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Qamar Nasser
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Table of Contents
Introduction .................................................................................................................................................. 3
Company Overview ....................................................................................................................................... 3
Reputation of Fly Dubai ................................................................................................................................ 3
Corporate Communication Functions ........................................................................................................... 4
1. Media Relations ................................................................................................................................ 4
2. Internal Communication ................................................................................................................... 4
3. Community Communication ............................................................................................................. 4
4. CSR Communication ........................................................................................................................ 5
5. Investor Relations ............................................................................................................................. 5
6. Crisis Communication ....................................................................................................................... 5
Recommendations: ....................................................................................................................................... 5
Conclusion ..................................................................................................................................................... 5
References .................................................................................................................................................... 6
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Introduction
It is necessary to explain why a communication strategy is developed and what is anticipated to
accomplish with its development (Kotler, 2012). The corporate communication strategies can
efficiently assist in engaging well with the shareholders and reveal the achievements made by a
company. This paper addressed the important corporate communication and its effectiveness for
business operations of FlyDubai airlines in UAE.

Company Overview
Fly Dubai, the airline launched in the year 2009, has made so any accomplishments in a very
small duration as it was supported by the government of Dubai. The visualization of the
government of recognizing the airline as an international one as well as the determination of the
investors who constantly invest so much in such an era of crisis, the growth rate of theairline that
was launched on June 01, 2009 has reached to 200 percent. Increase in number of flights of
about 78 percent, 100 percent increase in number of airplane, 150 percent increase in the routes
followed by the airline and 200 percent increase in number of passengers travelling through Fly
Dubai, this is all what the airline has accomplished in first two years after its
origination(Flydubai, 2016).

Reputation of Fly Dubai

To increase the number of people travelling through the airline in a low cost to and from UAE is
the motto of the airline when it was just one year old. For this reason, the company joins already
recognized Air Arabia in the area developing but going through economic crisis. The company
has presented its self as so devoted for passing the savings on the customers by reducing the cost
of travelling. The company also claims that they add no extra charges for the customers; they
only have to pay for the extras chosen by them (Flydubai, 2016).
In a short survey performed for Fly Dubai services on Dubai airport. A passenger recommends
the use of this service due to cost effectiveness and convenient travelling. Another Fly Dubai
passenger commented that though company is new but it has established good reputation in local
market if UAE. An issue reported about the company was less flights and lack of coverage of
large routes. Further comments about service concluded that the company offers the latest
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technology with an extensive variety of food, drinks, snacks and beverages for the relaxation and
enjoyment of the travelers. Fly Dubai also offers a chance to shop duty free items on board such
as watches, jewelers, cosmetics and perfumes etc.

Corporate Communication Functions

The company website has offered limited functions and shows no graphic interfaces with
visitors. The simple website has only important information related to flight schedules, company
operations, stakeholders information like annual reports, and some other basic features. The
information of corporate communication collected from company website and other resources

1. Media Relations
Public Relation (PR) is responsible for developing news and ideas, managing media campaigns
and their queries, crisis communications, organizing new meetings and interviews with upper
management and hosting media correspondents in Dubai from all over the world at different
destinations. The promotion of brand is also conducted by engaging the followers through social
media platforms (Mullins, 2010).
2. Internal Communication
Informing all the employees about the policies of the company and the decisions made by the
management in order to develop and encourage better communication among the staff members
and the company is the responsibility of Internal Communication Unit (ICU) for which the unit
utilizes group newsletter, Group World, company intranet, email as well as other websites and
newsletters. For supporting the awareness campaign for the employees, when mandatory it also
uses fliers, leaflets and posters.
3. Community Communication
Digital Communications Unit (DCU) of Fly Dubai is accountable for promoting the brand online
for competing with the market with the objective of bringing revolution to the market by
optimizing the best travel products. The company is dedicated for bringing the best experience
for all the clients from email, online available content, optimization, user experience and digital
marketing etc. (Johnson G. &Scholes.K, 2012). The company is also focusing on improvement
and advancement guaranteeing that the online communications made by the company will help
in influencing the people about the airline.
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4. CSR Communication
Website addressed that travelling through Fly Dubai is considered to be the most secure and
riskless journey as the company possesses the aircrafts that are environmentally friendly. The
aircrafts consume less amount of fuel and produce less noise, thus their efficient fuel using
ability makes it a safe and reliable airline to travel around the world (Flydubai, 2016).

5. Investor Relations
Availability of company annual reports, flight schedules, and details of assets and fleet size are
available on company website and blogs provide information for investors. The analysis of
company financial performance is also available on Yahoo financials and other financial
databases.

6. Crisis Communication
Company has not maintained any proper channel or communication mode in crisis situation.
Website also has no evidence of any communication made in the past. Company is active on
social media therefore, social media like Facebook and other sites will surely be used in any
crisis situation.

Recommendations:
In view of the limited information available on company website, following recommendations
are given:

1. Company website needs further development in terms of visual presentations, company

information, future plans, and other corporate information. Also, the company reports and
initiatives related to internal communication are required on the website.
2. Publication of sustainability reports will assist the company to establish a brand image of
sustainable business. Hence, company can share eco friendly initiatives and performances
with the stakeholders.

Conclusion
In conclusion, the company started its journey when the aviation industry in the world was going
through economic crisis; Fly Dubai took challenges to fulfill its dream of becoming worlds
number one airline. The passengers declared their experience as a warm welcome while
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travelling through Fly Dubai. However, company needs to improve website presentation and
content to establish effective corporate communication.

References
Flydubai. (2016). https://www.flydubai.com/en/aboutus. Retrieved from www.flydubai.com.

Johnson G. &Scholes.K. (2012). Exploring Corporate Strategy,8th edition, . London : Palgrave.

Kotler, P. A. (2012). Marketing Management. 14th Ed. . New Jersey: Pearson. .

Mullins, L. (2010). Management and Organisational Behaviour 9 thEd ,. London, England :

Prentice hall.
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