PR Communications Plan - ryanair 
PR Corporate Communications Proposal : Ryanair
Module Code: MC6002
Module Title: Corporate Communications and Strategy
Individual Project: Corporate Communications and Strategy Plan (70%)
Prepared for: David Longbottom and Emmanuel Ohohe
Prepared by: Donike Pacarada
Student Number: 11008902
11th April 2014
Individual Project: Corporate Communications Strategy and Plan (70%)
Table of Contents
1.0 Abstract
2.0 Executive Summary
3.0 Situation Analysis
3.1 Macro Environnent
3.1.1- Swot Analysais
3.1.2 PEST Analysis
3.1.3 Porter’s 5 Forces
3.2 Micro Environment
3.2.1 List of Stakeholders
3.2.2 Positioning
3.2.3 Competitors
3.2.4 Media Coverage
4.0 Corporate & Communications Strategy
4.1 Corporate Social Responsibility
4.2 Investor Relations
4.3 Lobbying and Governance
4.4 Crisis Management
4.4 PR Strategies and Tactics Overview
4.6 Budgets
5.0 Recommendations
6.0 Evaluations and Measurements
7.0 Conclusion
8.0 References 8.0 Bibliography
9.0 Appendix
1.0 Abstract
Corporate communications is a framework to co-ordinate internal and external communication and one of its objectives is to establish and maintain positive reputations with stakeholders.
The strategic plan has been carefully designed and written to the attention of Ryanair, and addressing their key stakeholder’s issues by combining main integrated strategies. The plan is comprehensive of all the essential concepts of vision, missions, goals, objectives, activities and strategies the company need to undertake in order to enhance its identity within the UK market
2.0 Executive Summary:
In order to confirm the leading position Ryanair has in the market, the strategic communication plan designed for the organisation includes all the key strategic points the organisation is strongly advised to follow the following:
This is part of their strategy they should adapt:
‘Key demographic group’ over 55’s
Customer service
Low fairs
Short hauls
Recent Mintel
Module Code: MC6002
Module Title: Corporate Communications and Strategy
Individual Project: Corporate Communications and Strategy Plan (70%)
Prepared for: David Longbottom and Emmanuel Ohohe
Prepared by: Donike Pacarada
Student Number: 11008902
11th April 2014
Individual Project: Corporate Communications Strategy and Plan (70%)
Table of Contents
1.0 Abstract
2.0 Executive Summary
3.0 Situation Analysis
3.1 Macro Environnent
3.1.1- Swot Analysais
3.1.2 PEST Analysis
3.1.3 Porter’s 5 Forces
3.2 Micro Environment
3.2.1 List of Stakeholders
3.2.2 Positioning
3.2.3 Competitors
3.2.4 Media Coverage
4.0 Corporate & Communications Strategy
4.1 Corporate Social Responsibility
4.2 Investor Relations
4.3 Lobbying and Governance
4.4 Crisis Management
4.4 PR Strategies and Tactics Overview
4.6 Budgets
5.0 Recommendations
6.0 Evaluations and Measurements
7.0 Conclusion
8.0 References 8.0 Bibliography
9.0 Appendix
1.0 Abstract
Corporate communications is a framework to co-ordinate internal and external communication and one of its objectives is to establish and maintain positive reputations with stakeholders.
The strategic plan has been carefully designed and written to the attention of Ryanair, and addressing their key stakeholder’s issues by combining main integrated strategies. The plan is comprehensive of all the essential concepts of vision, missions, goals, objectives, activities and strategies the company need to undertake in order to enhance its identity within the UK market
2.0 Executive Summary:
In order to confirm the leading position Ryanair has in the market, the strategic communication plan designed for the organisation includes all the key strategic points the organisation is strongly advised to follow the following:
This is part of their strategy they should adapt:
‘Key demographic group’ over 55’s
Customer service
Low fairs
Short hauls
Recent Mintel
References: BBC News. 2014. Ryanair makes loss as low fares hit. (Online) Available at: http://www.bbc.co.uk/news/business-26013111 [Accessed: 31 March 2014]. Cornelissen, J. (2008) Corporate Communication A guide to theory and practice, Sage Dowling, G Fombrun, C. (1998) Indices of corporate reputation: an analysis of media rankings and social monitors ratings. Corporate Reputation Review , 1 (4): 327-340 http://exyuaviation.blogspot.co.uk/ Ryanair. 2013. Final Annual Report 2013. [online] Available at: http://www.ryanair.com/doc/investor/2013/final_annual_report_2013_130731.pdf [Accessed: 31 Mar 2014]. Ryanair. 2014. Strategy. [online] Available at: http://www.ryanair.com/doc/investor/Strategy.pdf [Accessed: 31 Mar 2014]. Dispatches. 2014. Ryanair: Secrets from the Cockpit. (Online) Available at: http://www.nowvideo.sx/video/7ccbd40494a8a [Accessed: 31 March 2014]. Ryanair.com. 2014. Ryanair Announces Customer Service Improvements Over Next 6 Months. (Online) Available at: http://www.ryanair.com/en/news/ryanair-announces-customer-service-improvements-over-next-6-months [Accessed: 31 March 2014]. Shakespeare, S. 2014. Ryanair charm offensive may heal its brand reputation. (Online) Available at: http://yougov.co.uk/news/2013/09/25/ryanair-charm-offensive-may-heal-its-brand-reputat/ [Accessed: 31 March 2014]. Smith, O. 2014. Ryanair boss sorry for 'making love ' to Queen joke - Telegraph. [online] Available at: http://www.telegraph.co.uk/travel/travelnews/10736380/Ryanair-boss-sorry-for-making-love-to-Queen-joke.html [Accessed: 1 Apr 2014]. The Economist. 2014. Price or quality—pick one. (Online) Available at: http://www.economist.com/blogs/gulliver/2014/02/ryanair?zid=303&ah=27090cf03414b8c5065d64ed0dad813d [Accessed: 31 March 2014]. Topham, G. 2013. Ryanair 's new touchy-feely O 'Leary hits turbulence but sees clearer air ahead. (Online) Available at: http://www.theguardian.com/business/2013/nov/05/ryanair-michael-oleary-investors-future [Accessed: 31 March 2014]. Vidura, N. 2010. Why Hate Ryanair - Part 1/3. (Online) Available at: http://www.youtube.com/watch?v=WPFmHacRPHk [Accessed: 31 March 2014]. Vidura, N. 2010. Why Hate Ryanair - Part 2/3. (Online) Available at: http://www.youtube.com/watch?v=fhluxnBxjF8 [Accessed: 31 March 2014]. Vidura, N. 2010. Why Hate Ryanair - Part 3/3. (Online) Available at: http://www.youtube.com/watch?v=tZf535cjHME [Accessed: 31 March 2014].