Interview With a Professional Public Relation Manager at Emirates Group Course (LSS2003) 25/09/2016 Mariam Sulaiman H00150376 Maitha Abdul Kareem S200325118

Company Report

Company Report Emirates Group combine from Emirates Airline & dnata. Emirates Group was one reason of building Dubai as an international city. Established in 1959. His highness Sheikh Ahmed bin Saeed Al Maktoum is the Chairman and Chief Executive for Emirates Airline and Group.

Company Report The Emirates Group is one of the fastest growing airlines in the world. The flight flies across 6 continents over 125 destinations in over 70 countries. Emirates were launched in 1985 with two rented airplanes from a primary airport. In 1990 the first year, Emirates received awards and it was total of 6 awards, and recently in 2014 it received 16 awards. The Emirates Group Foundation. Major information. (n.d.). Retrieved December 1, 2015, from http://www.emiratesgroupcareers.com/english/about/companies/ Awards. (n.d.). Retrieved December 1, 2015, from http://www.emirates.com/english/about/awards/awards.aspx Emirates Fleet Details and History. (n.d.). Retrieved December 1, 2015, from https://www.planespotters.net/airline/Emirates About us. (n.d.). Retrieved December 6, 2015, from http://www.emiratesairlinefoundation.org/english/about-us/about-us.aspx

Reputation In 2014, Emirates Airline was ranked at No. 1 within the top 10 world’s top airlines. Emirates airline was ranked the third as world’s safest airlines in 2013. Why UAE And Qatar Have The 'World's Best' Airlines. (2014, April 1). Retrieved December 3, 2015, from http://www.forbes.com/sites/kenrapoza/2014/04/01/why-uae-and-qatar-have-the-worlds-best-airlines/ Barnard, L. (2014, January 12). Etihad and Emirates Airline named among world’s safest airlines. Retrieved December 6, 2015, from http://www.thenational.ae/business/industry-insights/aviation/etihad-and-emirates-airline-named-among-worlds-safest-airlines

Website http://www.theemiratesgroup.com

Location & Map Emirates Group Building, Airport Road, Garhoud – Dubai

Size & Structure The Emirates Group, serve across six continents with a 95,000 multi-national workers involve of over 160 nationalities.  Facts & Figures. (n.d.). Retrieved September 28, 2016, from http://www.theemiratesgroup.com/english/facts-figures/facts-figures.aspx

Future projects The Jebel Ali Airport City Project. Emirates Group is planning their future of providing a fleet makes Emirates Group ahead of competitors and Dubai top tourist destination.  Future developments | The Emirates Group | Emirates Group Careers Centre. (n.d.). Retrieved September 28, 2016, from http://www.emiratesgroupcareers.com/english/about/future_developments.aspx

Jobs, Career Openings IT, HR, Finance, Airport Services.  . (n.d.). Retrieved September 28, 2016, from https://tas-ekgcareers.taleo.net/careersection/2/jobdetail.ftl?job=160000UZ

Other Interesting Information! Emirates Fly With Me Animals https://youtu.be/SvQKIwPeKk0 Rehlaty. Sustainability & Recycling. Rehlaty: Emirates has set an Emiratisation target to hire maintain UAE Nationals, they are offering a range of career opportunities and scholarships to make sure the new hired people are loaded with the requirement of each position. The Emirates Group reveals its Emiratisation Strategy at Careers UAE 2. (n.d.). Retrieved September 28, 2016, from http://www.emirates.com/media-centre/the-emirates-group-reveals-its-emiratisation-strategy-at-careers-uae-2015-to-be-distributed-at-1330 Emirates Group identifies the discharge related to waste, electricity, water, and ground transportation, and always tries to find other ways to minimize the amount of the waste going to landfill through recycling programs. In addition they have set numerous of programs to sustain the fuel, including buying replacement vehicles with smaller engine sizes and more effective planning and use of vehicles. Sustainability and Recycling. (n.d.). Retrieved December 6, 2015, from http://www.emirates.com/english/environment/sustainability_and_recycling/sustainability_and_recycling.aspx

Interview Report

Interview Report Mariam Al Mehiri, Public Relation Specialist at Emirates Group Corporate Communication since 5 years. Graduated since 2010 from Zayed University in Public Relations & Advertisement major. Key responsibilities: Manage Emirates reputation internationally, put PR activity that will increase awareness of Emirates brand all there destinations, and crisis managements, control the media dialogue and conversations. She manage agency's region in west Asia and Indian Oceans. (India, Pakistan, and Bangladesh). Typical day: Follow up with annual plan for PR activities in the west Asia & Indian Oceans region. Media interviews in the specific region. Make activities that will push their products, engage with bloggers in the market.

Key skills: Communication skills, social, good communicator, good interpersonal skills because you will be the face of the company. Strong writing skills for press releases. Knowledge about how to mange social media accounts.

Challenges, advantages and disadvantages Challenges: Stereotype Bad reputation of fresh graduated UAE national. Advantages: working with people from all over the world which keeps you fresh, motivated, get knowledge about different cultures, different work style and mentality. Working in semi-government has less political aspects, working with PR professionals who have been working in this field for years.

