Internal and External Communication- Fly Emirates - Assignment Example

Internal and External Communication- Fly Emirates

Outcome 3

Q1

The Fly Emirates is the organization that will be used in this paper. It is a highly profitable organization with over 40000 employees and an approximate revenue of US$ 12 billion. The company operates a fleet of over 130 wide-bodied aircrafts that fly to over 100 destinations across six continents. It is the largest airlines in the Middle East, and it has won over 250 awards of excellence (Emirates, 2016).

Q2

The organization has numerous stakeholders that are detrimental to its operations, but they are divided into two categories, internal and external stakeholders. Two examples of internal stakeholders are employees and management whereas two examples of external stakeholders are its customers and the governments (Emirates, 2016). To ensure business success, Fly Emirates must maintain constant communication with both internal and external stakeholders. To communicate with its employees and management, Fly Emirates uses an Internal Communication Unit that ensures all staff members are informed about all management decisions, corporate news, and policies.

The system enables better communication within the organization and fosters pride among the employees (Emirates, 2016). The communication unit uses organization’s intranet, group newsletter, GroupWorld, Safar that includes the use of email and specific departmental newsletters and websites. The Internal Communication Unit also produces fliers, posters, and leaflets when required, for example in support of employee awareness campaign. The company uses public relations to communicate and interact with the external stakeholders (Emirates, 2016). It includes media relations, reputation management, corporate responsibility, crisis communication and social media. Its objective is to maintain a positive public image, establish, and maintain relationships with its external stakeholders.

Q3

Fly Emirate’s internal communication unit is highly integrated ensuring that all the internal stakeholders are well informed. The advantages of the internal communication unit are that it creates coordination in the company among the activities of the different departments. In addition, it motivates the employees as it fosters good relationships among the employees and the executives. However, it can be a source of conflict between the employees and the executives. The Fly Emirates uses public relations as the touchpoint with all external stakeholders. The features of its public relations include the development of news releases and feature story ideas, the organization of media campaigns. It also handles all the media queries and organizes interviews with the senior executives at the organization.

Public relations are also responsible for hosting news journalist from different parts of the world as it seeks to create a better relationship with the external stakeholders. The company also maintains social media platforms to promote the brand and key message through active customer engagement. The advantage of public relations as a tool for external communication is that through press releases and media stories, Fly Emirates let its external stakeholders know about the philanthropic and environmental efforts of the company. However, its shortcoming comes when there is a misplaced quote or badly worded Facebook or newsletter; this is enough to tarnish the image of the company.

Q4

The internal communication unit that is used by Emirates for internal communication has two main problems. One is that it only allows the flow of information from the management to the employees but lacks to incorporate ways in which employees can communicate with the senior management. The second problem is that it does not use social media, which is a vital part of the modern communication. Public relations have been used for external communication, but it has two problems. The issue of social media is a problem on the airline’s side; the company has not taken into account various changes that are yet to be implemented.

Q5

Create different social media platforms that will be used by internal stakeholders to improve the coordination and communication in the organization. Secondly, there is a need for the creation of communication channels that will allow the flow of information from the employees to the senior executives without fear of retribution. It will be one way of allowing the employees to participate in decision-making and present new ideas that can be crucial for the company.

Q6

MONTHS

TASK

RESOURCES

Who will monitor it and if any changes are suggested, how will they be implemented?

MONTH 1

Creation of Social Media Accounts for Internal Communication

Time and Internet

Public relations Department and the Human resources Department

MONTH 2

Develop a presentation for employees and senior management on how to use the social media platforms created

Time and Supplies

Human Resources Department and Internal Communication Unit

MONTH 3

Survey the effectiveness of the new social media platforms

Time and Supplies

Internal Communications Unit and the Human Resources Department

MONTH 4

Evaluate and adjust the internal communication based on the results of the survey

Time

Human Resources Department

MONTHS

TASK

RESOURCES

Who will monitor it and if any changes are suggested, how will they be implemented?

MONTH 1

Create a state of awareness

Time and Supplies

Internal Communication Unit

MONTH 2

Building an informed workplace

Time and supplies

Internal Communication Unit

MONTH 3

Achieving workforce commitment

Time

Internal Communication Unit

MONTH 4

Evaluate and adjust the internal communication based on the results of the survey

Time

Internal Communication Unit

Q7

The new communication system is more engaging and sophisticated. Previously, the company did not use social media in internal communication but with the new systems, employees can interact on the social media platforms, which is another way that top managers can interact with employees. In addition, the new communications system allows the employees to communicate clearly and comfortably with their superiors. It creates room for the formation of an informed workplace that is based on constant communication between employees and top-level managers.

