Public relations hits and misses - by Stanley Hurwitz

The forcible removal of a passenger from a flight (because the airline needed seats on the overbooked flight for crew members heading for another airport) made huge headlines, turned into a big black eye for United Airlines, and was a much-needed wake-up call for any business that may forget that customers are the reason they have jobs. 

It seems the flight crew randomly selected four passengers to disembark. The airline offered passengers $800 to change flights. No takers. How high were they willing to go? The FAA limit is $1350. Now, United and several others offer up to $10,000 to customers who give up seats on overbooked flights. Yikes! Can I buy a ticket for an overbooked flight?

A series of bad decisions caused millions of dollars in bad publicity – and it will be a while before we know how it affects their bottom line. Although one incident won’t put an airline out of business, it’s enough to help anyone booking flights to choose a competitor that hasn’t had negative publicity. United has made amends with (1) a secret, substantial settlement with the passenger; and (2) Ten policy changes including limiting use of law enforcement, increased incentives to anyone denied boarding, additional staff training, and establishment of a ‘customer solutions team.’ Is that a new idea? United’s CEO said “The airline takes full responsibility for what happened without blaming others.” Better late than never. 

Several years ago at the Denver Airport, the instant the Southwest gate attendant announced their need for four passengers to relinquish their seats in exchange for $500 vouchers, my wife and I were first at the counter. We arrived at our destination a few hours later, but how often can you earn $1,000 in two hours? I’ve told that story many times (and here again). Great PR! 

A friend tells me about a flight that included among the passengers six service dogs! They don’t serve peanuts anymore because of allergies - but what if passengers are allergic to pet hair and dander? This is a great PR/terrible PR moment. My friend said the animals on his flight were well-behaved, though a few barked or swooned. Were their ears popping? Were any passengers allergic? What if you had to sit next to a dog for four hours?! Can you pet a service dog? One owner even took his pooch to the lavatory.

In a move that may (or may not) turn out to be a great publicity stunt, a large auto dealer announced its showrooms will be closed on Sundays. Their news release states their “hard-working sales team will have a day to rest and relax with their families and friends, a rare opportunity in the intense auto sales arena.” They’re still open long hours six days a week, and of course you can shop online. It’s a novel way to attract good family-oriented salespeople. But does ‘family time for salespeople’ affect a car buyer’s decision? Time will tell if the ‘closed Sunday’ approach affects the bottom line. 

Building a great good reputation is a process, not a single event. A business reputation is the result of many positive actions over a period of time. Some strategies can accelerate the process -- and the best time to implement them is now. A proven PR pro can build the right buzz.

Stanley Hurwitz is the founder of Creative Communications, Stoughton, Mass.