[INKA AIRLINES CRISIS] INKA Airlines is an eco-friendly airline that caters to exploring the Incan ruins of Macchu Picchu. INKA Airlines is known for their affordable airfare and has built a reputation for accommodating precious artifacts from the Peruvian Natives.

2013Crisis Communication Campaign

Bianca Wade

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Core Problem/Opportunity

INKA Airlines is an eco-friendly airline that caters to exploring the Incan ruins of Macchu Picchu. INKA Airlines is known for their affordable airfare and has built a reputation for accommodating precious artifacts from the Peruvian Natives. However, with the recent accusations of the aircraft pilot consuming alcoholic beverages before boarding the craft, INKA airlines is implementing new policies and regulations. For one INKA is continuing the proper precautions to make sure an accident like this does not occur again. This incident has slightly damaged the customer service and professionalism reputation of the company, but with the correct Public Relations tactics, INKA is projected to bounce back from this minor crisis.

STRENGTHS

- This type of airline is a specialty airline so they target a specific audience

- The reputation of the airline has been good up until the recent crisis

- Discounted airfare/ Eco-friendly aircrafts benefit the environment

WEAKNESSES

-Small Airlines

-Fatalities in previous incidents

OPPORTUNITIES

-Increase the number of customers and sales

-Implementation of new policies and procedures

THREATS

-Lawsuits against the airline

-Decrease in sales and revenue

-customers lack the reliability in the company

S.W.O.T. ANALYSIS

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Main Goal:

To reiterate to customers that INKA is a reliable, professional and eco-friendly airline and that they are implementing programs and new regulations and guidelines to assure the safety and well-being of the customers as well as crew members.

Objectives:

-Implement new employee training programs that will include random drug-testing in the workplace that will be effective in the next 6 months

-Increase the airlines consumer rate by 10% in the next 3 to 5 years

-Develop new policies and regulations in order to maintain in good standing with government regulations and assure the safety of the passengers

-Issue a public apology from the airlines CEO/President to show that the airline is compassionate and caring for their passengers.

Key Publics:

-Media

-Federal Aviation Administration

-Peruvian Natives

-Potential Passengers of INKA Airlines

Four publics have been chosen for this campaign. Because of the goals set, these are best key publics that will have the greatest impact on this campaign. The media is the most essential key public simplify because the media can make or break the image of this company. Although, this crisis has made a negative effect on the company, does not mean, the company cannot have this mishap work in its favor. The campaign with help with pitching positive information, not only about the company itself, but about the changes they are making so an incident like this does not occur again. It’s vital that the media portrays the company to actually be compassionate and caring towards their passengers. The Federal Aviation Administration would be the next key public, specifically the Aviation Safety; this department is responsible for aeronautical certification of personnel and aircraft, including pilots, airlines, and mechanics. The final two key publics are the Peruvian natives and current and potential passengers of INKA Airlines. These two are equality essential to the recovery of this company. Its important to reach out the Peruvian natives and current customers to assure them of the company changes in order for them to remain loyal passengers. For the potential customers, not only is it important to display the outstanding reputation of the airline prior to this crisis, but to show them that the company genuinely cares for their customers and employees.

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Strategies and Tactics

Strategies

-Seek support and cooperation with the FAA in order to implement special training programs

-Prepare and inform current and future employees about the policy and regulation changes

-Enlist the support and engagement of customers through targeted mass media outlets

-Increase the number of new customers with INKA Airlines

-Issue a public statement from the company publicly apologizing for the company's crisis and inform the public on the steps the company is making to make sure this situation does not happen again.

Tactics

- Create a new mandatory employee training program that specifically trains employees on customer service and proper workplace behavior.

-Create a website explaining the cause of the program with the apology statement from the company.

-Develop special discount special discount program for loyal passengers

-Send out press releases and informational fact sheets about the change within the company and how it will affect customers to media outlets.

-Have a representative from the company make public appearances on behave of the company

-Create new policy and regulations with the FAA to assure customers safely.

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Evaluation

Objective: Implement new employee training programs that will include random drug-testing in the workplace that will be effective in the next 6 months

Measurement: Evaluate the new employee programs by drug testing and having employees complete an evaluation summing up the material learned.

Objective: Increase the airlines consumer rate by 10% in the next 3 to 5 years

Measurement: Track Airlines profits and revenue for the next 3 to 5 years to see any changes since implementing new policies.

Objective: Develop new policies and regulations in order to maintain in good standing with government regulations and assure the safety of the passengers

Measurement: Remain up to date with government regulations and test that the company is adhering to them by random performance and regulation evaluations.