¶ … PR proposal for revitalizing the public image of United Airlines. It has 9 sources.
The airline industry has always been susceptible to terrorist events such as hijacks. Depending upon the magnitude of the terrorist act, the airlines functioning in the industry are pointed fingers at for having an infrastructure allowing a breach in security. A relatively small event of an airline being hijacked may only target the particular airline for blame. However, a terrorist event with magnitude as great as September 11, the whole airline industry functioning is targeted for blame. Therefore it is the responsibility of the airlines functioning in the country to coordinate efforts, resources and programs in order to implement a greater level of security of passengers. Provisions to eliminate the probability of terrorist activities must be made by each airline in the industry.
The aforementioned are the tangible provisions airlines must introduce to counter the tangible harms from the terrorist attacks. However an intangible harm those airlines incur due to such attacks is the damaged public image. If uncontrolled, the damaged public image holds the capacity to rage disaster for the particular airline. Therefore it is of foremost importance for airline to invest in their public relations in order for sustainability of the airline within the industry.
This paper is a Public Relations (PR) proposal to an airline that has a damaged public image. An airline is selected and the events are identified which have created the circumstance which led to the problematic public image within the industry. Further, based on the theoretical framework, the proposal conducts an a) research (to defining public image, outlining objectives of research, expected outcomes of the research, research methodology, the questions asked in research). The b) objectives of the PR program are discussed in detail, along with the c) strategy adopted to achieve the objectives. The proposal also discusses the d) implementation of the PR program. Finally, the proposal spotlights how the e) evaluation of the programs will be conducted.
About United Airlines
United Airlines is one of the biggest airlines in the industry. The airline caters to a broad category of consumers within and outside the United States. United Airlines is one of the participants of the Star Alliance and other alliances across the globe. This has allowed the airline to expand the range of destinations in the network of the airlines. The airline provides its consumers with a reach of over five-hundred destination across six continents around the globe. For consumer convenience, the airline has put booking and information services online on its web site: (http://www.united.com/).
United Airline and Public Relations
The company has over 70 years of community service experience. This has been significant in defining the public image of the company for over the years. However, the company has had more than its share of adversities affecting the public image of the airline. In 2000, United Airline developed public relation problems. The report by Amy Bryer and Cathy Proctor (2000) identifies these problems including bad customer services delivered by the company on the cancellation of 2,000 flights due in September 2000. Many critics argued that the company would never be able to shed off the shattered public image.
The then-existing situation already damaged the public image of the company when a bigger hit to the public image was lurking around the following year. The terrorist attacks on September 11, 2001 involved two planes from the fleet of the airline. Both the planes were hijacked; one was led to crash into the World Trade Center while the other was forcibly "crashed into the ground outside Pittsburgh, Pennsylvania" [Massey 2003]. As two of the four planes involved in the September 11 event came from United Airline, the airline public image stooped to a great extent.
Following the September 11 incident, many other mishaps triggered for United Airlines. The airline had to cut down a significant number of employees and stop function of many flights for safety purposes. The public had lost confidence in the airline industry generally, and particularly in United Airlines as the terrorists had managed to exploit the breach in security of the airline. The distrust of consumers in the American airline had cut down the reliance of consumers on the airline as ticket sales dropped.
Besides the shattering relationship with employees (due to downsizing) and also with consumers due to the terrorist events, United Airlines suffered another blow in its public image with the announcement of bankruptcy of the airline. It is important to observe here that due to events in the past, the airline does not enjoy a good reputation with any of the entities it interacts with, i.e. consumers, employees or even the stakeholders.
Concisely, United Airlines has been facing many problems with its public image. There is urgency for the airline to rectify its...
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