International Public Relation and Advertising Proposal in Malaysian Airline - Case Study Example

Malaysian airline communication campaign proposal Name Institution Date Mandate This document is prepared as a proposal to an effective communication strategy for the Malaysian airline with an aim of creating a strong relationship with both the national and the international stakeholders, partners and customers. There is a feeling that the airline brand has not done much to create awareness and visibility nationally and internationally which is a challenge towards building a strong relationship and public trust. 1. Introduction Malaysian airlines was early this year faced by unfortunate circumstances that saw the airline suffer two biggest air disaster in history within a span of four months; the disappearance of MH370 and the MH17 being shot down by a missile. With these circumstances, there has been a decline in the international customer relationship. Thus, the need for crisis management to strengthen international cooperation and advocate for a communication camping to intensify activities and programs to secure support and trust globally and Increase trust of the airline services in policy making. 2. Objectives Communication campaign objectives are devised to attain certain ends where everyone is involved in the campaign and its success and failures can be assessed to the specified objectives, (Rachel & George, 2005, 395-396). The main objectives of the communication campaign will be to create and increase awareness of the importance of Malaysian airline brand and products within the international community. By choosing to raise awareness, it will establish a strong recognition in the public relation and advertising globally. To promote goodwill with its international partners after the two horror incidences thus creating a platform that will build a long term and loyal relationship with a connection that will help drive customers to the business (Chron, 2014) To change attitudes on how Malaysian airline is perceived as ghastly. This will improve both the national and international customer attitudes towards the airline brand. Finally, to create a public diplomacy globally in a bid to change the negative incidents associated with the airlines brand. 3. Audiences The target audience in this context will be a paramount one especially in advertising connectivity and relationship building that will enable it maximize its mission and vision of the airline together with the success of the objectives mentioned. There are levels of audiences that will be considered in focusing on the implementation of communication campaigns; national, regional, continental, and global which will further dived internally and externally. Strategic audience internally Media group The media will be a crucial partner in building mass public support and this audience strategy stresses on the importance of developing proactive relationships with journalist, which will give them information they can use to inform the international market that also connects globally. Business group Business people are the main players who keep the airline moving and are critically set both nationally and globally. The communication strategy employed will provide up to date relevant information that will gear towards gaining the attention associate with groups like Brahim’s airline catering and Abacus international holding. Such will be an effective partner in communications campaign. Multi nationals Will be tapped to become agents for disseminating public diplomacy messages of broadening understanding, and bring attitudes that will align with international policy priorities in their various countries and regions through advertisements and good will messages that will also be beneficiary to their business as well. Strategic audience externally International group of ambassadors They will be key and beneficial to the wider target audiences globally since they contain a wide range of contacts with politicians, business group and media in the countries they serve. They will be mobilized to communicate with the relevant parties connected to Malaysian airline in a consistent manner for international public relationship building and always keeping ties by mitigating chaos and complexities. An example could be how to deal with the situation of disappearance of Boeing MH370 4. The strategic plan The following are ideas of activities that will be undertaken at different levels of the communication campaign: Engagement of an advertising agency It will overlook and work with the media fraternity to create awareness and pass information about the airline services and corporate social responsibility internationally. This will be done through eye catching advertisements on televisions, newspapers and online adverts, while on radio will be enticing voice messages. This will be geared towards the capturing both the international partners and customers where honest agendas will be provided in line with the objectives of public diplomacy of informing, engaging influencing attitudes. Formulation of airline brand communicators Under this advocacy or communication cluster, it will be a good idea if the airline sets up a robust communication institute that will be charged with offering timely and rapid responses for international news in case of any disaster, while on periodic events they will provide day to day information on international public relationship of balancing individual rights and collective wellbeing as this will manage to pull a global attention in keeping ties. Communication will also be pegged on key global events. But for this to work, it will have to be located at the highest level of governance to achieve an authoritative international intervention International brain drain conference Specifically members from the Malaysian Diaspora will have to be convened in a public forum by the communication campaign officials and also targeted in various ways through print electronic and internet media to respond to events and give feedback. This strategy will be to bring together people in one platform to tap into the expertise of the international body to continue with their support for the airline, thus promote the good will primary objective and enhance beneficial integration, relationship and show case the Malaysian airline potential on the global scene. The intercultural communication approach The assessment of this theoretical culture communicational approach will focus on how cultural differences affect communication between public relations practitioners, clients and public and how different cultures will enable among other things cross-cultural comparisons about preferred interpersonal relationship orientations within cultures in the field of international public relations. It will consolidate