United Airlines Could Take Customer Service-Myassignmenthelp.Com

Question: Discuss About The United Airlines Could Take Customer Service? Answer: Introducation Public relation theories are one of the most important elements taken into consideration while managing firms. Companys image in front of public is highly depended on their performances and the way they represent themselves in front of others. Managing issues, whether internal or external, is the major function of management and to maintain balanced public relation is very significant(Cornelissen, 2000). In order to perform this job, professional skill as well as sound communication quality is necessary that can create high-quality atmosphere within organisations and with outside people. Customers, government, suppliers and employees demands operations that inculcates sound public relations and for that employers or managers needs to summarize their core objective from PR perspective. Nowadays government of many countries are considering PR practices as major strength while forming communications with associations and common public, whether the company is dealing with abode nation or globally(Hazleton, 2006). An organisation, whether small or big, has goals and objectives which can be fulfilled only by building strong relationship with their customers. In order to form strategic and critical management system, PR practitioners of the firms needs to gain knowledge about various PR theories that can be applied at the time of dilemmas. Normally the issues that happen during the course of business are different from each other and needs to be handled tactfully by applying appropriate theories. Thus having knowledge about single theory is never sufficient and good practitioners must have insight about many theories and models that can be applied to enhance PR practise in organisation(Creative Commons, 2012). Efficient PR practitioners will always make decisions that prove beneficial for the firm while developing healthy relationships with other important essentials of the business. Mass communication techniques and studies are highly appreciated by todays managers a s it helps them to look into problems with different perspectives and make decisions after evaluating the issue from different angles(Cornelissen, 2000). Therefore it becomes essential to consider different PR theories while analysing situations so as to make sound decision. In this report PR error made by United Airlines will be discussed and appropriate solutions for it will be made after applying two PR theories into the situation. Main Report The incident which occurred on 19th April 2017 will be recorded as worst PR error made by any companies in history. The incident took place in one of the flights of United Airlines where a doctor named DR David Dao was beaten by flight officials and dragged down the aircraft aisle. The flight was scheduled to Louisville in Kentucky and was about to take off from Chicago.(Chu, 2017) This incident became viral overnight and made entire public outraged immediately. More than half a billion people watched the video that was covered by other passengers present at the time of incident. In China and Vietnam the incident was interpreted as an act of discrimination as the victim belonged to Vietnam city. The beating and dragging of the victim was so intense that he had to be admitted to the hospital whereas his wife and two children, who were also present there became traumatised. Dr David had to repay the fault made by the company where United Airlines overbooked his paid reservation to othe r passengers. The company claimed that it was a technical error for which they apologised later. But the actual reason behind Dr Daos removal was that the companys four employees had to travel for flight maintenance purpose at Louisville and the flight had to make space for them(Lint, 2017). None of the employees got up from their seats and even the officials did not give an ear to Dr Daos claim. For the past many years airports have become a place of monopoly for militants and officials who force the travellers to undergo humiliating searches and guidelines. In the name of national security, their role has become violent which is clearly seen in United Airlines case(Netimperative, 2017). Presently the CEO of United Airlines is Munoz who has also won many awards for his excellence and firm dedication towards the company. Although the CEO possessed such good reputation worldwide, the decision made by him was more shocking and shows that he lacked qualities of managing PR practice in his company. The incident became more outrageous when he accused Dr Dao of being belligerent and disruptive while praising his own employees for following companys manual(London, 2017). Immediately after the incident, United Airlines lost $600 million worth shares and suffered long term consequence for public disaster. Previously too United Airlines have been marked for overbooking