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News articles for June 2010
Out of the Ashes
With the benefit of hindsight, the ash crisis that swept the UK and the rest of Europe last month was, in my view, handled expertly by both the airlines and the Civil Aviation Authority. Members of the public were under no illusion that the threat was being taken seriously throughout, and yet that every effort was being made to get passengers moving as soon as the conditions would allow.
The airlines gave updates extremely regularly, and though travellers may not have liked what they heard, they could not complain of being ill-informed. The vast majority were being told what was going on every six hours, and were advised how to react accordingly.
Of course it was Willie Walsh, the ever-outspoken chief executive of British Airways, who ultimately took the initiative from a PR perspective. Taking to the skies on a test flight was brave and showed true leadership, as did his apparent decision to put planes in the air heading for London before the official all-clear to land had been given.
Ryanair did not immediately emerge so well, stating publicly that it had no intention of reimbursing customers in line with EU regulations. But its subsequent climbdown will be as well remembered and is, in truth, nothing more than consumers would expect from the thrusting low-cost operator.
The industry is well within its rights in asking the European Commission for financial aid in the wake of the crisis, because this was an extraordinary situation coming at a difficult time for the sector, and was in some ways equivalent to the aftermath of the 9/11 attacks in the US.
The airlines have portrayed themselves as the victims here, and have won passenger sympathy by responding efficiently to a crisis that was not of their making. The only party to emerge shouldering any blame is Mother Nature – a healthy reminder that she alone is the most powerful communicator.
CorpComms Magazine
June 2010