Corporate Communication

Corporate Communication

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Table of Contents

Corporate Communication        

Introduction        

Company Review        

Emirate Airline Corporate Communication Strategies, Analysis, and Effectiveness        

Corporate Responsibility        

Internal Communication        

Media Relations        

Corporate Communication Plan and Recommendation        

Conclusion        

References        

Corporate Communication

Introduction

        Corporate communication is an organizational function that deals with circulation of information internally and externally. Globalization and increased market competition has created the belief that a company’s perception determines it growth and survival in the market. Maintaining a good image in the eyes of employees, customers, stakeholders, and the community is essential in a company wants to boosts its performance, (Cornelissen, 2011, p. 3). The research paper discusses the corporate communication plan for the Emirates Airlines. In this discussion, the effectiveness on the corporate communication is tested and recommendations on ways to improve it are outlined.

Company Review

        Emirati Airlines Company is among the biggest airline companies in the Middle East region. The company operates flight globally with over 3,000 flights in week. The main base of operations for the company is Dubai. Emirati Airlines is one of the many companies that form the Emirati group. The company was formed in the 1980’s and began its first flight operation in Dubai. During the 30 years of its operations, the company has grown remarkably to expand from operating in the Arab region to have flights in Europe, America, and Africa. The government of Abu Dhabi is among the largest shareholders of company. The company uses a number of corporate communication strategies, among these are: internal communication, media relations, and corporate responsibility. The company uses its website and social media (facebook, linkedIn, Twitter) to spread information, (The Emirates Group, 2016).

Emirate Airline Corporate Communication Strategies, Analysis, and Effectiveness

Corporate Responsibility

On the company website has an outline of the CSR plans on the company. These plans are done through emiratization and philanthropy in UAE and other countries, (Bravia Research, 2014). In emiratization, the company uses a majority of Emirati in its labor force. To sustain this program, the Emirati Airlines have talent development programs to ensure that the labor force is well equipped and able to deliver on the goals of the company. Emiratization programs are also signs of loyalty to the local community of UAE to help incorporate a larger part of the locals in the expatriate flooded corporate sector. The company’s corporate responsibility programs extend to environmental and public education programs that are meant to expand the presence of the company among the people in the community. Through these activities, Emirati Airlines creates a friendly relationship and good reputation with the public and improving the market for its services. Among the live case scenarios of the philanthropic and community interaction of Emirate Airlines is its support of 2014 Dubai World Cup. The Airline provides financial support for events that campaigned for the World Cup in the UAE and other countries. This move acted as an advertisement campaign as well as corporate responsibility strategies, (Emirates, 2016).

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