Qantas Airlines Case Study

Qantas Airlines Case Study

Olivia Wirth, executive of Government and Corporate Affairs at Qantas Airlines, was faced huge image issues. At the beginning she should point people responsible for negligence. All of those people should be fired and replaced by new specialists. New PR responsibilities should be chosen during the contest. The action should be announced immediately but it shouldn’t be very audible among public.

In our opinion the conference should be organized in order to apologize for all of the embarrassing situations that took place during last year. It should be stated that Qantas Airlines are about to change their strategy in their main goal is to concentrate on convenience of the customers.

New specialists responsible for communication with people would be good idea, their main task at the beginning should be Social Medias especially Tweeter and Facebook in order to control all of the information that shows up there and to avoid situations of their predecessors such as unsuccessful and meaningless comments under customers attacks.

The tweeter contest should be ended as soon as possible; winners should be chosen and offered new awards as a first step in changing the strategy. We propose that plane ticket to Sydney for first place award would be a good idea.

1. Timing

Starting from now: the sooner, the better.

2. Audience

Every client or potential client having access to social media.

3. Key message

"Fresh start"

4. Desire outcome

People need to forget the past. Qantas needs to build a better public image, and what's most important, build a better relationship with clients.

5. Frequency

Every day on different social media platforms

As the airline company they need to pay more attention to the state of repairs of the airplanes they owe. In fact all airlines companies are responsible for human life and peoples’ safety. All of the problems with airplanes caused by not working engines could lead to tragedy. Qantas Airlines were very lucky that every emergency landing in 2010 has ended successfully and that no one died. This cannot happen again, they should renovate and check state of the machines more often in order to avoid this kind of situation. If next time not everything will go that good many people might die and Qantas Airlines will go bankrupt.

The company should guarantee the efficiency of theirs aircrafts. Besides fixing the technical issues, we think that inviting specialists to conferences broadcasted to social media such as YouTube or vimeo, to prove the efficiency might help regained trust among customers.

1. Timing

Fix technical problems NOW, organize conference when everything is fixed.

2. Audience

Qantas

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