PR Week: Should firms publicly slate their industry peers?

Is it ever a good idea to publicly lambast other organisations in your sector, as we've seen in air travel this month? We examine the pros and cons, and ask whether changing times require a different approach.

Temperatures have been rising in the airline industry of late.

Earlier this month, a public dispute between London Heathrow and Emirates escalated after the Dubai-based airline accused the airport of incompetence after it announced its plan to introduce a limit of 100,000 departing passengers through the summer.

In a strongly worded statement, the carrier rejected Heathrow’s demands for cutting airline capacity: “LHR chose not to act, not to plan, not to invest,” the statement reads. “Now faced with an ‘airmageddon’ situation due to their incompetence and non-action, they are pushing the entire burden of costs and the scramble to sort the mess to airlines and travellers.”

On one level, the provocative approach appears to have worked. A joint statement from Emirates Airlines president Sir Tim Clark and Heathrow chief executive John Holland-Kaye, released on 15 July, struck a concillatory tone. It said there had been a “constructive” meeting between the two and added: “Emirates agreed the airline was ready and willing to work with the airport to remediate the situation over the next two weeks, to keep demand and capacity in balance and provide passengers with a smooth and reliable journey through Heathrow this summer.”

But problems flared with another airline this week. On Monday, Ryanair’s chief financial officer said airports had failed to recruit enough staff, saying they “had one job to do” and adding that airports need to be held accountable for the staff shortages.

In a war of words, Heathrow’s boss hit back to say it’s “bizzare” to criticise the airport and not the airline for not having enough staff.

For David Alexander, managing director at Calacus PR, there can be upsides and downsides to a public row.

“Responding to criticism or controversy is gold dust for newspapers who love to report on a dispute of any kind – and responding directly to customers who troll on social media also gives them undue oxygen that almost inevitably keeps the complaints and trolling coming in.

“But used appropriately, robust statements addressing critical situations can be a powerful tool in redressing the balance of a narrative that may otherwise see an organisation accepting of criticism or a situation that may feel unjust.”

He adds: “Smartly asserting your position is a valuable tool for organisations but it’s also essential not to get drawn into a tit-for-tat dispute which sullies your position and your authority.”

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