HARD COMMERCIAL EDGE OF PR 1997 - Marshall admits BA made strike PR errors

British Airways chairman Sir Colin Marshall has admitted that serious public relations errors were made during the recent conflict with the striking cabin crew staff.

British Airways chairman Sir Colin Marshall has admitted that

serious public relations errors were made during the recent conflict

with the striking cabin crew staff.



In his keynote speech at the 1997 PR Week Hard Commercial Edge of PR

Conference, Marshall said that, as a result of the company’s handling of

the strike, some of BA’s arguments had been taken out of context.



’Some mistakes were made on the company side in the way things were

conveyed and put together,’ admitted Marshall, who was appointed last

week as chairman of engineering group Siebe. He is also chairman of

Inchcape and deputy chairman of British Telecom.



BA’s apparent lack of consultation over the proposed pounds 42 million

cost cutting exercise has drawn severe criticism from the press,

severely denting the reputation of ’the world’s favourite airline’.



But in his opening speech at the two-day conference, Marshall called for

corporate communications to become a core component of leadership and

flagged up the importance of integrating internal and external

messages.



’If leadership and management means anything at all, it is

communications.



Communications must begin at the very top in the board room. It is the

very enterprise of endeavour. The key to the airline’s (BA’s) evident

success so far is communication as it translates into leadership,’ he

said.



Marshall also predicted the death of ’off-the peg’ communications

strategies, and the increasing adoption of one-to-one relationship

marketing strategies by public relations professionals.



’We have entered the era of bespoke marketing’ claimed Marshall.



Have you registered with us yet?

Register now to enjoy more articles and free email bulletins

Register
Already registered?
Sign in

Would you like to post a comment?

Please Sign in or register.