and reaffirm its identity by addressing current concerns among advanced level practitioners on how to garner a global perspective and experience with a variety of cultures (Garcia, 2010, pg. 273). Use of international festivals, This carnival will be done in two ways; one, centered towards appreciating cultural heritage, and supporting traditional practices of various states internationally through the courtesy of the Malaysian airline. This will bring people from all walks of life; the festival will have the same theme and organized in every country where the airline operates in order to show unity and cooperation to its loyal customers and partners in the international prospect. The festival will also be a way of engaging the skill of interpersonal communication where interactions and exchange of ideas from international public relation practitioners to coordinate. Such fiesta in different countries that will include local musicians, artists actors and community leaders who will help to convey messages and create awareness of the airlines services in midst of the colorful event. Furthermore, it will act as an advertising technique in creating a strong brand name and establishment of concrete international ties and adequate criteria to evaluate results (Garcia, 2010, pg. 274). Secondly Malaysian airline day will be set aside and it will be an international event to focus on stances towards the airlines growth. It will be a media event marked around the world. The proposal will be to generate awareness in broadening a worldwide interactivity and will be done every year in a consistent manner. Wrap around approach This strategy will be to wrap up all events, issues, concerns and events that have taken place weekly, monthly or yearly, and brought on one platform for assessment. It will provide room for improvement and transformation. This idea will demand international focus and participation as it will try to capture the concept behind international public relation and culture that will center on good and attractive plus advertising ideologies and practice. 5. Tactics For the above strategy to function well, there are specific tactics that will be employed to achieve their success. Strong persuasive and influential communication messages that will effectively persuade the airlines brand services and products focusing on honesty and diminishing negative attitudes. There will be constant engagement of the media in pitching story ideas about the airline, regular announcement about events of its corporate social responsibility, press releases and also an attempt editorial coverage on any international business press, for example the international business times and the economist. This tactic will be employed because the media is a powerful tool in engaging nationals all over the continent and will be a good tool for setting the airlines agenda (UN women, 2012) Lobbying of key decision makers for positive and fresh ideas, in terms of advertisement and branding that capture the international scene, use of volunteers, and campaign coordinators to foresee the campaign process. There will be use of mass communication techniques to spread the message of good will through bill boards’ brochures and leaflets where the targeted audience can directly have a feel of the brand products and services, openness, connectivity and identity of the airline will also be advertised with the expansion of the airlines mission and vision globally. Use of national local language trough volunteer campaign activists to entice and persuade customers to its services since it’s a foreign airline company in various countries like USA, Britain, Africa and Australia, will enable it spread communication campaign messages (UN women, 2012). 6. Proposed Schedule items For the campaign to progress there will be important items and potential resources required to be in place to drive the communication campaign forward. Schedule items 1. Campaign organizers 12. phones 2. International campaign respondents 13. flyers 3. Advertising agencies 14. leaflets 4. Media house 15. volunteers 5. Chief communication campaigners 16. phones 6. Travel budget 7. Venue/forums 8. Communication\media\networking committee 9. State and regional coordinators 10. phones 7. Proposed budget The campaign will need a budget and recommendation of $750,000 for a start, printed materials, mailing and the creation of a media packet. It will also need phone and computer links, paying advertising agencies, media houses, catering for travel and venue costs together with information services. The chief campaigner will receive a salary of not less than $80,000 with campaign organizers receiving $35,000 in respective states where the communication campaign will be the target. 8. Proposed monitoring and evaluation technique The process of monitoring and evaluation will be done in order to assess the credibility and effectiveness of the communication campaigns which will have aimed towards change of individual attitudes and behaviors internationally and on the need to mobilize the public towards support for decision and policy making. These will be reviewed by the intended outputs, outcomes and ultimate impacts on international public relationship and advertisement. The adapted approach will be used to evaluate the communication campaign, since the main objective will be to change individual attitudes and focus will be placed on the output in respect to a particular action employed. Example on this will be if insurance of press releases and events, if it will have been carried out appropriately, and how it will have impacted in opinion and attitude change on the international target audience (Owl, 2008). The experimental trial too will be effected where random control experiment will be used to identify differences between what the campaign will have achieved and not achieved. César Garcia (2010) Integrating management practices in international public relations Courses: A proposal of contents 273-274. Rachael Barker & George Charles (2005) Integrated communication 395-396 accessed through http://books.google.co.ke/books?id=D7rkS-Q- mYUC&pg=PA395&dq=objectives+for+communication+campaign&hl=en&sa=X&ei=-K0rVKi8G8jROuTPgYgL&redir_esc=y#v=onepage&q=objectives%20for%20communication%20campaign&f=false CommmPR (2014) Malaysia airlines: crisis management accessed through http://www.commpro.biz/corporate-communications/crisis-communications-corporate-communications/malaysia-airlines-crisis Chron (2014) goals and objectives in pr campaign accessed through http://smallbusiness.chron.com/goals-objectives-pr-campaigns-21010.html Un Women (2012) campaigning tactics and techniques accessed through http://www.endvawnow.org/en/articles/1207-campaigning-tactics-and-techniques.html Owl Re (2008). Wise research and evaluation. Np. Read More