Public Relations Plan

Public Relations Plan

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Public Relations Plan


The organization of interest is American Airlines, which belongs to the holding company known as American Airlines Group. The establishment of the Airline was in 1930 following the consolidation of American Airways with smaller airlines (, 2015). It was located in New York where it continuously maintained its presence in the Aviation Industry. The American Airlines was then relocated to Fort Worth in Texas where it has developed reputable services for the past three decades. During this period, it has contributed an approximated $100 billion in the global and United State’s economy (, 2015). Since its establishment, it has also donated to the American workforce by availing an estimated one million jobs. Additionally, it has extended benefits to the Non-profitable organizations globally.


Owing to the fact that American Airlines provides its services globally, its purpose is to promote diversity from a business aspect. According to the vision of the airline, it is clear that diversity is a tradition of the organizational setup where people of all ethnic groups are welcomed and served efficiently. Equality is a facet of diversity that is also encouraged in the organization.


The main purpose of American Airlines is to achieve maximum corporate responsibility performance. This form of performance covers a wide range of activities and componential factors. They include effective governance, community engagement, offering excellent customer services, safety performance as well as complying with ethics and standards of the authoritative aviation bodies (, 2015). Some of the issues that the organization seeks to address in order to ensure the stakeholders of high performance include customer safety, labor, and employee relations; short and long terms fiscal stability, satisfactory services and climatic impacts.

Negative Publicity

In the recent past, American Airlines has received a bad reputation due to various events that have occurred. According to the reports aired in media outlets, it gained negative publicity after cutting down its employees’ salaries as well as retrenching part of its workforce. Secondly, the airline filed for bankruptcy, which showed poor fiscal management and proper planning. The aforementioned events are the main occurrences that have created a bad reputation for the airline. Additionally, other happenings have been reported which have further worsened the negative publicity. For instance, in 2012, one of the flights had to land as an emergency because a seat block within the plane was wrenched loosely. These occurrences create a negative outlook on the company because it illustrates poor workmanship of the airline maintenance crew thus casting doubt over the quality of service provided to the clientele.

Goals for the Campaign

To be able to understand and strategize on the necessary strategies that can be implemented by the American Airlines in order to restore itself to its former position, it is imperative to outline the goals for the campaign designed for this function.

  1. Develop proper crisis management strategies against probable situations such as hijacking, crashes amongst others.
  2. Monitor and regulate what is said about American Airlines on reports on the airline’s operations and the social media (Caywood, 1997).
  3. Improve internal communication between the employees through communication projects.
  4. Arrange social and educational events for the staff members and executives.
  5. Ensure there is direct access to social media in order for the Airline to create a strong presence. As well as establishing important relationships with professionals in this media (Caywood, 1997).


  1. Improving reputation of American Airline
  • Advertising availability of regional services through bulletins
  • Implementing local measures that attract press such as special news, news reports and publication of bulletins
  • Announcement and advertisement of campaigns
  • Execution of relations with Blogger sites
  • Regulation and supervision of campaign in social media
  1. Generalized Promotion

– Presenting proposals on local promotion.

– Provision of services on supplier routing, which include transport companies, hotel, printing house, translation, press follow-up amongst others.

– Creation of suggestions that is sector-specific within the airline.

– Forwarding proposals that touch on promotion channels for the purpose of advertisement and outreach for media outlets (Caywood, 1997).

  1. Planning

Conducting sectoral analysis– it evaluates the status of competition levels in the aviation industry. It also details on the promotion studies, the companies with frequent flights, the perception of the public on the airline and the effective strategies for pricing (Caywood, 1997).

Creating country communication profile: This profile details on the national areas, national values, national holiday trends, and opinion modes.

Analyzing the target mass within the local region: This step is conducted in accordance with the customer, the opinion leaders and authorities that are sector-specific.

Evaluating perception and communication status of the airline: This step elaborates on a SWOT analysis of the American Airline as per the country and sector.

Evaluation Plan

  1. Cuttings

Following the campaign, the campaign professional will browse through the press clipping books to check on the performance of the PR campaign.

  1. Reach

Conduct an estimation of individuals within the target audience in order to comprehend campaign impact. This can be done through checking the frequency of the people who have seen or have been directly involved in the campaign.

  1. OTS

Measure the number of people within the target market who will view the campaign advertisement and marketing. Additional combine the elemental aspects of frequency as well as a representation of cumulative frequency of the average the advertisement will be viewed (Caywood, 1997).

  1. Frequency

Ensure messages have been communicated effectively and severally. This ensures it creates an impact. Lastly, measure the effectuality of the messages in terms of the number of people who have seen it.

  1. Outputs, Outcomes and Out takes

Evaluation completion of all activities conducted during the campaign. Measure the results of the campaign activities and the impact.

  1. Sharing of Voice

            Evaluate the output and effectiveness of the social and online media. This is specifically done on the influential channels. Employing a computer aided analysis system that evaluates media content in this step is essential. This is primarily because it is will monitor on whether the target audience has received the intended message and if the key issues have been depicted in the advertisement (Caywood, 1997). At this step, it is important to understand that these systems are also equipped with tools that track pertinent issues in the aviation industry and those affecting the competitors.

  1. Assignment of Financial Value

Analyze the equivalent value of the campaign. This is especially because it involves using advertisement. However, it is important to note that effectiveness of campaigns is achieved through PR strategies in conjunction with advertisement (Caywood, 1997). This is exemplified by the fact that editorials are preferred as compared to advertisements only. Preference is often because editorials seem more independent and provide objectivity.



Caywood, C. (1997). The handbook of strategic public relations & integrated communications. New York: McGraw-Hill.,. (2015). About us. Retrieved 30 October 2015, from






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