The framework of this research is based on Hazleton's taxonomy. Thus, the aim of this research is to apply the theory to the company, Cathay Pacific Airways. Cathay Pacific is successful using its current strategies that are cooperative problem-solving, informative and promise rewards for employees and passengers. However, this research will demonstrate that Cathay Pacific needs to focus more on problem-solving strategy and to add a facilitative strategy for their employees and to improve their informative strategy as well as adding a cooperative-problem solving for their passengers to keep its status of leadership and to improve its two-way communication. In 2006, passengers have awarded Cathay Pacific Airways The Company of the Year for the second time, but this company must keep maintaining its leadership by providing more efforts over the next years. Indeed, an article published in BRW in May 2006 warns big companies of the fact that people have difficulty in trusting them, and they do not do enough for the community as well as for the environment. Yet, as Mayhew claims, leadership depends on trust (chapter 9).
Nonetheless, Cathay Pacific attempts to present the latest facts and figures about their operation and service. The official website provides the information such as annual reports and traffic figures in details. Their news releases meet public interest and are relevant to the current issues as fuel charge and 2005 profit decrease. This helps to create a sense of openness and trust among the public audience. However, the company is facing tough competition and to maintain its performance and its image of leadership, Cathay Pacific needs to improve its public relations through strategies proposed by Hazleton.
[...] Cathay Pacific wants to persuade passengers to fly with them using these Frequent Flyers programs that are tactical tools. By doing so, they make a systematic campaign based on customers' research. The aim is to buy trust from the passengers who travel with Cathay Pacific. To comprehend the application that should be made to Cathay Pacific, it is essential to understand what Page and Hazelton's taxonomy is. According to Cambridge Advance Learner's Dictionary, taxonomy is a system for naming and organizing things [ ] into groups which share similar qualities. [...]
[...] Cathay Pacific Airways Ltd Website. Retrieved May from http://www.cathaypacific.com/au/0,,,00.html Grunig, J. E Excellence in Public Relations and Communication Management (Hillsdale, N.J.: L. Erlbaum Associates,) Mayhew, L. H The New Public Professional Communication and the Means of Social Influence, Cambridge University Press Page, K.G., and Hazleton, V. Jr Empirical Analysis of Factors Influencing Public Relations Strategy Selection and Effectiveness”, see class notes. Stanton, R., “Discussion of Mayhew's Contribution”, see class notes. Werder, K.P “Responding to Activism: An experimental Analysis of the Public Relations Strategy Influence on Beliefs, Attitudes, and Behavioral Intentions” International Communication Association, Annual Conference Public Relations Division Wilcox, D. [...]
[...] The annual report of Cathay Pacific seems to be a straightforward representation of the company and a similar sincerity must come from Public Relations. A third point is a two-way communication between the public and the client. This point will be the object of a particular attention in this piece of research. A fourth point is the status of Public Relations as counselor to a client; in other words, Public Relations need to carry information and to guide their client by explaining their methods and the conclusion of their research. [...]
[...] In competition, the price and quality of Cathay Pacific are perceived as ‘average' by the majority of respondents (see question 13) and a quarter of them think its reward programs work ‘very well' in encouraging them to fly with Cathay Pacific From the open-ended questions, the respondents comment that they experienced uncomfortable economy seats and tedious check-in line of economy class. Moreover, they recommend an improvement in the meals for economy class and airline magazine. The airlines that the respondents perceive as the best airlines other than Cathay Pacific are Qantas airline, Singapore airline, Virgin Blue and Emirates airline. [...]
[...] Indeed, for them, shared values also apply to the community, and Cathay Pacific tries to get involved in it as it is very active through several programs it founded to help the community, mainly in Hong Kong. Cathay Pacific has designed a specific program for young people, to learn them to fly, but the company has also focused on education and sports. Moreover, Cathay Pacific does not only dedicate itself to youth but also to environmental and sponsored activities for the city of Hong Kong, and even give charitable donations at local and international levels. [...]
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