British Airways focuses on positive messaging during strike

NEW YORK: British Airways' US communications team is using traditional media relations and social media to reach customers and is encouraging them to visit its website for information regarding flights during a strike by the cabin crew that started on May 24.

NEW YORK: British Airways' US communications team is using traditional media relations and social media to reach customers and is encouraging them to visit its website for information regarding flights during a strike by the cabin crew that started on May 24.

The two-person communications team for the Americas is "sending out strike information to the media as fast as we know about it," said John Lampl, VP for corporate communications for British Airways in the Americas. The company is also working with its firms in Latin America to promote messaging in-language.

Working with Michele Kropf, communications manager for the Americas, Lampl is focusing on the positive and communicating the ways customers can get a refund or book another flight if they are affected

"What we're trying to tell the media [is, rather than] how many flights we are canceling, how many flights we're operating," he explained. "It's a glass half-full [approach] as opposed to a glass half-empty."

More than 60% of long-haul flights and more than 50% of short-haul flights are still operating, he said. In the US, British Airways has 19 gateway airports, with four in Canada, and normally operates 40 flights a day in each direction.

When it comes to communicating what is going on with the strike talks, Lampl said, "If there is progress, we will certainly talk about it. We won't talk about it until there is something to say."

*A previous version of this story stated that BA had specifically hired agencies in South America and the Caribbean to work on strike communications. Those firms in fact already work with BA on long-term yearly contracts. We regret the error.

Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in