RyanAir’s Volcanic PR

Claire Thompson, Freelance PR Consultant, Waves PR

On RyanAir’s Communications during the volcano crisis

RyanAir’s one interest is selling low price tickets, so their communications need viewing in this light. They don’t seek, or earn, customer loyalty. The company appears to view flights as a utility to be provided as cheaply as possible. This is witnessed by the presence of sites such as Opposite of RyanAir, and it’s related Twitter account – a poignant reminder that customer care matters little to RyanAir. Meanwhile, it’s been reported that hits to the RyanAir website have risen by over 50%. (Personally, I’m surprised that figure’s not higher.)

Twitter presence:

RyanAir has lots of regional Twitter accounts which are pumping out cheap offers.  None of them were used for communication information to stranded passengers.

The closest thing to ‘official information’ was http://twitter.com/ryanairmobile.

Communications

RyanAir initially claimed that it didn’t have to recompense stranded passengers, which caused a stir. They had to step down in the face of EU regulations, which also created stir: one suspects that RyanAir will be be pleased at the attention, rather than disturbed by the content .

Statements:

Wed April 21:http://www.ryanair.com/en/news/ryanair-update-12-00hrs-wed-21st-april

Essentially, all flights in Northern Europe (except flights between Ireland and the UK)  are planned to start to operate normally on Thursday and Friday, with delays expected. There was a separate announcement regarding extra flights: http://www.ryanair.com/en/news/extra-flights-to-from-dublin-and-london]

A further announcement was made at 6pm on Wednesdayhttp://www.ryanair.com/en/notices/gops/100414-ICELAND_ASH-GB

It contained a link http://www.ryanair.com/en/notices/gops/100414-EU261_ENTITLEMENTS-GBwhich claimed that if alternative arrangements were made, no expenses would be paid.

“If you chose to make alternative transport arrangements i.e. car hire, trains, ferries etc. these are not covered under EU261 and therefore such claims should be directed to your travel insurance company as the airline will not provide reimbursement for alternative travel expenses.”

Cynically viewed, RyanAir has moved it’s scheduled low value UK-Ireland  flights to ones going into and out of Europe where they’re guaranteed a premium in a crisis.

Frankly, for other airlines the reputation issue might be a concern but the RyanAir site currently boasts a somewhat bad taste ad offering volcanic prices on flights now that the dust has settled. But at £3 per ticket on three million flights, it’s hard to believe that people won’t take the risk of RyanAir.

Related articles by Zemanta

• Ryanair cancels most flights until Monday (seattletimes.nwsource.com)
• Row grows over air shutdown costs (news.bbc.co.uk)
• Ryanair refuses to pay stranded passengers’ costs after flight disruption (guardian.co.uk)
• Ryanair backs down over expenses (news.bbc.co.uk)
• Airlines dispute passenger rights (news.bbc.co.uk)
• Ryanair backs down on paying passengers’ costs (guardian.co.uk)

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1. PR Implications of the Volcano Crisis | Waves PR, freelance PR consultant, UK — April 22, 2010 @ 11:54 pm

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