Case study1 MANAGEMENT COMMUNICATION Assessment 3 CASE STUDY Document design Memo format Due...

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Case study1  MANAGEMENT COMMUNICATION    Assessment 3 CASE STUDY  Document design Memo format  Due Date Friday 10th May 9.00AM (Syd  time)  Length 1000 words (+/- 10%)  Weight 35%    Assessment task   The objective of Assessment 3 is to understand the concept of ‘analysis’ and learn  how to analyse information efficiently and effectively using a case study. According  to Rosenwaser and Stephen (2009, p. 4), analysis is: More than just a set of skills, analysis is a frame of mind, an attitude toward  experience. It is a form of detective work that typically pursues something  puzzling, something you are seeking to understand rather than something you  are already sure you have the answers to. Analysis finds questions where there seemed not to be any, and it makes connections  that might not have been evident at first. A business case study ‘is a description of an actual situation, commonly involving a  decision, a challenge, an opportunity, a problem or an issue faced by a person (or  persons) in an organization’ (Erskine, J.A. and Leenders, M.R., Learning with Cases,  © 1997, Richard Ivey School of Business). Cases contain relevant data about the issue available to the key person in the case,  plus background information about the organisation. The Qantas social media disaster Companies around the globe are embracing and adopting social media for many  different reasons, including: customer service, marketing, internal communications,  public relations, and corporate social responsibility. It is now a reality that social  media is changing the way stakeholders and companies communicate daily, providing  opportunities for collaboration, participation, interactivity, and engagement. Your task is to analyse a business case study that chronicles one of the worst years for  Qantas. In 2011 Qantas faced a communication strategy that spiraled out of control.  According to Australia’s public relations watchdog, PRdisasters.com, Qantas not only  finished 2011 with the biggest PR disaster but three of its slip-ups made the top 10 list  for 2011. The top 10 list of PR disasters in Australia for 2011 can be obtained at the  following website: https://prdisasters.com/2012/01/09/australias-2011-pr-disasters- awards-announced/.   https://prdisasters.com/2012/01/09/australias-2011-pr-disasters-awards-announced/ https://prdisasters.com/2012/01/09/australias-2011-pr-disasters-awards-announced/  2 This case places you directly into the role of Olivia Wirth, executive of Government  and Corporate affairs at Qantas Airlines, who must devise a plan of action to respond  to the company’s failed and publicly scrutinised social media contest through Twitter. You need to apply analytical, decision-making, creativity and communication skills to  create an effective strategy for Qantas management to implement. You also need to  take into consideration the series of events that have compounded over the past years  to negatively affect the public’s perception of Qantas. In response to the company’s  failed Twitter contest and mounting public animosity, what course of action should  Olivia Wirth recommend to Qantas management? Please follow these guidelines to complete the assessment:   1. Use 3 to 4 relevant academic articles  2. Carefully read the Ivey Business School case: 'Qantas Airlines: Twitter Nosedive'.  Note: you will need to go onto the Ivey Business School website  https://www.iveycases.com/ and purchase a copy of this case (approximately  A$5.00).  3. Read the case several times and answer the following questions in your analysis/  recommendation(s):   a. What future actions can Qantas take to build a positive public perception of the  brand? Be prepared to provide justification for your recommended actions. b. Identify three important factors for an organisation to consider when using  social media, such as Twitter, for contest or other public relations initiatives. Use  3-5 secondary sources to support your analysis. c. Using the Communication Plan Template in the case (see Exhibit TN-1), devise  a course of action for Olivia Wirth to recommend to Qantas management. Some important guidelines to consider when developing a recommended course  of action:   • The different stages of the communication plan template must fit together, if  they do not, adjustments must be made.   • The communication plan should be realistic and feasible.   • The various problems that Qantas has experienced publically over the past year  must be taken into account. 4. Please be aware that the writing quality and appropriate referencing will be marked as well  as the content.  5. Refer to the Marking Criteria Guide and Marking Rubric. Note:   Remember a case study analysis requires you to investigate a business problem,  examine the alternative solutions, and propose the most effective solution using  supporting evidence.  https://www.iveycases.com/  3  1. Read and examine the case thoroughly  • Take notes, highlight relevant facts, underline key problems.  • Focus your analysis 2. Identify key problems  • Why do they exist?  • How do they impact the organisation?  • Who is responsible for them? 3. Uncover possible solutions  • Review course readings, discussions, outside research, your experience. 4. Select the best solution  • Consider strong supporting evidence, pros, and cons: is this solution realistic?   PRIOS/CDT brief for Assessment 3:     a. Purpose: In response to Qantas' failed Twitter contest and mounting public  animosity, develop a course of action Olivia Wirth can recommend to Qantas  management. b. Reader: Qantas management (author: Olivia Wirth). c. Information: Based on secondary sources. d. Organisation: Direct order approach. e. Style: Formal. Be sure to proofread carefully to ensure that there are no sentence- level errors such as spelling mistakes, wrong word choice, incorrect punctuation, etc. f. Channel choice: written document. g. Document design: Memo format. h. Length: 1000 words.            4  Marking criteria/weighting      Evaluation  criteria Task Weight  1. Format,   Introduction,   & Conclusion Is the memo format used fully and appropriately?  Does the introduction, body and conclusion contain all the identifying  features?  Are the elements of the introductory and concluding paragraphs clear,  relevant and informative?  20%  Purpose &  Audience Has the student understood the task and covered the key points?   Does the response adequately address the topic and task?  Does this document take into account the needs of the audience?  Does this document provide adequate information for the reader?  Does the writer thoroughly address any potential questions from the  reader?  15%  Credibility Is the student able to convince the reader that they are knowledgeable  about the topic?  Are claims backed up?  Sources cited?  Are sources reliable and authoritative?  Does the student understand the proper attribution rules?  Do the appearance, accuracy and clarity of the writing give credibility?  Are three to five reliable sources used to evaluate three important factors  for an organisation to consider when using social media?  20%  Referencing Has the SCU Harvard reference style been used?  Does every source have:  The name of the author(s)  The full title; and  Complete publication information?  Are sources cited in the body of the paper and in the reference list at the  end of the paper?  Are the right model citations used?  15%  Readability Is there a clear structure to the response?  Do the paragraphs contain one main idea that is explored using relevant  evidence?  Is there cohesion between sentences?  Are internal headings clear and informative and enhance the readability  for the audience?  15%  Language Is there a range of vocabulary?   Are sentences grammatically correct?   Are sentences accurate and complete?  Has a spell check been used?   Is spelling accurate?  15%    Fail Pass Credit Distinction High Distinction

