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David answered on
Dec 26 2021
Assessment 1: Report 1
REPORT ON ENHANCING CORPORATE COMMUNICATIONS AND PUBLIC
RELATIONS: TEH CONTEXT OF JOHN’S OUTBACK ADVENTURES TOURS
By:
Institution’s Name:
Course Title:
Date:
Assessment 1: Report 2
Report on Enhancing Corporate Communications and Public Relations: The Context of
John’s Outback Adventures Tours
Introduction
Having an effective corporate communication plan and sustaining ethics in public
elations (PR) practices should be deemed imperative for the management of any organization
that is striving to expand its customer base and to sustain its market share (without disrupting the
process of continuing with the market reputation). In the hospitality and tourism industry,
establishing proper communication strategies and identifying and implementing the right PR
policies are essential to the utmost. It has been observed that any organization that is related to
the hospitality or tourism industry must put much emphasis on the development and
implementation of an appropriate corporate communication plan that would also help the
organization in sustaining ethical practices in the context of PR. It is to explore, analyze, and
identify why and how corporate communications and ethical PR practices can improve the
market image of a tourism organization that need analysis for John’s Outback Adventures’
corporate communications plan and PR strategies should be done. It has to be taken into account
that, John, the owner of John’s Outback Adventures Tours, which operates from Sydney,
Australia, has recently found out some shortcomings in the company’s corporate
communications and PR areas, and he thinks that those areas need special attention. He has taken
into consideration the need of emphasizing on the preparation of an effective corporate
communication literature, intercultural communication (particularly in relation to Chinese
people), conflict management, development of an effective organizational culture, development
of an effective team communication process, resolution of ethical issues in PR, and evaluation of
the roles of corporate communications and PR writer. But considering the fact that the company
Assessment 1: Report 3
mainly deals with International tourists, mainly coming from China, it is essential to first put
emphasis on two of the concerned aspects, viz. development of an intercultural communication
strategy, especially in relation to Chinese clients, and addressing the ethical issues in the
company’s PR.
Analysis
John’s company needs to improve on its intercultural communication strategies and on its
PR strategies (to ensure that the sphere of PR is devoid of unethical practices or means). But to
ing about the improvement, the employees of the organization needs to be trained on how to
develop intercultural communication means and strategies and on how to refrain from
committing unethical actions in the practice of PR. Firstly, as it has been observed that John’s
Outback Adventures Tours, which operate from Sydney, Australia, deals with international
tourists and mainly with clients from China; there is a need on the part of the company’s
management and its employees to develop an intercultural communication plan that would help
them in effectively dealing with the Chinese clients. As the business’ profitability is largely
eliant on the feedback and satisfaction levels of the Chinese clients; it is needed for the company
to develop and implement an intercultural communication plan (that would appease the cultural
and touring needs of the Chinese clients) and in which the employees could be trained.
In the tourism industry, employees must be properly trained in developing good
intercultural relationships as they usually have to deal with people coming from different
cultures of different countries. The employees of John’s company should also be properly trained
in this respect in order to expand the client base for the company through the establishment of a
good company-client business relationship. It is noteworthy, in this respect, that, “As global
Assessment 1: Report 4
competition intensifies, It is becoming necessary for organizations to establish strong
elationships with a culturally diverse set of employees, interorganizational partners as well as
customers. In order to manage these relationships effectively, organizations need a means to
understand and improve global inter-cultural communications” (Harvey & Griffith, 2002). The
management and employees of John’s Outback Adventures Tours must understand that proper
training is needed to understand the complexities ingrained in intercultural relationships, and
they must develop different perspectives in respect of analyzing such complexities. The
employees of the company must be trained in order to communicate effectively with the
diversified client segments that are constituted of individuals having unique national and
organizational cultures (Harvey & Griffith, 2002). Hence, it is imperative for the company’s
management to provide training for its employees on the effective way of establishing
intercultural communication means and processes to deal with the international client (and to
eventually influence them to become repeat and loyal customers). There are cultural differences
etween Australians and the Chinese people (and other people from other nationalities who are
John’s clients), and as the employees of John’s company have to deal more with Chinese clients,
they need to get trained in how to develop intercultural communication strategies to develop their
usiness relationships with Chinese clients. They must also be trained to evaluate and understand
the Chinese socio-cultural and business culture dimensions. Employees at John’s Outback
Adventures Tours (JOAT) must be trained in first differentiating between high and low context
communication and then they must be trained to develop insights into which context is suitable
for communicating and establishing good relationship with clients coming from China. In respect
of high and low context communication, the employees at JOAT must understand the difference
etween high context and low context communication. They must understand that “In high-
Assessment 1: Report 5
context communication, the message cannot be understood without a great deal of background
information. Low-context communication spells out more of the information explicitly in the
message” (Hooker, 2008). The employees at JOAT must be made aware of the fact, through
training, that the Chinese clients actually belong to a culture that should be considered as a high-
context one (Kim, Pan & Park, 1998). The employees at JOAT must be trained to demarcate
etween the expectations of clients coming from nations like the United States and clients
coming from nations like China. They must be trained in understanding thoroughly the fact that,
while American clients are more prone to exhibit tendencies consistent to low-context cultures,
the Chinese clients are more socially oriented, more confrontation avoiding, and they...