25. global public relations... presentation (qantas)

… 29 July 2014 …

PUBLIC RELATIONS DEPARTMENT…crisis-situation analysis presentation

Prepared byAngela p. genders

For Qantas InternationalDubai to London Flight-Path over Iraqi-AirspaceBritish Media Coverage & Reaction

Table of Contents

DetailsThe CEO of the organisation you wrote the communication plan for in Assessment 2A wasdelighted with your analysis and ideas. She has asked you to ‘pitch’ your plan to themanagement team of one of your overseas offices. Choose a country relevant to your originalplan (a country which is not the country in which your organisation’s head office is based).

Develop a Prezi presentation, which includes a voice over by you, to persuade the overseasmanagement team that it should endorse/support your plan in its (overseas) location. Onviewing your presentation, the overseas management team should have confidence that youunderstand their local environment and their publics and that you have tailored acommunications strategy to suit.

Part 1: Video Presentation Link … page 1- Time – 0:03:57:26

Part 2: Video Presentation Script … page 2

Part 3: Qantas Storyboard … page 4

Referencing & Bibliography … page 11- Website bibliography- Image bibliography

Assessment 4Global Public Relations Presentation

Swinburne UniversityBch Business (Public Relations)

[PUB20001] Global Public Relations

Angela p. gendersStudent ID: 7588690

eLA: Susannah OddiDate: 15 September 2014

… Qantas International …

Part 1…

Video Presentation:

Global Public Relations Presentation – Qantas InternationalTime – 0:03:57:26Video Presentation Link… http://youtu.be/F4yiS6W96yQ






… Page 1 …

http://youtu.be/F4yiS6W96yQ

Part 2…

Video Presentation Script:

Situation Analysis

Good morning, and welcome to the Qantas International Public Relations Departmentanalysis of the current situation-crisis addressing international flight-paths.Specifically the route between London and Dubai.

Public-tension towards flight-safety has increased recently due to Aviation lossessuffered by Malaysian Airlines. Reaching its height with the recent downing of FlightMH17 by pro-Russian separatists above occupied Ukraine.

British citizens have thus greatly expressed their growing concern for the flight-routebetween London and Dubai, which flies over that of Iraq, and specifically the ISIL-Stronghold Mosul, in which extreme-terrorists have access to the same surface-to-airmissiles which brought down Flight MH17.

Subsequently – British ticket sales are suffering, share-prices are declining,stakeholders are voicing their concern, and our reputation is being tarnished in themedia – this flight-path must be rerouted now!

Description of Key Publics/Communication Tactics & Channels (& Why)

Our key publics for this current crisis are those of the British citizen and culture.Therefore our communications tactics and messages must be developed to adhere tothis demographic.

The British are almost Asian in their use of diplomatic language, strongly placingdiplomacy before directness. They have a primarily middle-class social-structure,deeply entrenched in tradition.

And as the highest users of traditional-media sources in the industrialised-world, ourcommunication channels to reach maximum stakeholders need to be those of theprimary national British newspapers such as The Sun and The Times and Press-Releases also distributed to the BBC – holding monopoly on both radio and televisionbroadcasting, being deeply entrenched in the British-psyche.

These tactics and channels, communicated specifically with cultural-considerations ofcontent. Will allow the overarching message to reach maximum Qantas travellers andby extension the Global-Market through international-affiliates seeking relevant-content to fill their convergent-media channels.

Communication Goals & Objectives/Outcomes Evaluation

The Communication Goals and Objectives to which we must convey to our key-publics are…






… Page 2 …

First – as of immediately, Qantas will be rerouting the London to Dubai Flight-patharound Iraq.

Second – Qantas is still the Number 1 Safest-Airline in the World.

The outcome of the campaign can be measured and evaluated through the Social-Media Department, monitoring online reaction.

Reputation-management and success-percentiles can be measured through therecording and evaluating of “comments” and “likes” within the Media Fifth-Estate.

Conclusion:

Therefore, as a consequence of recent aviation-disasters, the global-community hasnow become increasingly nervous of international air-travel.

In order to allay these current fears, whether justified or not, is to completely avoid allairspace to which will bring scrutiny to bear upon the Company completely.

Delivering these outcomes to the general publics of Great Britain within their ownedifying languages and national press-mediums, ensures that the Qantas message ofsafety for our passengers is clear

Thank you






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… Page 4 …

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Transitions: Page Curl, Up Right

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Transitions: Bars, Vertical


Transitions: Shatter, Up Right


Narration:

0:03:57:26–By Angela p. genders(…for Qantas Australia)

Good morning, and welcome to the QantasInternational Public Relations Department

analysis of the current situation-crisisaddressing international flight-paths.

