Abstract
The framework of this research is based on Hazleton's taxonomy. Thus, the aim of this research is to apply the theory to the company, Cathay Pacific Airways. Cathay Pacific is successful using its current strategies that are cooperative problem-solving, informative and promise rewards for employees and passengers. However, this research will demonstrate that Cathay Pacific needs to focus more on problem-solving strategy and to add a facilitative strategy for their employees and to improve their informative strategy as well as adding a cooperative-problem solving for their passengers to keep its status of leadership and to improve its two-way communication. In 2006, passengers have awarded Cathay Pacific Airways "The Company of the Year" for the second time, but this company must keep maintaining its leadership by providing more efforts over the next years. Indeed, an article published in BRW in May 2006 warns big companies of the fact that people have difficulty in trusting them, and they do not do enough for the community as well as for the environment. Yet, as Mayhew claims, leadership depends on trust (chapter 9).
Nonetheless, Cathay Pacific attempts to present the latest facts and figures about their operation and service. The official website provides the information such as annual reports and traffic figures in details. Their news releases meet public interest and are relevant to the current issues as fuel charge and 2005 profit decrease. This helps to create a sense of openness and trust among the public audience. However, the company is facing tough competition and to maintain its performance and its image of leadership, Cathay Pacific needs to improve its public relations through strategies proposed by Hazleton.