in name of legal considerations but media coverages was not given. In present case of Dr David, the fellow passengers made quick attempt and recorded entire scenario through their Smartphones. Immediately tweets and other social sites were filled up with the news of Dr Daos case and harsh actions taken by United Airlines. The CEO failed to admit its fault that made entire nation frenzy which again shows deficiency of PR management in Munoz(Johnson, 2017). The incident requires implementing PR practise in United Airlines and its management. If the company had included PR management, the incident would not have taken place or rather it could have been solved tactfully without hampering organisations reputation. Conclusion The PR error made by United Airlines could not be rectified but can help the company gain insight about various theories that could have prevented taking place of such incident. In public relation management, single theories are never sufficient to make any managerial decision as making sound decisions require managers to think from different PR perspectives(Chi, 2017). In due respect, this report will evaluate the case the Dr David Dao from two theoretical perspective of PR and make necessary recommendations for the management of United Airlines. Agenda setting theory is the first model that will be discussed in this report as it is one of the most critical theories applied by PR practitioners of todays firms. This theory enables the managers to examine the outside people or pupils interests who are directly or indirectly related to the firm(Spring, 2002). The increase of involvement of social media and press in firms has become an important factor that needs to be dealt critically. To determine the amount of information required to be shared with outside sources is very crucial as it may elevate or damage the image of companies. Thus Maxwell McCombs and Donald Shaw introduced Agenda Setting Theory in the year 1972 to enable the PR practitioners get model to deal with mass communication techniques and public relation practice. There is a direct relation between media and public agenda as news covered by Medias are greatly absorbed by masses according to their interest in it(Baird, n.d.). The decision made by people are signif icantly depended on social medias as they not only covey the reasons behind issues but also put in characteristics into it that makes the subject more noteworthy. The viral video coverage of Dr Dao raged common people which resulted in losses of United Airlines shares along with shattering the companys strong reputation. The agenda setting theory could have been a great help for the company according to the case as this theory could have stopped the leakage of videos from spreading by making instant effort in rectifying the issue, at least in front of general public. The agenda setting theory can be implemented in PR practises following three stages of its implementation. In the beginning stage of implementation, Policy agenda setting is made under which the amount of affect through media coverage that could influence other people is evaluated. Normally people are more affected by simple issues as those kinds of problems may happen with them also and therefore such news are spread promptly and with greater interest. Second level of agenda setting theory deals in media agenda setting that decides upon kind of informations that shall be shared by Social Medias and news publications. In second stage, journalists, communicators, editors and public representatives are contacted by PR managers of organisations to compose agenda settings. In this stage the related mediators make decision upon the type of news they would like to share with the public and hence they need to be handled critically. In the final stage of agenda setting theory, public agenda setting is done in which the eventual reaction and behaviour of community or masses is recognised which is then calculated in order to ascertain the effects of information for the company(Communication Studies, 2017). The role of PR professionals here becomes important as they represent on behalf of their company and social Medias are highly influenced by public relations maintained by organisations. Press conferences and interviews made on social sites are normally carried by PR practitioners in order to share significant informations with mass public and they put on messages that provide benefits for the firm(Communication Theory, 2017). Contradictory situation occurred in United Airlines that hampered the company adversely. The way officials treated Dr Dao in flight was so miserable that the fellow passengers got chance to cover the entire situation and showed their fury towards the company by spreading the act globally. The managers of the company instead of making corrections of their action did more damages by not accepting their fault. The CEO apologised only for their technical fault and not regarding