Specifically the route between London andDubai.

Public-tension towards flight-safety hasincreased recently due to Aviation losses

suffered by Malaysian Airlines. Reachingits height with the recent downing of Flight

MH17 by pro-Russian separatists aboveoccupied Ukraine.

Effects: Ease In






… Page 5 …

British citizens have thus greatly expressedtheir growing concern for the flight-route

between London and Dubai, which fliesover that of Iraq, and specifically the ISIL-

Stronghold Mosul, in which extreme-terrorists have access to the same surface-to-air missiles which brought down Flight

MH17.

Subsequently – British ticket sales aresuffering, share-prices are declining,

stakeholders are voicing their concern, andour reputation is being tarnished in the

media – this flight-path must be reroutednow!

0:00:05:25

0:00:07:49

0:00:06:41

0:00:11:41

0:00:03:00

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Transitions: Wipe, Wide Right













… Page 6 …

Our key publics for this current crisis arethose of the British citizen and culture.

Therefore our communications tactics andmessages must be developed to adhere to

this demographic.

The British are almost Asian in their use ofdiplomatic language, strongly placing

diplomacy before directness. They have aprimarily middle-class social-structure,

deeply entrenched in tradition.

And as the highest users of traditional-media sources in the industrialised-world,

our communication channels to reachmaximum stakeholders need to be those of

the primary national British newspaperssuch as…

0:00:06:00

0:00:06:23

0:00:03:93

0:00:05:00

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Transitions: Fan, Out

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Transitions: Dissolve




Transitions: Fade

Effects: Ease In

Effects: Ease In

Effects: Ease In

Effects: Film, Old Age


Effects: Ease In






… Page 7 …

…The Sun and The Times and Press-Releases also distributed to the BBC –

holding monopoly on both radio andtelevision broadcasting, being deeply

entrenched in the British-psyche.

These tactics and channels, communicatedspecifically with cultural-considerations of

content. Will allow the overarching messageto reach maximum Qantas travellers and by

extension the Global-Market throughinternational-affiliates seeking relevant-

content to fill their convergent-mediachannels.

0:00:05:08

0:00:06:00

0:00:03:35

0:00:03:33

0:00:06:01

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Transitions: Fade













… Page 8 …

The Communication Goals and Objectivesto which we must convey to our key-publics

are…

First – as of immediately, Qantas will bererouting the London to Dubai Flight-path

around Iraq.

Second – Qantas is still the Number 1Safest-Airline in the World.

The outcome of the campaign can bemeasured and evaluated through the Social-

Media Department, monitoring onlinereaction.

Reputation-management and success-percentiles can be measured through therecording and evaluating of “comments”

and “likes” within the Media Fifth-Estate.

0:00:06:01

0:00:05:00

0:00:07:41

0:00:06:01

0:00:05:00

0:00:05:00

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Transitions: Filled V, Up




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Effects: Ease In

Effects: Ease In

Effects: Zoom In, Lower Left






… Page 9 …

Therefore, as a consequence of recentaviation-disasters, the global-communityhas now become increasingly nervous of

international air-travel.

In order to allay these current fears, whetherjustified or not, is to completely avoid all

airspace to which will bring scrutiny to bearupon the Company completely.

Delivering these outcomes to the generalpublics of Great Britain within their own

edifying languages and national press-mediums, ensures that the Qantas message

of safety for our passengers is clear.

0:00:05:00

0:00:05:00

0:00:03:31

0:00:05:00

0:00:05:00

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Transitions: Fade


Transitions: Split, Vertical





Effects: Ease In






… Page 10 …

0:00:03:00

0:00:18:04

Thank you.


(credits)Effects: Fade Out To Black

Referencing & Bibliography:

Aviation Safety Network. 2014. Flight MH17. Aviation Safety Network (ASN). 13

August 2014. http://aviation-sfatey.net/

CDA Media. 2013. World Business Culture. British Communication Styles.

CoolSites.net. 12 August 2014. http://www.worldbusinessculture.com/british-

Business-Communication-Style.html

Dodds, L. 2014. Three more airlines quit war-torn Iraq over safety fears. Telegraph.

12 August 2014. http://www.telegraph.co.uk/news/aviation/11007667/Three-more-

airlines-quit-war-torn-Iraq-over-safety-fears.html

Driver, C. 2014. “There is no suggestion it is unsafe”: Qantas refuses to reroute flights

to London away from Iraqi airspace in wake of MH17 missile strike. Daily Mail. 12

August 2014. http://www.dailymail.co.uk/travel/article-2708347/Qantas-refuses-

reroute-London-Dubai-flights-Iraqi=airspace-wake-MH17-missile-strike.html

Every Culture. 2008. Countries and Their cultures. United Kingdom. Every Culture.

