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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• EasyJet losing £5m a day as volcano chaos continues to hit airlines (guardian.co.uk)
• Flight cancellations and delays due to volcano ash clouds (travel-rants.com)
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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:

Read more »

Virgin’s Volcanic PR

Claire Thompson, freelance PR consultant, Waves PR

On Virgin’s communications during the volcano crisis.

Virgin Airways didn’t appear to engage much with the whole stranded passengers affair, possibly because less of its flights were affected. Most negative comment seems to focus on stranded passenger in Mauritius, where communication has apparently been poor, and ‘rescue’ has been slow.

For the most part, however, passenger dissatisfaction appeared to  focus far more on other airlines.

Twitter presence

Sites identified as belonging to Virgin included:

http://twitter.com/VirginAmerica – very little about the stranded passenger situation.

http://twitter.com/VirginAtlantic – is engaging one to one

http://twitter.com/VirginBlue – really a Virgin site?

Communications

In the midst of people wanting information, Virgin was making announcements including a new Twitter presence

Announcements:

Virgin did post a very clear statement of what passenger should do, and of what expenses they will cover. And Richard Branson blogged – which disgruntled passengers used as a sounding post.

Overall, however, Virgin expressed a good sense of priorities in its statements:

In an effort to prioritise and repatriate the passengers stranded away from their homes, we are not accepting any new bookings for travel from Monday 19 April 2010 up to and including Friday 30 April 2010 April.

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Engagement: Putting the Fun into Political Communications

Claire Thompson, Freelance PR Consultant, Waves PR

Great way to start to engage with  people: love this video from Iain Dale and Total Politics magazine. Whilst it doesn’t talk about the real election issues, it does at least put a human face on politics.  It’s a far better way to communicate than the negative ‘pick me because they’re worse’ communications that have been so prevalent in British politics.

It’s got many of the elements that people relate to, not least of which is that ultimate PR tool: celebrity.

(Must mention fellow PR Stuart Bruce, who flagged this up.)