Crisis Management
SPD4287 Public Relations and Crisis Management
Semester One, 2012/13
Group Project
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TABLE OF CONTENTS
Item Content Page
Executive Summary 1
Part A – Crisis Analysis
1. Crisis 2 – 3
2. Analysis 4 – 5
3. Response 6 – 8
4. Comment 9
5. Recommendation 10
Part B – Public Relations Plan
1. 5-step PR Management Process 11 – 14
2. Image Restoration 15
3. Reputation Rebuild 16 – 17
Executive Summary
Hong Kong Airlines was in a state of chaos after a severe typhoon Vicente roared into Hong Kong, shuttering much of the city. Hundreds of Hong Kong Airlines’ passengers at check-in counters were upset and angry. Some ground crew members complained they had been working non-stop for more than 24 hours before being able to go home. All these had turned routine management issues into crisis. HAECO stopped providing her services. Without HAECO’s services, Hong Kong Airlines faced frequent flight delays .The efficiency of Hong Kong Airlines to response the crisis is far from satisfactory.. Reporters were also unable to get in touch with the communication department of Hong Kong Airlines for their responses on the chaos.
Hong Kong Airlines should set up five-step public relations process to survive from the crisis. For the environmental scanning, budget airline is an airline that generally has lower fares and fewer comforts. She should increase the freight punctuality rate. For planning, they should increase the pushback car and give promise to improve the freight punctuality rate. Endorsing spokesperson Tony Hung can enhance the awareness of Hong Kong Airlines. For the message design and execution, they should emphasize on the freight punctuality rate and openness. Finally, they should evaluate the freight punctuality rate and the rate of passengers via Hong Kong International Airport.
For the image restoration, Hong Kong Airlines should offer corporate apologia
Semester One, 2012/13
Group Project
[pic]
[pic]
TABLE OF CONTENTS
Item Content Page
Executive Summary 1
Part A – Crisis Analysis
1. Crisis 2 – 3
2. Analysis 4 – 5
3. Response 6 – 8
4. Comment 9
5. Recommendation 10
Part B – Public Relations Plan
1. 5-step PR Management Process 11 – 14
2. Image Restoration 15
3. Reputation Rebuild 16 – 17
Executive Summary
Hong Kong Airlines was in a state of chaos after a severe typhoon Vicente roared into Hong Kong, shuttering much of the city. Hundreds of Hong Kong Airlines’ passengers at check-in counters were upset and angry. Some ground crew members complained they had been working non-stop for more than 24 hours before being able to go home. All these had turned routine management issues into crisis. HAECO stopped providing her services. Without HAECO’s services, Hong Kong Airlines faced frequent flight delays .The efficiency of Hong Kong Airlines to response the crisis is far from satisfactory.. Reporters were also unable to get in touch with the communication department of Hong Kong Airlines for their responses on the chaos.
Hong Kong Airlines should set up five-step public relations process to survive from the crisis. For the environmental scanning, budget airline is an airline that generally has lower fares and fewer comforts. She should increase the freight punctuality rate. For planning, they should increase the pushback car and give promise to improve the freight punctuality rate. Endorsing spokesperson Tony Hung can enhance the awareness of Hong Kong Airlines. For the message design and execution, they should emphasize on the freight punctuality rate and openness. Finally, they should evaluate the freight punctuality rate and the rate of passengers via Hong Kong International Airport.
For the image restoration, Hong Kong Airlines should offer corporate apologia