12 August 2014. http://www.everyculture.com/To-Z/United-Kingdom.html

Kellner, D. 2006. Cultural Studies and Social Theory: A Critical Intervention. PDF.

Pp. 1-23. 12 august 2014. http://www.gseis.ucla.edu/faculty/kellner/kellner.html

Lipman, R. 2014. Qantas will continue to fly over Iraq despite Emirates changing its

route amid fears of an MH17-type missile strike. Daily Mail. 12 August 2014.

http://www.dailymail.co.uk/news/article-2708292/qantas-continue-fly-Iraq.html

Press Gazette. 2013. UK national newspaper sales: Relatively strong performances

from Sun and Mirror. Progressive Media International. 13 August 2014.

www.pressgazette.co.uk/uk-national-newspaper-sales-relatively-strong-performances-

sun-and-mirror

Qantas. 2014. The Qantas Story. Qantas Australia Limited. 13 August 2014.

http://wwwqantas.com.au/travel/airlines/history/global//en

Rajar. 2014. Radio Joint Audience Research. Rajar UK. 13 August 2014.

www.rajar.co.uk/






… Page 11 …

http://aviation-sfatey.net/

http://www.worldbusinessculture.com/british-Business-Communication-Style.html

http://www.worldbusinessculture.com/british-Business-Communication-Style.html

http://www.telegraph.co.uk/news/aviation/11007667/Three-more-airlines-quit-war-torn-Iraq-over-safety-fears.html

http://www.telegraph.co.uk/news/aviation/11007667/Three-more-airlines-quit-war-torn-Iraq-over-safety-fears.html

http://www.dailymail.co.uk/travel/article-2708347/Qantas-refuses-reroute-London-Dubai-flights-Iraqi=airspace-wake-MH17-missile-strike.html

http://www.dailymail.co.uk/travel/article-2708347/Qantas-refuses-reroute-London-Dubai-flights-Iraqi=airspace-wake-MH17-missile-strike.html

http://www.everyculture.com/To-Z/United-Kingdom.html

http://www.gseis.ucla.edu/faculty/kellner/kellner.html

http://www.dailymail.co.uk/news/article-2708292/qantas-continue-fly-Iraq.html

http://www.pressgazette.co.uk/uk-national-newspaper-sales-relatively-strong-performances-sun-and-mirror

http://www.pressgazette.co.uk/uk-national-newspaper-sales-relatively-strong-performances-sun-and-mirror

http://wwwqantas.com.au/travel/airlines/history/global//en

http://www.rajar.co.uk/

Image Referencing

http://i.telegraph.co.uk/multimedia/archive/02330/qantas_2330455b.jpg

http://news.searchcheapflights.co.uk/wp-content/uploads/2010/11/1798475.jpg

http://1.bp.blogspot.com/-wIs-MQayDcI/Ti1XsJqCuqI/AAAAAAAAAdo/rV5y-0Iflzo/s1600/Qantas%20routes%20map.jpg

http://i.dailymail.co.uk/i/pix/2014/07/29/1406635563401_wps_1_FLight_paths_over_warzone.jpg

http://www.qantas.com.au/img/1000x400/banner-route-network.jpg

http://www.qantas.com.au/img/390x400/new-london-schedule-390.jpg

http://www.qantas.com.au/img/390x400/sale/discover-dubai/discover-dubai-390.jpg

http://www.qantas.com.au/img/760x200/regions/uk/dubai-marina-760x200.jpg

http://global-conferences.eu/wp-content/uploads/2013/09/113.jpg

http://cdn.londonandpartners.com/visit/london-organisations/houses-of-parliament/63950-640x360-london-icons2-640.jpg

http://www.telfordhomes.plc.uk/microsites/stratfordplaza/images/location/london/east_london_developer_shaftesbury.jpg

http://i.huffpost.com/gen/1414616/thumbs/o-LONDON-facebook.jpg

http://i.telegraph.co.uk/multimedia/archive/02749/dubai_2749850b.jpg

http://www.providentestate.com/blog/wp-content/uploads/2013/12/dubai-as-brand.jpg

http://media-cdn.tripadvisor.com/media/photo-o/03/9b/2d/c5/dubai.jpg

http://www.businesschai.com/wp-content/uploads/2014/01/13173592.jpg

http://heathrow.arorahotels.com/bpimages/headers/Airport_Header.jpg

http://blogs.ft.com/olympics/files/2012/07/heathrow.jpg

http://bearmarketreview.files.wordpress.com/2013/05/terrorist1.jpg

http://www.nationalturk.com/en/wp-content/uploads/2013/11/Boko-Haram-US-Terrorist-Blacklist.jpg

http://www.utahpeoplespost.com/wp-content/uploads/2014/07/Malaysia-Airlines-MH17-cr-017.jpg






