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Tuesday, April 2, 2019

A Critical Appraisal Of Emirates Airlines Public Relations Marketing Essay

A Critical Appraisal Of Emirates Airlines Public relations Marketing evidenceVirtual open relations may be defined as the utilization of intelligence information or print media to publicize the positive pick up of our rolenership and its product and gains along with its art trading operations methodology it overly includes creating and break danceing legal relationships with local media fightatives, clients and society.HistoryEmirates Airlines commenced its dividing line operations in the year 1985, with the financial resources of $10 billion and machinery resources of 2 rented circularizecraft. The fundamental law of a follow was the response of Gulf Air towards its cut endure business operations. Its maiden flight commenced towards Karachi on 25th October 1985. Emirates Airlines created a odd record by earning maximum profit within 9 months of its business operations. New computer addresss imbibe been supplemented by Emirates which includes Bombay, Cairo, Co lombo, and Dhaka. After the end of two age it farmd its destination to Europe commencing with London. Apart from them enormous destinations have been added by Emirates in rapid progression. relegation and VisionEmirates Mission includes sustaining and maintaining the consistent ontogenesis of its business with a growth rate of 20% in the coming(prenominal) years.The Vision of Emirates is to create and sustain the market leadership which seems ahead of materialistic track.Brief Description of Emirates AirlinesEmirates Airlines is the part of the Emirates Group, a leading grouping of UAE having its spheric presence in worldwide markets with an impressive brand image in the field of travel and tourism and breeze. The hub of Emirates Airlines is situated at the Inter depicted object airdrome in Dubai and its group is possessed by the Government of Dubai. It is operated as the national air passages of Dubai and UAE. It has 2400 passenger flights per week providing services to the worldwide passenger to reach their destination. It is the binding nigh airlines of the Middle East, winning maximum awards for its augmented business operations and services.Figure Organizational Structure of Emirates AirlinesMedia transaction of Emirates AirlinesMedia relations aided a conduct to keep the Emirates Airlines in the worlds media headlines. During the last year, the partnership has invested to a big(p)er extent than US$ 187.7 million for over 40600 media articles which is equivalent to the value invested for the advertisements. With the help of such(prenominal) investment, the attach to approached a great client reach and media analysis shows that customer coverage gives an overpower and positive response. Emirates Airlines first A380 aircraft have grabbed the great media attention worldwidely level though the Emirates airline is not the first airline to lay out such aircraft.The renounce ceremony in Hamburg witnessed more than 800 journalists and ce lebrities. Through this ceremony, the media relations of the Emirates Airlines have received the global reach by dint of interviews with the higher authorities of the company and the key aviation writers who have experienced the product and services of such new and innovative aircraft. During the six month campaign of such launch and renouncement, the company has received more than 1000 media requests to erect the information and images of the impudently innovative product. Due to these so holdd media relations of the company, more than 1000 aviation and lifestyle writers have experienced the services of the newly launched product and stomach their positive feedback by awarding it as a next generation aviation technology and travel comforts through such media that which ultimately affect the global customer reach and helps to attract more and more potential customers.The opening of new Emirates terminal 3 at the Dubai International Airport was spread among the advisories and t ravelers through these strong media relations of the company. Media relations emphasized motley aspects of the new terminal in order to enhance the features to the customers which attracted a vast potential customer range towards the products and services of the company. In order to strengthen the Media Relations, the company organizes media tours, video recording and photography opportunities for diverse journalists in either six months. Besides the main news of the company, the global media relations also provides the media coverage to the launch of mingled some other destinations of the company in only over the global market which attracts the potential customers towards the v star best airlines of the world.Media relations also support various other differentiated products of the company such as luxury hotels through public relations strategy and they also provide media support for facilitating its portfolio to other hotels. The indispensable awareness team of the compan y has launched a new interactive group world which keeps watch over the internal campaigns through integrating all the channels of communication including media relations which provides strength to the company to enhance the customer reach.Community Relations of Emirates AirlinesCommunity relations include the social indebtedness of the company towards the s meetholders which affects the success of the company a lot. With the advent of liberalization of handicraft rights, the Emirates Airlines have developed a new department of public affairs and government engagements. The department of public affairs launches a campaign in order to help the company in lowering down the air passenger duty by the UK government. It had launched a new publication which shares the airline industry news and cerebrate outside(a) policy news. This feature is also added to the website of the company. Industry affairs are trying its level best to represent the Emirates airlines at the IATA agency and se rvices conference in relation to some(prenominal) the passengers and the cargo operations.The Company also has joined the Billing and Settlement Plans with 99 other countries. The industry affairs initiate the web sales through the industrial banks facilitated by the travel agents and thus adopt the IATA resolution changes. The