Developing Effective Corporate Communication And PR For Mary’s Aussie Adventures Tours

Activities

Corporate communication department plays an effective role for developing the strong relationship between the employers and customers by understanding the perspectives of the target market (Pearson, 2016). Through the corporate communication initiatives, the inside and outside communication activities are being observed, which reflects through the brand reputation of the company. The study has been developed depending on the corporate communication and PR needs of a tourist organization called Mary’s Aussie Adventures Tours, which provides its services particularly to the Asian customers. In order to get connected with its customers, the company has developed a separate administrative department where the corporate quarries of the tourists are being solved by the staffs. As the organization is based on Sydney and mainly focused on the Asian visitors, in that case, it has become important for focusing on different corporate communication and public relation areas so that the marketing can be properly done. In this study, two important areas of corporate communication and PR such as effective team communication and developing effective organizational culture have been introduced so that the business growth can be achieved.

Aim of this study is to introduce effective training program for the employees so that the corporate communication ability can be increased in the workplace.  On the other hand, through the training development plan, public relation will be focused so that the business objectives can be properly achieved.

• To identify the different areas in which the improvement is required for improving corporate communication and public relation
• To provide effective training to the employees for increasing its business revenue 55 in coming 2 years
• To provide recommendations for better improvement in public relations

Activities	1st to 3rd Week	4th to 10th week Save Time On Research and Writing Hire a Pro to Write You a 100% Plagiarism-Free Paper. Get My Paper	11th to 13th  Week	14th to 17th  Week	18th to 21st  Week	22nd  to 23rd  Week	24th  Week
Identification of the issues	ü
Develop training plan and budget	ü	ü
Training plan with budget will be presented to the higher authority		ü
After confirmation from the authority, training objectives will be clarified to the participants		ü	ü	ü
Understanding the needs and demands of the participants  changes will be done				ü	ü	ü
Learning materials will be shared to the participants					ü	ü
Analysing the ability of the participants different tests will be taken by involving them in unfamiliar situations						ü
At the end of the training program, based on the performance thee participants will be appreciated with scores						ü	ü
Monitoring of the entire process will be done							ü

(Created by author)

Importance of developing the training program

Corporate communication and public relation development has become the major concern for travel organizations for sustaining in the competitive business environment (Ferguson, 2018). Analyzing the growth in Australian tourism industry, it can be said that due to various economic as well as technological opportunities, competition among the organizations for bringing the unique services in the market has been increased. In the words of Avidar (2017), in case of tourism sector, public relation has become necessary for understanding the changing needs and demands of the customers. On the other hand, by arguing this Pearson (2017) stated that it cannot be denied that through the PR initiatives, management can be able to develop the bridge between customer and department so that the communication flow can be smoothly maintained. Analyzing the situation in Mary’s Aussie Adventures Tours, it has been identified that it mainly serves the Asian visitors. Being an Australia based organization, it cannot be denied that the cultural gap between the target customers and the management can create the challenging situation for the organization. On the other hand, due to changes in culture, the behavioral perspectives of the target market can be different. In this situation, it is important for the organization to train its employees for improving the public relations so that standard quality of services can be provided by the authority.

Importance of developing the training program

Analyzing the situation in the organization, it can be said that the training and development program needed to be developed depending on the areas such as effective team communication and developing effective organizational culture. Team communication plays an essential role for bringing the time management skills as well as maintaining the accuracy in the workplace (Harris & Sherblom, 2018). Through the effective team communication, it will be easier for helping individuals to clarify their responsibilities. In case of the organization called Mary’s Aussie Adventures Tours, effective team communication can be developed through both the verbal and nonverbal communication activities. It can help to maintain the collaboration between the employees and management. In the words of Boies, Fiset and Gill (2015), it is true that in case of handling the customers, which belongs from a totally different culture and language, sometimes, stress and anxiety among the employees can be increased, which can influence the service standard of the employees. By continuing this Jauhari and Bharwani (2017) opined that if the service standard gets compromised, that can directly impact on the customer relationship practices. In that case, effective team communication can play an influential role for managing the internal environment in the workplace. By developing effective organizational culture, the effective team communication can be introduced, which can help to provide standard service.

