Submitted by: Submitted by lfcmatt05
Views: 758
Words: 3059
Pages: 13
Category: Business and Industry
Date Submitted: 04/08/2012 08:09 AM
Executive Summary
British Airways is the largest International Airline in the UK with more than 400,000
employees and operates in over 75 countries.
The communications strategy for British Airways is complex and needs to address:
Internal Communications (Employees)
UK and Worldwide
Customer communications
Promotion and advertising
Crisis Management
International
Media Communications
Shareholders and investors
Government and regulator
Suppliers
A co-ordinated strategy is vital as if communications in one of these areas fail the others
will be affected.
British Airways objective is to put the customer first and provide excellent customer
service. To do this it is important to have motivated staff and deliver an excellent
service. This report looks at the Internal communications at British Airways as this has
been weak in the past. The communications to the customer is also analysed, reviewing
consistency and content of the message.
We have not analysed the shareholder or media communications in this report. Much
of the reputation of the company will be based on the above and therefore the report
focuses on these.
Following difficulties in recent years with staff unrest and strikes British Airways has
embarked on a comprehensive internal communications campaign including staff
magazine, intranet, video and posters. The advertising campaigns launched in October
2011 were dual purpose, aimed at customers but also the staff. The adverts promote
the good service and excellent staff training and include 13 members of staff within the
advertisements. This is a good example of integrated communications strategy aimed at
customers to promote good service and staff to instil pride.
A second major challenge for airlines is crisis management. British Airways need a
strong strategy for dealing with a crisis and although they appear to cope well when the
crisis is out of their control they need to respond better to problems created by...