Arpana · Accepted Answer

Social Media campaign of Qantas was unsuccessful for achieving their goals due to one primary reason: series of missteps have caused discontent amongst public over several years which was misunderstood by the company. Hashtag and Twitter contest given a platform to the participants to disclose their negative attitude towards the company. They mentioned that Qantas is not capable enough to understand and communicate in public. In order to succeed in scial it is very important for the company to understand what to do and what not to do (Mitch Meyerson, 2010)
	Negative reactions against Qantas were highlighted on social media in following ways:
· YouTube video of Adolph Hitler was modified with new subtitles which highlighted negative was of communication of CEO of the company.
· Through social media, controversial photographs were used which showed aboriginal iconography in racist manner.
· #QantasLuxury, a hashtag promotion on twitter failed as people started expressing their frustration against Qantas 
· Stranding of thousands of customers after having grounded its entire fleet.
What future actions can Qantas take to build a positive public perception of the brand? Be prepared to provide justification for your recommended actions.
Sentiments on social media would have been monitored by the company and there should have been quick action taken for solving the issue b y informing customers that they are doing it. It is very important for any company to come up with strategy in order to stop the things getting worse (Andrews, 2014). At this moment, it is very important for Qantas to make an apology publicly executed by Olivia Wirth, the executive of Government and Corporate Affairs. Additionally, for its reputation regain it is important for them to organize any charity event or social responsible event to happen. 
	The company should also hire PR firm that knows the way to handle this situation and is able to track the activities happening on social media. Due to grounding of fleet, the customers were highly affected. The company should introduce promotional prices or offers to their customers as compensation. 
	The company should implement Social Media Policy which will provide them framework to deal with the social media crisis that has happened. It will also help in showing the right direction and support. A safety net would be created by them by creating the expectation from the employees for themselves and the brand and dealing with it.

1 MANAGEMENT COMMUNICATION Assessment 3 CASE STUDY Document design Memo format Due Date Friday 10th May 9.00AM (Syd time) Length 1000 words (+/- 10%) Weight 35% Assessment task The objective of...

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