts have been made by the executive members to defend the activities.

Recommendations to Fix the Situation

By considering the above issues, Qantas can take necessary actions to improve its PR activities. Firstly, it is important for Qantas to answer the questions of the public in place of raising a question for the people. The first step to increase the satisfaction level of the customers is to know them well and observe what they feel about the company (Kalsnes, 2016). However, knowing the audiences is the key strategy to develop community relations and improve the reputation of the firm (Hutchison, 2009). Hence, it has been recommended to launch a PR campaign to answer the questions of the people that will help Qantas to know their customers and the facts that are disliked by the public. Secondly, Qantas must take social media campaign on a serious note and focus on active participation of the stakeholders. The employee engagement and proper answer to the queries of the customers will influence them to react positively. The active participation of the employees and narration of the success stories will help the company to seek success with the public campaign. Therefore, the management is recommended to focus on the employee engagement by developing a team using training programmes to conduct PR activities over the social media, which is quite important for the success of the PR campaign.

Factors to be Considered

In the case of using social media for any business promotion, the timing of the campaign is quite crucial for the success of the PR activity. The management must see that the PR campaign is launched with a narration of the success stories to develop a positive image among the target audiences (Sivek, 2010). During the time of negative externalities and adverse market scenario, high priced PR campaigns and online campaigns should be avoided. As a result of the status, the perfect timing to launch a PR campaign should be set based on environmental influence such as view of stakeholders and other aspects in business (Kalsnes, 2016). Alternatively, social media campaigns should be dealt by the professional social media managers. For instance, employees must be trained and hired for a particular online based PR campaign so that the comments, views and posts of the target audience can be handled with efficiency. In this way, the success of PR campaign can be achieved on a regular basis (Heller Baird, & Parasnis, 2011).


Communication Plan

The communication plan has been recommended to you to conduct the social media PR campaign in the underlying table:

Communication Plan


On the middle of the month (15th to 20th of the month)


Stakeholder: Customers, Employees, Government Agencies and Media Organisation


CEO and Marketing Department

4.Key Message

Qantas is always happy to serve the community. But, there are some chances of technical faults that will be dealt on a serious note in the future. Therefore, the theme must focus on asking apology from the customers and answer their questions to collect their feedbacks (Pride, 2017). Additionally, the new social media campaign must focus on storytelling and narrate the success stories of the firm to influence people to react in a positive manner.

5.Desired Outcome

Active participation of the employees as well as public and positive feedback in terms of customer satisfaction.


Social networking sites such as Twitter and Facebook. Along with that, press release over newspaper and television.


Positive response to the feedback of the customers and success stories of the company to influence people to give positive feedback (Pride, 2017).


Monthly or after every two months to know the progress of the company to mitigate the issues.

By considering the above discussion, the management of Qantas has lacked active participation of the stakeholders resulting in a tragic failure of the PR campaign. On the other hand, the miscommunication and misinterpretation of the comments have jointly become the primary issues for the social media campaign. Hence, the company needs to improve its communication plan and develop adequate strategy to avoid such incidents in the future. The management must focus on promptly answering the queries of the customers and narrate success stories to influence the public to respond in a positive manner. Furthermore, the active participation of the stakeholders is required to seek success with the future social media campaign. Conclusively, the above plan can be effectively used to mitigate the current issue and conduct PR activities over the social media in the upcoming future. Hence, it is an honour to recommend the selected plan to you for managing the issues successfully.



Aula, P. (2010). Social media, reputation risk and ambient publicity management. Strategy & Leadership, 38(6), 43-49.

Heller Baird, C., & Parasnis, G. (2011). From social media to social customer relationship management. Strategy & Leadership, 39(5), 30-37.

Hutchison, C. (2009). Social support: factors to consider when designing studies that measure social support. Journal Of Advanced Nursing, 29(6), 1520-1526.

Kalsnes, B. (2016). The Social Media Paradox Explained: Comparing Political Parties’ Facebook Strategy Versus Practice. Social Media + Society, 2(2).

Pride, W. (2017). Foundations of business (1st ed.). New york: Cengage learning.

Scott, P., & Jacka, J. (2011). Auditing social media (1st ed.). Hoboken, N.J.: Wiley.

Seijts, J., & Bigus, P. (2012). Qantas Airlines: Twitter Nosedive, 1-6.

Sivek, S. (2010). Social Media Under Social Control. Electronic News, 4(3), 146-164. 


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