Commuinicaton Strategy

British airways

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Contents

1. 2. 3. 4. Summary ......................................................................................................................................... 3 Introduction .................................................................................................................................... 4 Corporate Communication Strategy ............................................................................................... 5 External Communication................................................................................................................. 7

5. Internal Communication ..................................................................................................................... 8 6. 7. 8. Corporate Image, Identity and Reputation ..................................................................................... 9 Conclusion ..................................................................................................................................... 11 Bibliography .................................................................................................................................. 12

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1. Summary

Any organisation that fails to realise the need and importance of communication (corporate communication) is certain to fail in this highly competitive corporate world. An organisation needs to define their corporate image as a means to improving corporate performance, and this is done by corporate communication (Van Riel, 1992). Different corporations use different corporate communication strategies to communicate with their concerned parties like their shareholders, media, customers and other concerned institutions. British Airways’ corporate communication strategy is analysed in this paper. British Airways corporate communication model is applied to a theoretical communication model and this shows how British Airways evidently distinguishes between external...