A Study of Public Relations in Cathay

Pacific

Presented by Cyrus, Grace, Joyce, Sam, Teddy

IntroductionIntroduction

The Background of Cathay Pacific

• local representative brands

• established in 1946

• has been expanding in the past half century

• won the Airline of the Year 2006

This fruitful outcome is contributed by

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mainly the PR department!!

Literature ReviewLiterature Review

Literature Review

• Definition • Duties • Internal Communication• Sponsorship • Promoting and advertising for company

• Handling special situations

Definition

• Public relations is the use of information and strategies to influence the public

Duties

• Financial relations a major means of carrying out

corporate strategies • Public Affairs officials channel the flow of

information, requests from organization to government

Duties

• Community Relations a chance for companies to promote

a more personal image

• Publicity and Marketing Communications

establish tie-in promotions with retailers and others

Internal Communication

• Having a good, open, two-way communication between the employer and employees

• Advantages:1. feel they are part of the company2. motivate them and improve their

performance 3. let them give feedback and suggestions

to the management

Internal Communication• can be in the form of some programmes,

which is appropriate to the culture and management style of that company

• Include: news, information and announcements, policy, staff development and success stories

help to break bad news without lowering motivation

create a harmonious environment in the company

Sponsorship

• fulfill its social responsibility by supporting community activities

• to familiarize the company name

• attract media interest

Sponsorship

• several kinds of vehicles in which some companies have used for sponsorship

sports, arts, performers, books, exhibitions and shows, charities and voluntary bodies, educational activities and TV sponsorship etc…

Promoting and advertising for company

• promotion is one of the aspects of marketing

comprises adverstising, personal selling, sales promotion and public relations

• advertising is the business of drawing public attention to goods and services

helping the company or the service become a better known name

Handling special situations

• to build up a strong fundamental of a positive image of the company

• turn the negative situatuion to positive and make the public remember the name of the company by advertising or promoting of the company

MethodologyMethodology

Interview ResultInterview Result

Selected interview questions• How would you define “Public Relations”?

• What are your duties in your company?

• Does your company hold fund raisers for charity?

• What other strategies does your company use for PR? • What is the key leading to success for running PR?

• Have you come over any difficulties during your work?

• What quality should a PR staff have?

How would you define “Public Relations”?

Ms Yu’s response:• Maintain good and harmonious

relationship with the mass media • Acts as a bridge to link up the company

and the public

bring a positive image and good reputation to the public

What are your duties in your

company?

Ms Yu’s response:1. Distribution of Press Release2. Give first-handed information to the

mass media3. Provide updated information about

aviation on the company’s website4. Editing and delivering newsletters to

internal staff

Does your company hold fund raisers for charity?

Ms Yu’s response:• Yes

e.g. sport events, festival shows, charity walk…

• Recent event: Cathay Pacific and Civil Aviation Department Co-Host Charity Run and Walk (Part of the 60th anniversary celebrations)

What other strategies does your company use for PR?

Ms Yu’s response:• Offer professional training of aviation

for youngsters

• Staff published several books and autobiographies by sharing the anecdotes

What is the key leading to success for running PR?

Ms Yu’s response:• Internal communication is vital• Advantages:

address the mission, policies and messages of the companyserve as a channel between staff and management

• Effective internal communication:1. The intranet2. Co-operate with other departments

Have you come over any difficulties during your work?

Ms Yu’s response:• Yes, examples like…

The SARS outbreak in 2003The annual dinner for the 60th anniversary celebration

• Solution: working as a crew to brainstorm ideas for solving the problems together

What quality should a PR staff have?

Ms Yu’s response:1. independent, outgoing and eloquent. 2. Must be proficient in English and

Chinese, in both immediate oral interactions and writing skills.

3. It is expected to work for long hours 4. Handle pressure and all problems with

great finesse

DiscussionDiscussion

Limitations & Limitations & SolutionsSolutions

Conclusion & Conclusion & RecommendationsRecommendations

Conclusion

• Better understanding of daily duties

• More familiar with the structure of department

• Internal and external communication

• Heavy workload and under pressure (update information frequently catch

up the ever changing business world)

• Owning certain qualities (e.g. pleasant, initiative, good in

communication)

• Gaining from research process:

1) importance of setting good questions in interview questions collecting all wanted and detailed information in a limited time

2) should not over-rely on the reference book and neglect the situation nowadays

Recommendation

Cathay Pacific Singapore Airline

Scale of company

large relatively small

Workload heavy light

Overlap workload (wasting

extra human resources)

Clear division workload

For a better improvement…

clear distinguishability

of division of work!

Q & A SessionQ & A Session

ReferencesReferences1. Dilenschneider, R. L. and Forrestal, D. J. (1994), The

Dartnell – Public Relations Handbook. The Dartnell Corporation

2. Harrison S., (2000), Public Relations – An Introduction (2nd), Business Press, Thomson Learning

3. Mike B., (1997). Running A Public Relations Department. Kogan Page.

4. Wikipedia, the free encyclopedia. (Date accessed 29 October 2006) Advertising http://en.wikipedia.org/wiki/Advertising

5. Wikipedia, the free encyclopedia. (Date accessed 28 October 2006)Promotion (marketing) http://en.wikipedia.org/wiki/Promotion_%28marketing%29

THE ENDTHE END

THANK YOU!!THANK YOU!!