The case focuses on QANTAS, and the role of Olivia Wirth (executive of Government and Corporate Affairs)
Question:
The case focuses on QANTAS, and the role of Olivia Wirth (executive of Government and Corporate Affairs) who has to respond to the company's failed and publicly scrutinised social media contest through Twitter. Consideration needs to be taken of the series of events leading up to this issue which have compounded over the year to negatively affect the public's perception of Qantas. These also include a series of aircraft engine troubles, controversial photographs, bitter contract negotiations with its unions, the stranding of thousands of customers after grounding the entire fleet, and the viral YouTube video.
- Discuss the relevant factors that an organisation should consider when using social media, such as Twitter for public relations initiatives.
- What would be a proper course of action for Olivia Wirth (executive of Government and Corporate Affairs) to recommend to the management of QANTAS
1 Timing • When should the plan be implemented?
2 Audience • Who should receive it?
3 Sender • Who will send it?
4 Key Message • What are the main points and themes?
5 Desired Outcome • What desired behaviours should be achieved after the plan's implementation?
6 Medium • What communication channels will be used?
7 Materials • What should we leave behind?
8 Frequency • How often should we send the message(s)?
- . Explain what Qantas can do in the future to build a positive public perception of its brand.
Organizational Behaviour Concepts Controversies Applications
ISBN: 978-0132310314
6th Canadian Edition
Authors: Nancy Langton, Stephen P. Robbins, Timothy A. Judge, Katherine Breward