IPR- a study of China Eastern Airline

Running Head : A STUDY OF CHINA EASTERN AIRLINE

Public relations

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Introduction

Public Relations (PR ) is responsible for creating and maintaining relationships between organizations and their clients . This is achieved through brand management , advertising , media relations and crisis management . The common goal in all these initiatives is to cultivate and foster interest , belief and trust in a product or company that will in the long run enhance the performance of the organization . The situation gets a bit more complicated

for organization if their operations are multinational . This is because they have a larger number of individuals to reach out to . Multinational organizations have realized the importance of keeping a closely guarded mutual relationship between them and their clients in the global platform . This has presented a challenge to them as international public relations require a larger budget and additional resources than in the case of domestic market . Subsequently there have mushroomed professional practitioners in this field who carry out public relation work for other organizations . Whether the work is delegated to professionals or is done by the organization itself the objective remains the same . Among the many organizations trapped in the global platform operate in the pharmaceutical industries and airlines

In this we deeply discuss the IPR strategies in relation to China Eastern Airlines . In the we look at the methodology part of obtaining information about the company by conducting an interview . We look at what to ask in the interviews and the expected responses and their relevance to the study

Industry overview

Competition fuels the rivalry between competitors as displayed by aggressive public relations strategies that the market is exposed to Being one of the biggest industries in the world , it would be expected that the market size of the air industry is quite large . However competition between air travel and other modes of transport is greater than competition between the industry players . This according to a joint meeting between the management of top airline executives is what is worrying the industry . In a joint initiative they promised on working together to boost the levels of air travel as competition by other means of transport and the threat of terrorism was a threat to them . However this might be not the case from empirical evidence . In fact according to

HYPERLINK "http /www .aviation .com /travel /080114-china-2008-olympic-games-aviation .htm http /www .aviation .com /travel /080114-china-2008-olympic-games-aviation htm airlines passenger volume in China alone has in the last five years been expanding with an average of 17 .5 per year . With such growth rates the companies have to keep on expanding their operations to meet the overwhelming demand . Fronting their image as the choice among air travel consumers is what the companies are doing feverently . This has been delegated to the company 's respective IPR departments

Methodology

This regards how I opted to collect information regarding the company 's public relations strategy on an international level . My choice of data collection was conducting...