Yinuo Zhu

Background

United Airline is an American major airline headquartered in Chicago, Illinois.

World’s most comprehensive route network.

374 Destinations (airports served) 235 Domestic destinations (airports served) 139 International destinations (airports served)

58 Countries Served 5,166 Daily Departures 139 Million passengers in 2013

World’s most comprehensive global route network, including world-class international gateways to Asia and Australia, Europe, Latin America, Africa and the Middle East with non-stop or one-stop service from virtually anywhere in the United States. A modern fleet which is the most fuel-efficient among U.S. network carriers (when adjusted for cabin size).

Industry-leading loyalty program that provides more opportunities to earn and redeem miles worldwide. Optimal hub locations, including hubs in the four largest cities in the United States. More than 85,000 employees reside in every U.S. state and in countries around the world.

History

United Airlines was founded in Boise, Idaho in 1926, the carrier flew the first Contract Air Mail flight in the U.S. on April 6, 1926, marking the first scheduled airline service in the country's history.

After winning the first government contract to provide commercial air-mail service, Walter Varney launched the service between Pasco, Washington, and Elko, Nevada, on April 6, 1926. That air transportation service was the predecessor of the modern United Airlines, and the airline marks that contract as the beginning of the company.

Code of Ethics

It is our mission to transport you with the highest levels of safety, security, and customer service. To make our customers feel satisfied with our service is always the first thing for us to consider. We will always consider your comfortable level to fly with us over any other things under any situation. Efficiency and reliability are always committed in the service.

We care not only about our business, but also to help the world’s needs, thus we will keep helping the international children adoption service and some other needs. Environmental friendly is one of our core beliefs, and we will never do business with any company who is in the opposite situation with us.

It is always more than welcome for us to receive feedbacks from people for everything we do. We respect all the feedbacks we receive from everyone with all kinds of expectations for us, and we will always work as hard as we can to achieve the goals to satisfied people.

Situation

Situation Analysis

United Airlines is considered one of the five worse airlines to travel with, and it’s also one of the 18 worst companies in America according to ACSI.

This year they have had complains about packing as many people as possible in their planes, and the high baggage fees.

They have been fined by the Department of Transportation for delaying rightful refunds to passengers, and more long tarmac delays than any airline.

Some other competition companies such as US Airways, Delta, and American Airlines are also in the list of the worst airlines. There are total four airline companies in the list of the 18 worst companies in America.

The United Airline is already became the worst one of all, for it has the lowest satisfaction rate from the customers.

Public Relations Plan

Goals The reputation of the company’s service is going to positive. Have more passengers to choose to fly with United Airline. Transform the brand image from one of the five worst airlines to travel with to one of the most trustable airlines to travel with.

Objectives Reduce the complain rates. Increase the company’s performance. Change the brand image to positive for public.

Strategies Increase the quality of the service and make sure people understand we’ve changed. Make our company outstanding from other airlines. Make friends with the customers, and change the image from their minds gradually.

Do not sell all the tickets of one flight, to make some more space for the passengers.

Launch more routes that other companies do not offer.

Have a great bonus for one lucky passenger per month.

Send questionnaires to all the passengers to gather feedback to improve the service, and most important is to show them we care.

Use social media as forum to collect feedback and answer people’s questions.

Create some social media accounts to build the new values of the company, and have a team to work on it and be interactive with people in the social media to let more people to notice and change their notions gradually.

Create some online activities to let people to join, to make friends with them, and to expand awareness.

Make series of special commercials to impress people to make them remember.

Use social media a lot to make the company more visible, because there are not so many airlines doing this on social media that much.

Create some new storytelling commercials to re- set the company’s value of being a great airline to be trusted.