Challenges faced by new graduates in the UAE and how to deal with them It’s hard to hire fresh graduated students these days, because most of the companies are searching for people with minimum 2 years experience. Students being too conditional and demanding. If you work in any job it will open doors to other opportunities if you get in.

Opportunities and advice for fresh graduates Tourism, Communications, and hospitality. If you said yes for everything it will bring opportunities. Run after work. Always be ahead. You have to be adaptable, and flexible. Be proactive. Work on yourself.

Current and future employment trends

Current and future employment trends Task #1: Current and future social changes that will affect the way I work. Increasing use of social media: Companies are using social media to generate more sales by posting about their products/services and customers testimonies. In the future companies will be using Social media to recruit employees, viewing their profiles can provide far more insight. Increasing use of social media: Companies are using social media to generate more sales by posting about their products/services and customers testimonies. In the future companies will be using Social media to recruit employees, viewing their profiles can provide far more insight into a candidate than a traditional résumé can, social media can be used as screening method also to choose the candidate the will fit. @. (2016). Hiring in the Digital Age: What's Next for Recruiting? Retrieved September 28, 2016, from http://www.businessnewsdaily.com/6975-future-of-recruiting.html#sthash.pZeTbI5f.dpuf

Current and future employment trends Different ways of working: online. Professionals from different sectors agree that companies should provide flexibility of location Dunn, C. (2014). Remote working and the modern office: How to strike a productive balance. Retrieved September 28, 2016, from https://www.theguardian.com/small-business-network/2014/oct/09/remote-working-office-productive-balance

Current and future employment trends Where do you think you could be in 5 years? Where would you like to be? Why? 2 different sectors or companies you could work in 2 different occupations you could have Describe the responsibilities Give examples of skills that are needed

Group work and learning

References The Emirates Group reveals its Emiratisation Strategy at Careers UAE 2. (n.d.). Retrieved September 28, 2016, from http://www.emirates.com/media-centre/the-emirates-group-reveals-its-emiratisation-strategy-at-careers-uae-2015-to-be-distributed- at-1330 @. (2016). Hiring in the Digital Age: What's Next for Recruiting? Retrieved September 28, 2016, from http://www.businessnewsdaily.com/6975-future-of-recruiting.html#sthash.pZeTbI5f.dpuf Dunn, C. (2014). Remote working and the modern office: How to strike a productive balance. Retrieved September 28, 2016, from https://www.theguardian.com/small-business-network/2014/oct/09/remote-working-office-productive-balance  . (n.d.). Retrieved September 28, 2016, from https://tas-ekgcareers.taleo.net/careersection/2/jobdetail.ftl?job=160000UZ Future developments | The Emirates Group | Emirates Group Careers Centre. (n.d.). Retrieved September 28, 2016, from http://www.emiratesgroupcareers.com/english/about/future_developments.aspx Why UAE And Qatar Have The 'World's Best' Airlines. (2014, April 1). Retrieved December 3, 2015, from http://www.forbes.com/sites/kenrapoza/2014/04/01/why-uae-and-qatar-have-the-worlds-best-airlines/ Barnard, L. (2014, January 12). Etihad and Emirates Airline named among world’s safest airlines. Retrieved December 6, 2015, from http://www.thenational.ae/business/industry-insights/aviation/etihad-and-emirates-airline-named-among-worlds-safest-airlines Major information. (n.d.). Retrieved December 1, 2015, from http://www.emiratesgroupcareers.com/english/about/companies/ Awards. (n.d.). Retrieved December 1, 2015, from http://www.emirates.com/english/about/awards/awards.aspx Emirates Fleet Details and History. (n.d.). Retrieved December 1, 2015, from https://www.planespotters.net/airline/Emirates About us. (n.d.). Retrieved December 6, 2015, from http://www.emiratesairlinefoundation.org/english/about-us/about-us.aspx Sustainability and Recycling. (n.d.). Retrieved December 6, 2015, from http://www.emirates.com/english/environment/sustainability_and_recycling/sustainability_and_recycling.aspx

Appendices Appendix 1: Academic Honesty Statement In producing this project, I/We have: followed the academic honesty requirements as specified by HCT’s Academic Honesty Policy. I/we have read and understood the above instructions and confirm that all of the material contained in this assessed task is my or our own work or is appropriately sourced. I understand that the penalty for cheating is dismissal from the HCT. Student Name Student ID Signature Date  Mariam Sulaiman  H00150376  Mariam  26/09/2016 Maitha Abdul Kareem  S200325118  Maitha   26/09/2016

Appendices Appendix 2: Interviewee contact information Maryam Al Mehairi Public Relation Controller Corporate Communication The Emirates Group Headquarters P.O.Box 686, Dubai, UAE Tel Off: +97147084195 Mobile: +971566837909 Fax: +97142864136 E-mail: maryam.almehairi@emirates.com

Appendix 3: Picture of the meeting

Acknowledgement

Thank you