As the programme demonstrated, BA's head of media relations, Paul Marston, was absolutely correct when he predicted the company was 'in for a hiding' and 'it was going to be a hatchet job'. After all, what more evidence do you need than the show's title - The Trouble with British Airways?
But BA's accurate foresight into the programme failed to determine the correct behaviour. Failing to provide a spokesperson from a public company for a major programme is poor PR.
If BA had provided a confident and concise spokesperson such as CEO Willie Walsh, the scope for heavy editing or quotes out of context would have been reduced. Remember the old adage: silence means guilty.
Steve Ellis, director, MediaAble.
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