According to Hussain, Konar and Ali (2016), organizational culture is being developed depending on the attitude, values and beliefs. In case of service providing industries like tourism, the organizational culture plays an effective role for defining the mission and vision of the company to the employees in an effective manner. It is also beneficial in terms of increasing the ability of the staffs in workplace. Proper interaction among the employees can play an influential role for developing the effective organizational culture (Lee, Shiue & Chen, 2016). In case of tourism industry, managing effective organizational culture plays a crucial role for striving the good impression on customers’ mind.  In case of Mary’s Aussie Adventures Tours, if the proper organizational culture can be developed, it can be beneficial in terms of securing the long term commitment from the employees, which indirectly help to gain the competitive advantages. Analyzing the current marketing trend in tourism industry, it has been identified that story telling has become highly popular among the customers (Hartnell et al., 2016). In that case, by developing the effective organizational culture, grate stories can be introduced by the organization, which will be beneficial for grabbing the attention of the customers. In case of dealing with the foreign clients, understanding different cultural perspectives of the customers is important for providing better service. If the internal organizational culture can be properly developed, it can help to increase the service efficiency that will be beneficial in terms of bringing the ability for working with diversified cultural people.  

Developing effective team communication

Aristotle’s Model

Aristotle’s Model were developed by a Greek philosopher namely Aristotle. In the Aristotle’s Model, the speech and the speaker are mainly being focused. The Aristotle’s Model can be divided into five important elements such as Occasion, audience, speaker, speech and effect. Through this model, the human nature has been explored scientifically. While exploring the human nature the liner model of communication were developed developing on the oral communication process.

Figure: Aristotle’s Model

(Scope: Bombelli, 2018)

In the above model, five important elements of communication have been discussed in the linear manner. The model has mainly focused on the activities of speaker. In this model, audience play the passive role (Fahimifar & Aladal, 2016). After understanding the needs and demands of the target audience, the speaker organizes the speech. As per the author, depending on the authenticity of the speech, the attention of the audience is being grabbed. In this speaker based communication model, it has been discussed that the effect of the speech of the speaker reaches to the audience in liner process. In this model, three important elements of communication are being discussed. Those are Ethos, pathos and logos. Ethos is an important characteristics of the speaker that makes the person credible in front of the audience (Baruah & Ward, 2015). Depending on the expertise and position, the credibility can be increased, which makes a person an effective speaker. Pathos is another important characteristics of human that increase the interest of people for being credible (Kaptein, 2017). By developing the emotional bond between the audience and speaker, the pathos can be developed. As an example, in case of rural areas, where people suffer for water and electricity, in such places, the politician promises them to provide their necessary services. Through this conversation, the emotional bonding between the politician and audience is being developed. In case of Mary’s Aussie Adventures Tours, it can be said that encouraging the pathos characteristics among the leaders, it will be beneficial for developing a strong bond between the team leaders and team members. It can help to encourage the employees to give their full effort for achieving the organizational goals and objectives. Logos indicates the sense of logic, which is important for the speaker for making understand to the audience about the discussion (Baruah & Ward, 2015). It is very important for the employees to adopt logical understanding skills, so that they will be able to help the customers to understand their thoughts. This skill is also important for convincing the people for experiencing services provided by the organization.  

Developing effective organizational culture

Lasswell’s Model was developed by communication theorist Harold D. Lasswell in the year 1948. Lasswell’s Model is being considered as one of the effective communication models, adopted by the organizations in the workplace. It is an important verbal communication model, in which the different segmentations of communication process are being analyzed depending on the linear unidirectional process. The focus on the model is broken down in different elements such as who, what, medium of communication and to whom the communication needs to be reached. By formulating the effective message, flow of communication is being maintained.

Figure: Lasswell’s Model

(Source: Sapienza, Iyer & Veenstra, 2015)

Depending on different communication tools, the communication elements are being analyzed (Wenxiu, 2015). It is true that depending on different analysis tools, the entire communication elements are being observed. By developing the mass communication process, the model helps to develop interpersonal communication in the workplace. In case of developing the group communication in various situations, Lasswell’s Model of communication is very effective. By developing the effective communication process, Lasswell introduced the relationship between facts to be presented and its different consequences. Depending on the components, the outcome of the communication process can change. In case of sustaining in the competitive tourism sector, the Lasswell’s Model can be properly implemented for increasing the team communication efficiency of the employees (Alston, 2017). It can be said that depending on the organizational situation, it will be easier for the company to develop effective interaction process in the workplace. As a result, it will be easier for the company to gain competitive advantages in the market.

Depending on different paradigms, the theory of organizational culture is being developed. Culture is the sense that helps to understand and idealize the system thorough which the values and beliefs of the audience can be analyzed. The organizational culture can be developed depending on the three levels such as artifacts, espoused values and basic underlying assumptions. As per Edgard Schein, the organizational culture can be developed depending on organizational development, learning and planned changes, which cannot be understood without considering the essentiality of cultural aspects (Schein, 2015).