injuries made by companys officials. The agenda setting theory shall be implemented in th e PR practices of United Airlines so that company could save itself from getting adverse affects from media coverage in future. Second most important PR theory utilised by todays mangers of organisations is Social exchange theory in which actions and reactions made by people are evaluated in terms of rewards and punishments. This means if any action performed is liked by others, rewards are credited. On the other hand if any action is not accepted or disliked, punishments in form of gesture or penalty is made. George Homans founded social exchange theory which was further developed by Peter Blau and Richard Emerson(Redmond, 2015). According to this theory people are likely to perform those tasks repeatedly which are appreciated by others instead of ones disliked by them. The segregation of actions through appreciated ones and disliked ones helps managers to decide upon what decisions shall be taken so that organisation is benefitted by it. The past experiences of rewarding and failures makes mangers job easy while making decisions(Reader, 2017). The assessment that gets continuous rewards or appreciations are inculcated in the decisions made by managers relating public relation, whereas the disliked ones or failed choices are avoided in future course. In organisations, normally the reward or punishments are represented in the form of increased or decreased profits, public empathy, publicity and brand awareness. The bad publicity or decrement in profits are normally assumed as punishments which often creates discontentment among consumers and even government may disapprove companys operation. If PR practice is not efficient, the affect of it is rigorous and is shown through decrement in manifestation of companys profits and shares along with hampering relation with stakeholders. Social exchange theory is based on the principle in which organisations tries to gain more from the decisions made and thus they relate past experiences or similar cases so that their decision is not attested as erroneous. In this theory, the interaction between people or organisations involved demands results that could be substantial or elusive(Humphrey, 2017). Whatever the result may be, motivational affect is highly depended on it. For example if a firm develops sound relation with customers, it will automatically get reflected in companys shares and thus crates a reason for motivation among employees. With developed social exchange practices in firms the chance to develop public relation increases while getting control over social media. Many researchers have also discussed pitfalls in this theory as this theory emphasises more on social configuration rather than persons. The assumptions made while deciding upon issues are merely made through past experiences and while people pe rspectives are changeable, this theory demands additional theories along with it so that sound decision is made(Mitchell, 2012). Social exchange theory can be applied on United Airlines as it may enable the management to look into issues from customers perspective and enable decision making after estimating consequences of it. The managers of the company should have evaluated the implication of harsh treatment made upon its customers and that it could affect the image of the company in front of general public. Recommendations The case study of removal of Dr David Dao from United Airline is certainly one of the most disastrous PR error made by any company which also sets an example for the companies who neglects PR practises in their organisations(Bannister, 2017). Public relation theory applied in different situations shall be considered crucially by PR practitioners so that the relation between company and public is not damaged. In the above report two major theories, agenda setting theory and social exchange theory have been discussed that can be applied in the situation of United Airlines. From the case study it can be seen that any issue related to general public is taken as an interesting topic by people and they react to it promptly. The spreading of news worldwide within few hours proves that United Airlines requires inculcating agenda setting theory into its practices. Although the CEO apologised for technical problems but only if he could make further apologies for injuries made could have saved the company from getting discontentment among people(Phelps, 2017). The immediate press conferencing and interviewing with the news channel in which the CEO himself shows apology could have rectified the mistakes made by staff. Since the companys staff lacked moral ethics as they dragged Dr Dao brutally from aircraft aisle, the company must make arrangements for PR training programmes for them in which all the employees are taught about various PR models and theories so that such mistake is not made further. The social exchange theory can also provide