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Organisational Structure For Assessment

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Discuss about the Organisational Structure for Assessment.


Purpose/prompt: The aim of this memo is to conduct what went wrong for Qantas airlines and what are the initiatives which should be taken by Qantas to cover lost grounds and bring back the trust that the public have on it.

Thesis: The flight with 747 passengers on board towards Sydney when and explosion took place in the aircraft engine thus the pilots were forced to land the plane in San Francisco. After this there were two more incidents which took place in Singapore thus the reputation of the airlines was at stake.

Preview: Through the successive years of growth, Qantas Airlines had to go through many problems in this particular years. The Qantas of four engine had left from Sam    Francisco International airports Boeing about 747 passengers. The plane was on its way towards Sydney as when the explosion occurred in the four engine. The pilots started to dump fuel in the Pacific Ocean and measure a safe successful landing back to San Francisco. It was the first time for Qantas Airlines to face the problem ("Qantas Airways Limited 2011 Strategy Day", 2011).  Qantas Airbus A380 return back to Singapore after taking a short take-off as when the explosion cause in the engine of the aircraft on November 9, 2010. Again on the day of November 5, the plane makes a way back to Singapore Boeing 747 passengers due to the fault of an engine. These are some of the cause of Qantas Airways for which the reputation and early revenue is coming low. So, there are some of the ways that the management need to be focused on getting back its reputation.

1.Three key issues identified in the case (what went wrong?)

During the mishap an oil pipe of the engine got fractured which lead to fire in the engine. After that the turbine engine disintegrated. Later on it was found that the dispute in the engine which was manufactured by Rolls Royce was the main cause of failure.

2.Future actions Qantas can take

Few things which Qantas can do to upgrade its technology are usage if cloud for storage of cockpit data, reassessing and reprograming the black box for safety and better flight safety check of every engine before going for the actual run.

3.Factors to consider when using social media

Prioritizing the goals is of utmost importance while using social media. Without clear goals the social media plan is useless and also aimless (“Six important factors to consider for a social media strategy”, 2017).

  • Chalking out the target audience is also important, if the target audience is not known then the channels could not be chosen properly and thus the whole thing would be aimless (“Three vital factors to consider when creating a social network ecosystem”, 2014).

4.Communication Plan Template



Qantas Airlines should take the time of any festival or any other occasion by giving the process of advertisement and offer that the target audience can be targeted by getting opportunities to go through a plane. The audience mainly looks over the advertisement which is given by the organization on any occasion. Therefore that gives a good revenue.


Through the planning of communications, a message is delivered to the targeted audience which gives great results to have a great outcome to the management of Qantas Airlines to solve the problem or issues. These processes are taken to get the target audience or passengers directly or by whom the passengers can be influenced.  Force media to give a report to the newspaper of the issue and programs. Interest should be vested to OST programs ("Creating a Stakeholder Communications Plan", 2017). Delivers messages through community forums, organized events, and media opportunities. Make direct mail pieces which can be delivered to the target audience. Use other local business to deliver messages to the community.



The plan is been taken by Public Relation Officer or Chief Executive officer of the management community to get a communication with the target audience by giving a proper advertisement about Qantas Airlines. The public relation office or Chief Executive officer plan many things like fare discounts, luxury status and other many more liable ideas for the passengers to gets a proper revenue and good status of its organization ("The case for PR at Qantas", 2011).

4.Key Message

If the management of Qantas Airlines once has decided to list the target audience then there need of some key messages to develop some unique issue and concerns. The process of key message is done to give relevant communication to the target audience that they can understand the point of view. It is to be important that the management community groups should receive the superseding key message that has set in by the audience (Buhalis, 2003). To get support and also to achieve the business goal the key message is important by the management of Qantas Airlines to get a proper communication with the audience.

5.Desired Outcome

Through this process of targeting audience and key message, there is some desire that the management is expecting from the audience. The Qantas Airline's management had taken all types of measurement to get back their reputation. The offer that has given by management on Qantas Twitter page that the first 50 passengers who will win the competition will gain first class seats and amenity luxury kit of Qantas. This is the process that can target the audience and can have a good desired outcomes through its reputation as well as in revenue.


Twitter is one of the social networking in high business management. The high revenue people use twitter on every account. Qantas Airlines should take a strategy by distributing its business process like real time updates, reinforce core brand message and respond properly to the passenger's compliments, comments, and comments. Besides Twitter, social networking sites like Wats App and Facebook is other two source of the medium that can be used by Qantas Airlines to distribute their business offer and activities that the passenger can follow or see it and can compare it with other airlines ("QANTAS AIRWAYS LIMITED 2011 STRATEGY DAY", 2011). The Qantas Airlines should also use other social networking sites to go through the business and again to gain its reputation.


The make good relation media program, Qantas Airlines management need to develop the materials these above materials. By using the upper materials it is easy to determine that which materials are best for getting those goals by making the most of the company resources. The materials that need to be used by the management of Qantas Airlines are Press Kits: The press kit must be prepared in a way that is stress-free for the news media to use. Press release: A press release should tell the story or news about the organization are trying to deliver ("QANTAS: NOT JUST ANOTHER AIRLINE", 2011). Op-ed articles: Op-ed articles deliver individuals with a chance to remark on subjects that disturb the target audience. Byline articles: it is retained by a projecting person who has reliability in their field.  Letter to the editor: permitting individuals the chance to remark on recent news stories or local creativities. Newsletters:  interconnect with your audience on a steady basis.  Public Service announcement is free airplay that television and radio stations give to non-profit making organizations. Background rally: background videos, may help in receiving the organization news on television.


The advertisement or offer that will be provided by Qantas Airlines management through the networking sites or practically will be frequent so that the audience can get it into their mind. If the process will be frequent than it is best for the audience to catch so they can use the offer and luxury place in the airlines of Qantas.


No organization like Qantas can say strongly that their aircraft will not go any problem while traveling. Through this study, it has seen that the Qantas has faced many problems which have locked down their reputation. So, to get back up their position the following process that which have mentioned above are assured to gain back the reputation of Qantas Airlines and will earn more revenue.

Reiterate thesis/blueprint

The aim of the memo was to create a communication plan for Qantas Airlines to re-communicate with its customers so as to re phrase the image of the airlines which got ruined due to the mishaps.

Polite Closure

We would hope that Qantas could be able to regain its old image and be on the top list of being the safest airline in the world.



Buhalis, D. (2003). Strategic and tactical use of ICTs in the airline industry. Eairlines. Retrieved from

Creating a Stakeholder Communications Plan.(2017).SPARC. Retrieved from

Qantas Airways Limited 2011 Strategy Day", 2011). Qantas. Retrieved from

QANTAS: NOT JUST ANOTHER AIRLINE. (2011). Transport Workers Union Of Australia (TWU). Retrieved from

Six important factors to consider for a social media strategy. (2017). Abacus. Retrieved from

The case for PR at Qantas. (2011). BBS Communication Group. Retrieved from

Three vital factors to consider when creating a social network ecosystem. (2014). Baagworks. Retrieved from


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