Introduction

In order to gain a successful business, the organization, needs to maintain the public relations, which can help them to gain a positive and strong image. Proper promotion and public relation of an entity can help to them top run with long term success. Public relation is one the major key, which can help the organization to organize and handle the organizational situations, in an efficient and effective manner.

This course study demonstrates the role of public relation in the organizations, with reference to advantages and disadvantages of PR. The study highlights the case of United Airlines, with reference to David Dao incident. This discourse evaluates the sudden fall of United Airlines and the role of Public Relation in enhancing the reputation of the concerned organization. Different theories and models of public relation theories are discussed in this course study, with aligning the case of United Airlines.

Findings

Ground of flight Incident in United Airlines

From the case of United Airlines, it has been seen that, the organization has faced difficulties and sufferings in relation to the brand image and reputation of the organization. In the opinion of Dozier et al. (2013, p.74), the customer retention of the organization and sales can directly influenced by the brand image of the organization. In context of the United Airlines, the organization has faced issues with brad reputation, in relation to the case of Doctor David Dao. The incident of David Dao has declined the reputation of United Airlines, where the public relations of the organization play a crucial role in lifting up the brand name, from the declination of brand image.

The case of David Dao has demonstrated that, he was forcefully driven out from an airplane of the United Airlines, which gone viral on different social media sites, which lead to the declination of the brand image. With the viral of the issue, on social media sites, the United Airlines was alleged by the public, due to the transport service deprivation of David Dao. Due to viral of the issue on the social media sites, the United Airlines has evidenced a drastical downfall in the brand reputation by their customers. In the opinion of Grunig (2013, p.42), the customers of the transport system cannot be deprived or denied to use the service, based on the rules and regulations of 21, which needs to be followed by the organizations.

Analysis

Handling of Issue in United Airlines

The public relation basically focuses on the issue of the organization. The case of United Airlines has evidenced the misbehaving with the passenger, David Dao, who was violently fisted by the crew members of the United Airlines, which negatively hampered the organizational reputation and brand. In order to manage the negative brand image of the organization, the organizational public relation team of the United Airlines, approached the settlement of violation with the passenger and investigated the customer and passenger tackling of the airline services.

Approach of the investigation by the public relation team of the United Airlines, has evidenced, improper handling of the customers and other mistakes, which needs to have been trained. In the view of Gardner et al. (2014, p.217), the organization, needs to provide proper training, to the employees of the organization, in order to manage the internal policies and customer handling. Proper training of the employee can help the organization to gain effective positive enhancement in the organizational process and performance. On the other hand, the organization needs to maintain proper dignity and respect towards their customers, which can help to increase the customer satisfaction and retention. In order to minimize the further such risks, in the United Airlines organization, several rules and policies has been revised and introduced. The employees of the organization and the crew members of the airlines services were trained with the responsibility of the safety of the customers and passengers, to their final destinations. The United Airlines has set rules and organizational policies on handling of the passengers.

PR theories in United Airlines Issue

Several theories have been developed based on the PR so that organisations can get an idea to build its relations accordingly. On this note, Grunig and Hunt’s PR theories consists of four models, which are analysed in current world for enhancing the effectiveness of the work. Macnamara (2016, p.157) has mentioned that Press Agentry Model, Public Information Model, Two-Way Asymmetrical Model and Two-way symmetrical model are the four parts of this model. Press Agentry Model is completely based on manipulating the behaviour of public with the help of press agents. This model is not suitable for the case of Dao. In this case, there is not any scope for increasing the accuracy of the work.