Q8

After the personal communication audit on Moodle, I got a score of 80, which means the communication plan is steady, and I am fully prepared.

Q9

WEEKS

COMMUNICATION SKILLS TO BE IMPROVED 1

COMMUNICATION SKILLS TO BE IMPROVED 2

RESOURCES FOR SKILLS TO BE IMPROVED 1 AND 2

WEEK 1

Listening

Reading body language

Activities

WEEK 2

Use of courtesy words

Avoidance of unnecessary conversation fillers

Written materials and group activities

WEEK 3

Ask questions

Avoiding distractions

Time

WEEK 4

Team work

Business language

Time and Team Building activities

WEEK 5

customizing the message for the audience

Being brief and specific

Time, presentations and reading materials

WEEK 6

Use of empathy

Maintain positive attitude and smile

Communication forums

WEEK 7

Encourage others

Minimize complains

Communication forums

WEEK 8

Use humor

Treat colleagues equally

OUTCOME 4

Q1

Fly Emirates will be used to answer all the questions in this section.

Q2

Fly Emirates uses its website and mobile application to collect, format, and store and disseminate information and knowledge. The Emirates Skywards website and the Emirates App are provided to the members after they accept the terms and conditions. Every time they use the website and mobile application, the company collects personal information that the users provide. However, the company has the responsibility of protecting the personal information collected on the website and the mobile application (Emirates, 2016). Every time the customers use the website on the mobile application, they are asked to provide certain information such as name, address, contact details, debit/credit card details. The company then classifies and stores this information.

To collect, format, store and disseminate and knowledge Fly Emirates have developed a line of business application known as Knowledge Driven Inflight Service (KIS) (Visser, 2012). A well-immersed crew and customer management solution collect important passenger data around history and preference. For instance, the system collects data on previous trips, issues raised by a customer during their travels, customer preference such as food, wine, and seating; this information is then stored in the system to assist the crew to serve the needs of the customers (Visser, 2012). Pursers at Fly Emirates use this system before each flight to brief the cabin crew, enabling them to provide exceptional levels of personalized services.

Q3

The information system at Fly Emirates allow customers to book online, check fares, check in and select or change a seat, manage bookings, change flight times, access to flight routes, log in to Emirates Skywards, alerts on when the flights are due to arrive and cabin features. Such information is then classified and stored to allow better customer services. The Knowledge Driven Inflight Service knowledge system is preinstalled in the KIS tablet that initially ran on Windows 8 but have upgraded to the new Windows operating system (Wash, 2012). The tablet has a long battery life that is best suited for long and nonstop flights; it has a touch optimized user interface that promptly shows the most important information through Live Tiles allowing the cabin crew to spend more time interacting with the customers in a more unique and personalized way.

Q4

There is the usability problem in the information system that occurs when the employees to not use the information because at the time the user interface is too complicated. The best way to solve this problem is to create an easy and understandable interface and train the employees to use the information systems.

Q5

The common problem with knowledge management system is a collection of new information from scratch when the information already exists. In addition, some employees may spend time researching on factors whereas there are experts at the company or collect irrelevant data. The idea solution for this problem is to upgrade the software, which will allow the cabin crew to take advantage of the knowledge of the customers.

Q6

MONTHS

TASK

RESOURCES

Who will monitor it and if any changes are suggested, how will they be implemented?

MONTH 1

Development of a new and easy to use information system

Time and Funds

Information Technology Department

MONTH 2

Implementation of the information system

Time and Funds

Information Technology Department and Human Resources Department

MONTH 3

Training for the employees

Time, Funds and Supplies

Information Technology Department and Human Resources Department

MONTH 4

Evaluate and adjust the internal communication based on the results of the survey

Time

Information Technology Department

Q7

MONTHS

TASK

RESOURCES

Who will monitor it and if any changes are suggested, how will they be implemented?

MONTH 1

Inform the employees on the flaws of the old system

Time and Presentations

Information and Technology Department

MONTH 2

Upgrade to the New Knowledge Software

Funds for the upgrade and Time

Information Technology Department

MONTH 3

Training

Time, Funds and Supplies

Information Technology Department and Human Resources Department

MONTH 4

Evaluate and adjust the internal communication based on the results of the survey

Time

Information Technology Department