Corporate communication refers to a systematic collection of activities that are used by an organisation to manage internal and external communications that focus on providing timely responses and point-of-view messages to stakeholders. The stakeholders of the Ryanair are the management, employees, investors, and customers. This corporate communications plan aims to achieve the following objectives within the firm:
- Improving the company’s customer service, identity, and image.
- Ensuring the company gains positive publicity.
- Developing a strong corporate reputation for the company overall.
Improving the company’s customer service, identity, and image
The organisation should utilise corporate communications to improve customer service. Customer service is an important aspect in business establishments because it determines the level of customer satisfaction. Customers who are satisfied by an organisation tend to remain loyal to the firm’s products and services. The communications by the company should focus on responding to concerns raised by customers on a timely basis. For example, if customers raise lateness issues about the Ryanair’s flights, then the communications department should respond by giving reasons for the issue and apologising. This would go well with customers because they would feel that the firm appreciates them. Corporate communications should be used to inform customers about important business activities of the firm. If some flights of the organisation are rescheduled, then the firm should use corporate communications to communicate the changes to customers.
Corporate identity refers to how various stakeholders perceive an organisation. The perception is important as firms endeavour to achieve their objectives. Customers should have a sense of belonging with regard to Ryanair. The organisation’s identity should be improved by using a clear trademark and branding approaches. The approaches would enable customers to have a clear perception about the firm once they see the features associated with the company.
Corporate image of a company is the mental picture that forms in a customer when the name of the firm is mentioned. The firm should use corporate communications to influence the media coverage and pronouncements. Corporate communications should focus on maintaining the corporate image of the firm because it could change overnight and affect the performance of the firm.
Ensuring the company gains positive publicity
In order for Ryanair to attract public attention, corporate communications should be utilised to gain visibility with the public. The communications will aim to make services offered by the firm known to millions of people across the world. Strategic marketing and advertising approaches will be used to attract customers. The approaches would involve pricing, brand management, sales promotion, and publication, among others. It is expected that increasing publicity of Ryanair will result in more customers of the firm.
Developing a strong corporate reputation for the company overall
A corporate reputation of a business organisation refers to how companies are assessed by their stakeholders. Corporate communications will be adopted to result in excellent assessments of the firm by its stakeholders with regard to fulfilling their business perceptions. Corporate communications will also enable the stakeholders to increase their interest in buying the firm’s products and investing in the firm’s shares. Excellent internal communications within the company will make many personnel continue working for the organisation to achieve business goals. The overall effect of a strong reputation of the company will be improved financial growth and a corresponding increase in its market share.