Artifacts: Visual organizational structure is being defined through this level. It is hard to understand (Cameron & Green, 2015).

Espoused values: Strategic goals and philosophies of the organization are being addressed through this process.

Basis assumptions and values:  Depending on the basic assumptions and values of the organization, the organizational culture is being developed. By identifying the key understanding factors of the organizational culture, the values of the organization is being analyzed.

Aristotle’s Model of communication

In order to implement an effective training plan, it is very important for the organization to focus on doing the training needs analysis program (Schein, 2015). With this initiatives, it will be easier for the organization to identify the problem in the organization, depending on which the improvement is needed. In that case, identifying the areas, in which the improvement is required, a training plan can be developed, in which the entire budget of planning, numbers of participants, training timing, and numbers of trainers will be mentioned. Developing an effective training plan, permission from the higher authorizes will be taken. In this case the training plan will be developed for 6 months, in which the internal organizational culture and employee communication will be improved.

Training plan

Training time: 10:30 A.M to 2:30 P.M

Venue: 121 circular road, Sydney.

Duration: 6 months

Numbers of participants: 40

Stage 1: In the initial stage of training, training and development objectives needs to be clarified to the participants. This process is very important for implementing the effective business practices in the workplace so that the participants will understand their roles and responsibilities. As the training and development process will be developed depending on the emerging issues in the tourism industry, in that case the research and development needs to be done in a right manner.

Stage 2: In this stage, the training process will be designed in both the PDF and Doc format. In this process, analyzing the ability of individuals, the learners will be asked for providing their individuals’ opinion on the topic. With this initiatives, proper interaction between the trainer and the participants will be developed, which can be beneficial for understanding the actual problems which are being faced by the participants while performing their jobs. On the other hand, during this process, the trainer will also be able to understand if the participants are aware of their job responsibilities or not. The learning content will be developed based on the information, which will be gathered by the trainer while communicating with the participants. It can be assumed that this initiatives can help to improve the interaction process in the training team. Through different small group discussion and different power point presentations, the learning materials will be provided to the participants. As the main motive of the training program is to improve the service standard as well as develop the corporate communication, in that case, the learning material will be based on the cultural values and behavioral perspectives of the target customers of the organization.

Stage 3: In order to increase the efficiency of the participants, they will be involved in unfamiliar situation and ask than to deal with the situations. In this process, the trainer will be able to understand the problem solving ability of the participants. This process is very effective as in this process the participants solve the issues by using their previous knowledge. Therefore, the practical implication of the learning materials will be effectively done in this process. Time management ability of the participants will also be increased in this process. On the other hand, asking the participants to represent their idea for solving different unfamiliar issues, the confidence as well as efficiency of the employees can be increased. In this process, it will be easier for the trainer to identify creative skills of the employees.

Stage 4: This is the final stage, in this stage, if the participants have successfully gathered the training knowledge or not is being examined. In case of this training plan, a written and practical exam of the participants will be done, Depending on the grades collected by the participants, special award will be provided so that the employees will get motivated. Depending on the feedbacks provided by the trainer, the job responsibilities will be divided among the employees depending on their abilities. By providing such flexible working environment the organizational culture can be developed, which can help to maintain the service standard. On the other hand, through the training and development process, interaction among the employees can be developed, which can help to develop healthy organizational culture in the workplace.

Gap analysis

Analyzing the entire training plan, it can be assumed that in case of implementing the training plan effectively, different workshop could have been beneficial for the employees. In this process, the popular business personalities could have been invited so that they could encourage the employees. On the other hand, after completion of the training plan, proper monitoring plan needs to be developed so that it can be identify the training knowledge is properly being applied in the workplace or not. I also believe, after completion of the training program, each of the participants should be asked if the training program has satisfied their expectation or not. With this initiative, it will be easier for understanding if the gap between knowledge and reality could have been reduced or not.

Conclusion

In this study, it can be said that in order to survive in the competitive business environment, it has become necessary for thee organizations to introduce effective training and development plan so that the organizational efficiency can be maintained. Depending on the situational analysis it has been identified that the Mary’s Aussie Adventures Tours needs to focus on bringing improvement by introducing the training program based on effective team communication and developing effective organizational culture. With this initiatives, it will be easier for the organization to provide standard quality of services to the customers. On the other hand, in case of developing the training plan, different issues based on the monitoring and achievement analysis have been assumed. In order to avoid such situations, a training monitoring team can be developed, which will maintain the weekly report of performance. As a result, business objectives as well as improvement can be introduced in the workplace.