immense help to the managers and the CEO of United Airlines. Under this theory the managers can take decisions after considering past experiences(O'Rourke, 2017). While public relations are considered, it becomes duty of the PR practitioners to maintain sound relations with people. PR theories as discussed in this report could provide assistance to the mangers of the firm by enabling sound PR practices in United Airlines(Cornelissen, 2 000). On concluding note it can be said that public relation managers and CEO of companies shall always look into issues from different PR perspectives and make decisions only after evaluating probable result of it so that the relation between them and public is maintained in healthy manner. References Baird, J., n.d. AGENDA SETTING AND THE PUBLIC RELATIONS INDUSTRY. [Online] Available at: https://sites.psu.edu/jamiebaird/agenda-setting-theory/ [Accessed 03 October 2017]. Bannister, K., 2017. Lessons in Crisis Management From the United Incident. [Online] Available at: https://www.brandwatch.com/blog/lessons-crisis-management-united-incident/ [Accessed 03 October 2017]. Chi, L., 2017. Not so friendly skies: United Airlines' public relations disaster. [Online] Available at: https://www.bbc.com/news/business-39562182 [Accessed 03 October 2017]. Chu, B., 2017. The treatment of David Dao by United Airlines is a lesson in the economics of air travel. [Online] Available at: https://www.independent.co.uk/voices/united-airlines-david-dao-lesson-in-the-economics-of-air-travel-a7685921.html [Accessed 03 October 2017]. Communication Studies, 2017. Agenda Setting Theory. [Online] Available at: https://www.communicationstudies.com/communication-theories/agenda-setting-theory [Accessed 03 October 2017]. Communication Theory, 2017. Agenda setting theory. [Online] Available at: https://communicationtheory.org/agenda-setting-theory/ [Accessed 03 October 2017]. Cornelissen, J.P., 2000. Toward an Understanding of the Use of Academic Theories in Public Relations Practice. [Online] Available at: https://engine.koduleht.net/templates/kajatampere/files/mdl_files.php/academic_theories_of_pr.pdf [Accessed 03 October 2017]. Creative Commons, 2012. Models and Approaches to Public Relations. [Online] Available at: https://2012books.lardbucket.org/books/public-relations/s04-models-and-approaches-to-publi.html [Accessed 03 October 2017]. Hazleton, C.B.a.V., 2006. Public Relations Theory 2. [Online] Available at: https://mlkent.com/PDFs/Taylor_Kent_PRT_2006.pdf [Accessed 03 October 2017]. Humphrey, H., 2017. Social Interaction Theories. [Online] Available at: https://classroom.synonym.com/social-interaction-theories-12080765.html [Accessed 03 October 2017]. Johnson, D., 2017. Crises Management Lessons From United's Debacle. [Online] Available at: https://www.strategicvisionpr.com/crisis-management-lessons-uniteds-debacle [Accessed 03 October 2017]. Lint, J., 2017. United Airlines Incident Provides Management Case Studies for Business Schools. [Online] Available at: https://onlinecareertips.com/2017/04/united-airlines-management-case-studies/ [Accessed 03 October 2017]. London, E., 2017. The United Airlines beating of David Dao and the case for public ownership of the airline industry. [Online] Available at: https://www.wsws.org/en/articles/2017/04/12/unit-a12.html [Accessed 03 October 2017]. Mitchell, R.C.a.D.M.Q., 2012. Social Exchange Theory, Exchange Resources, and Interpersonal Relationship: A Modest Resolution of Theoretical Differences. [Online] Available at: https://www.researchgate.net/publication/261286833_Social_Exchange_Theory_Exchange_Resources_and_Interpersonal_Relationship_A_Modest_Resolution_of_Theoretical_Differences [Accessed 03 October 2017]. Netimperative, 2017. Crisis management case study: United Airlines. [Online] Available at: https://www.netimperative.com/2017/05/crisis-management-case-study-united-airlines/ [Accessed 03 October 2017]. O'Rourke, J.S., 2017. How United Airlines could take a customer service lesson from Delta. [Online] Available at: https://www.foxnews.com/opinion/2017/04/11/how-united-airlines-could-take-customer-service-lesson-from-delta.html [Accessed 03 October 2017]. Phelps, S., 2017. Five Lessons From United Airlines About Handling A Customer Experience Gone Bad. [Online] Available at: https://www.forbes.com/sites/stanphelps/2017/04/13/five-lessons-from-united-airlines-about-handling-a-customer-experience-gone-bad/#4a6146627bf6 [Accessed 03 October 2017]. Reader, C., 2017. Social Exchange Theory in the Workplace. [Online] Available at: https://bizfluent.com/info-8272121-social-exchange-theory-workplace.html [Accessed 03 September 2017]. Redmond, M.V., 2015. Social Exchange Theory. [Online] Available at: https://lib.dr.iastate.edu/cgi/viewcontent.cgi?article=1003context=engl_reports [Accessed 03 October 2017]. Spring, M.S., 2002. Agenda Setting. [Online] Available at: https://zimmer.csufresno.edu/~johnca/spch100/7-4-agenda.htm [Accessed 03 October