environmental affairs launch various environmental policies which tend to receive the Emirates Airlines as the most Eco friendly airlines of the world. The ever largest single recycling program is the part of such projects which tends to collect thousands tones of paper, cardboard, plastic and aluminum from the various buildings misgivinged with the company.Consumer Relations of Emirates AirlinesConsumer relations are very essential for any company in order to satisfy them with the product and services through resolution of their problems and complaints and make them the loyal customer for the future course of time. For enhancing the consumer relations, Em irates Airlines have separate customer Affairs and helper Audit (CASA) centers at various locations of each destination which understand and re sack ups customer problems and complaints. Last year, CASA continued to be decentralized by opening a new office in Johannesburg, Osaka, Hong Kong, and Tehran which adds the strong net profit to the existing CASA centers at UK/Europe, America, Australia, New Zealand and India.The development of such network helped the company in handling the complaints of the customers as it has shown 50 percent proceeds in solving out such problems. This center helps the customers to be dealt with concern at the local level itself and their problems get solved more in effect than earlier. Due to this service improvement in handling problems, 66 % simplification in Baggage Claim Processing has been observed. The company is planning to develop the training and development plan for the CASA employees so as to improve their skills in handling the customer problems more efficiently and effectively. The K straightledge Portal go out support such plan in order to share the related data and information. CASA shows an empathetic, caring and personalized behavior towards solving the customer problems and complaints and providing ample support to the customers to satisfy their expected standards and quality to make them loyal customer for the products and services of the company.In order to sustain the growth, quality standards and reputation of the company, the Service Audit Team continuously controls and monitors the standards of products and services. The Mystery Shopper team of the company monitors and evaluates the office of the staff towards maintaining the expectations of the customers. Service Audit evaluates all the customer services regularly in order to deal with the customers more effectively. These services involve service delivery, airport services, skywards, and the call centers operated worldwide to solve the customer pr oblems.Discussionthough the public relations of Emirates Airlines impact a lot on the international media and the potential customers yet the company PR need to adopt various changes as per the requirement of competitive environment in order to take the full competitive advantage of the global international market. Though the company has the strong media relations which provide a great exposure to every event held in the company and the company also provides great opportunities of news and events to the media yet there are various changes which are yet to be implemented. These changes involve the use of social media for strengthening the media relations of the company. Now a day most of the companies are victimization social media such as Facebook, twitter, MySpace and various other social networking sites in order to have great exposure from the customers and the media.The resembling development is applied to the customer handling departments, to provide ease to the customers for communicating their problems and complaints, most of the companies are now taking help of social networking sites and the internet which is the quick and easy means of communication nowadays. The community relationships such as social events and other environmental initiatives are now being spread and run through the social networking sites by various companies. In this relation the Emirates Airlines are lacking as it is not using the easiest and the renowned means of public relations and communication. Though the company is developing various kiosks to handle the customer requests, problems and complaints, though it is taking various environmental and industry affairs initiatives, though it is providing various opportunities of media exposure, yet it needs to use the social networking sites as the strongest and prominent means of public relations in order to strengthen the organization efficiently and effectively.In relation to customer problem and complaints handling, the initiat ive of the company to run CASA ad providing training to the employees to solve the problems and complaints of customer effectively is really appreciable as compared to the other companies of the same industry. The media opportunities and other community development initiatives of the company are remarkable and appreciable in relation to fulfilling the corporate social responsibility.ConclusionPublic Relations play a very prominent role in maintaining good rapport with the customers, media and community. Public relation helps in spreading information regarding the company to the target group of customers. It serves as the most cost effective tools of publicity which helps with the publicity of the companys products and services. The information publicizes through public relation are relatively effective on a long term basis and on the large geographical areas in comparison to other promotional tools and techniques. Emirates Mission includes sustaining and maintaining the consistent growth of its business with a growth rate of 20% in the upcoming years.The Vision of Emirates is to create and sustain the market leadership which seems ahead of conservative track. The Public Relation of Emirates Airlines with the customers, media and community prove to be very helpful in the accomplishment of its aforementioned mission and batch and it is also the secret behind its success and market dominance in UAE. In relation to Public relations department, the company is doing well and most of its initiative is appreciable yet there are various changes and modify as per the competitive environment which are needed to be follow and applied in order to have pace with the changing business environment.

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