… Page 12 …

http://i.telegraph.co.uk/multimedia/archive/02330/qantas_2330455b.jpg

http://news.searchcheapflights.co.uk/wp-content/uploads/2010/11/1798475.jpg

http://1.bp.blogspot.com/-wIs-MQayDcI/Ti1XsJqCuqI/AAAAAAAAAdo/rV5y-0Iflzo/s1600/Qantas routes map.jpg

http://1.bp.blogspot.com/-wIs-MQayDcI/Ti1XsJqCuqI/AAAAAAAAAdo/rV5y-0Iflzo/s1600/Qantas routes map.jpg



http://www.qantas.com.au/img/1000x400/banner-route-network.jpg

http://www.qantas.com.au/img/390x400/new-london-schedule-390.jpg

http://www.qantas.com.au/img/390x400/sale/discover-dubai/discover-dubai-390.jpg

http://www.qantas.com.au/img/760x200/regions/uk/dubai-marina-760x200.jpg

http://global-conferences.eu/wp-content/uploads/2013/09/113.jpg





http://i.huffpost.com/gen/1414616/thumbs/o-LONDON-facebook.jpg

http://i.telegraph.co.uk/multimedia/archive/02749/dubai_2749850b.jpg

http://www.providentestate.com/blog/wp-content/uploads/2013/12/dubai-as-brand.jpg

http://media-cdn.tripadvisor.com/media/photo-o/03/9b/2d/c5/dubai.jpg

http://www.businesschai.com/wp-content/uploads/2014/01/13173592.jpg

http://heathrow.arorahotels.com/bpimages/headers/Airport_Header.jpg

http://blogs.ft.com/olympics/files/2012/07/heathrow.jpg

http://bearmarketreview.files.wordpress.com/2013/05/terrorist1.jpg





http://newsrescue.com/wp-content/uploads/2014/07/Crash-site-of-Malaysia-guardian.jpg

http://static.guim.co.uk/sys-images/Guardian/Pix/pictures/2014/7/17/1405633233851/25bf86a3-a0c2-4e33-8d4e-4a816d36a58d-620x372.jpeg

http://static.guim.co.uk/sys-images/Guardian/Pix/audio/video/2014/7/18/1405674832821/Malaysia-Airlines-Boeing--017.jpg

http://londonbeep.com/wp-content/uploads/2013/08/list-of-London-newspapers.jpg

http://i.telegraph.co.uk/multimedia/archive/02515/newspapers-cover_2515843b.jpg

http://hqwide.com/wallpapers/l/1440x900/20/men_grayscale_actors_british_newspapers_michael_caine_1440x900_19738.jpg

http://georgiaabout.files.wordpress.com/2013/03/illustrated_london_news_1856.jpg

http://3.bp.blogspot.com/-nhYUUr9nFec/UF8a1qjqiwI/AAAAAAAAgYw/2UkZrLAmKes/s400/DSCF0108.JPG

http://2.bp.blogspot.com/-9ST-UEgic6k/T13ZA2MI62I/AAAAAAAAAGk/4LcQOl4zMcE/s1600/LONDON+RIOTS+PIC.tiff

http://www.londonbroncosrl.com/images/news/bbc_london_lms-try.jpg

http://upload.wikimedia.org/wikipedia/en/7/78/BBC_London_News.png

http://resources0.news.com.au/images/2012/08/02/1226441/543820-business-travellers-on-garuda-indonesia.jpg

http://indonesiabuku.com/wp-content/uploads/2013/02/biztravel.jpg

http://cms.ukintpress.com/UserFiles/Airport_110519_15.jpg

http://b-i.forbesimg.com/theyec/files/2013/11/Forbes5.jpg






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http://londonbeep.com/wp-content/uploads/2013/08/list-of-London-newspapers.jpg

http://i.telegraph.co.uk/multimedia/archive/02515/newspapers-cover_2515843b.jpg



http://georgiaabout.files.wordpress.com/2013/03/illustrated_london_news_1856.jpg






http://www.londonbroncosrl.com/images/news/bbc_london_lms-try.jpg

http://upload.wikimedia.org/wikipedia/en/7/78/BBC_London_News.png



http://indonesiabuku.com/wp-content/uploads/2013/02/biztravel.jpg

http://cms.ukintpress.com/UserFiles/Airport_110519_15.jpg

http://b-i.forbesimg.com/theyec/files/2013/11/Forbes5.jpg

25. global public relations... presentation (qantas)

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