Easyjet’s Volcanic PR

Claire Thompson, Freelance PR Consultant, Waves PR

On EasyJet’s Communications during the volcano crisis

EasyJet’s Twitter presence:

http://twitter.com/easyJet/

http://twitter.com/easyJetCare

Communications

I expected to dislike the EasyJet stance, but their site boasted a clear, easily findable statement: it said, however nothing about refunds/stranded passengers.

Their press office is separated off, very smartly, with regulatory news separated off. Given the difference in communications required (caring for stranded customers v. financial implications) this seems smart.But it’s here you get an insight into the issues facing the already beset airlines.

Based on our initial estimates the cumulative profit impact, up to and including 19 April 2010, representing both the lost contribution and additional costs is around £40million. The continuing daily profit impact is estimated to be around £5million.

But there endeth the good news. There have been no non-regulatory news updates since April 13 and within that  nothing about the ash at all – lots of digs at BA though!

And although, like some of the other airlines, notably RyanAir, they’re putting on additional flights, there’s no apparent free/at cost offer, so presumably(call me cynical)  this is a way to recoup some lost funds.

But it’s on Twitter that they need to be looking at their reputation:

RT @scrauny: at the airport again; where is the easyJet lady? After yesterday, presume she is hiding…

RT @dai14lox: @easyJet hahaha shouldnt your priority be to put correct info on your actual site, rather than us having to search for it!?! #fail

The EasyJetCare account appears to have been well managed and  will direct you you to right bit of website for information. It does, however, seem reactive rather than proactively ‘broadcasting’ useful; information.

From there I found this statement regarding travellers expenses: http://easyjet.custhelp.com/app/answers/detail/a_id/3739/kw/refund/r_id/166

Easyjet’s weaknesses lie in its proactive engagement (or lack of it), and sharing information doesn’t come across as having been a priority for anyone, including ground crews – whilst the financial implications are clearly figuring highly in the company’s list of concerns.

And whilst communication with customers hasn’t been exemplary, they appear to have spent an awful lot of time talking to the media (see below)

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1. PR Implications of the Volcano Crisis | Waves PR, freelance PR consultant, UK — April 22, 2010 @ 11:56 pm

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