Reference list

Alston, C. R. (2017). Service Standards in Higher Education: Lasswell’s Communication Model as a Training Tool (Doctoral dissertation, Eastern Illinois University).

Alvesson, M. (Ed.). (2016). Organizational culture. Sage.

Avidar, R. (2017). Public relations and social businesses: The importance of enhancing engagement. Public Relations Review, 43(5), 955-962.

Baruah, B., & Ward, A. (2015). Metamorphosis of intrapreneurship as an effective organizational strategy. International Entrepreneurship and Management Journal, 11(4), 811-822.

Boies, K., Fiset, J., & Gill, H. (2015). Communication and trust are key: Unlocking the relationship between leadership and team performance and creativity. The Leadership Quarterly, 26(6), 1080-1094.

Bombelli, G. (2018). Emotion and Rationality in Aristotle’s Model: From Anthropology to Politics. In Aristotle on Emotions in Law and Politics (pp. 53-89). Springer, Cham.

Cameron, E., & Green, M. (2015). Making sense of change management: A complete guide to the models, tools and techniques of organizational change. Kogan Page Publishers.

Char-lee, J. M., Becken, S., & Watt, M. (2016). Learning through a cluster approach: lessons from the implementation of six Australian tourism business sustainability programs. Journal of Cleaner Production, 111, 348-357.

Fahimifar, A., & Aladal, M. F. (2016). A study on challenges in characterization of the innocents’ characters in Aristotle’s model screenplays. International Journal of Humanitites, 22(2).

Ferguson, M. A. (2018). Building theory in public relations: Interorganizational relationships as a public relations paradigm. Journal of Public Relations Research, 30(4), 164-178.

Harris, T. E., & Sherblom, J. C. (2018). Small group and team communication. Waveland Press.

Hartnell, C. A., Kinicki, A. J., Lambert, L. S., Fugate, M., & Doyle Corner, P. (2016). Do similarities or differences between CEO leadership and organizational culture have a more positive effect on firm performance? A test of competing predictions. Journal of Applied Psychology, 101(6), 846.

Horner, S., & Swarbrooke, J. (2016). Consumer behaviour in tourism. Routledge.

Hussain, K., Konar, R., & Ali, F. (2016). Measuring service innovation performance through team culture and knowledge sharing behaviour in hotel services: a PLS approach. Procedia-Social and Behavioral Sciences, 224, 35-43.

Ingram, T. N., LaForge, R. W., Williams, M. R., & Schwepker Jr, C. H. (2015). Sales management: Analysis and decision making. Routledge.

Jauhari, V., & Bharwani, S. (2017). An exploratory study of competencies required to cocreate memorable customer experiences in the hospitality industry. In Hospitality Marketing and Consumer Behavior (pp. 159-185). Apple Academic Press.

Kaptein, M. (2017). When organizations are too good: Applying Aristotle’s doctrine of the mean to the corporate ethical virtues model. Business Ethics: A European Review, 26(3), 300-311.

Lee, J. C., Shiue, Y. C., & Chen, C. Y. (2016). Examining the impacts of organizational culture and top management support of knowledge sharing on the success of software process improvement. Computers in Human Behavior, 54, 462-474.

Pearson, R. (2016). Beyond ethical relativism in public relations: Coorientation, rules, and the idea of communication symmetry. In Public relations research annual (pp. 77-96). Routledge.

Pearson, R. (2017). Business ethics as communication ethics: Public relations practice and the idea of dialogue. In Public relations theory (pp. 111-131). Routledge.

Sapienza, Z. S., Iyer, N., & Veenstra, A. S. (2015). Reading Lasswell’s Model of Communication Backward: Three Scholarly Misconceptions. Mass Communication and Society, 18(5), 599-622.

Schein, E. H. (2015). Organizational psychology then and now: Some observations. Annu. Rev. Organ. Psychol. Organ. Behav., 2(1), 1-19.

Stephens, T., De Silva, A. P., Beane, A., Welch, J., Sigera, C., De Alwis, S., … & Abeynayaka, A. (2017). Capacity building for critical care training delivery: Development and evaluation of the Network for Improving Critical Care Skills Training (NICST) programme in Sri Lanka. Intensive and Critical Care Nursing, 39, 28-36.

Wenxiu, P. (2015). Analysis of new media communication based on Lasswell’s “5W” model. Journal of Educational and Social Research, 5(3), 245.