Grant Bradley
The New Zealand Herald
Mar 12, 2014
Malaysia Airlines faces an uphill public relations battle as it struggles to get on the front foot after the disappearance of MH370.
The airline’s response to the loss of its aircraft in the first three days was described as a mess, partly because of inexperience in dealing with Western journalists, said veteran aviation industry commentator Geoffrey Thomas.
Furious relatives among the 227 passengers reportedly complained they had been “treated worse than dogs”, at one point storming out of a hotel room where they had been taken in Beijing and starting a petition to demand more information.
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Media briefings by Malaysia Airlines had initially been fleeting, with spokesmen not taking questions.
Thomas, the editor-in-chief of AirlineRatings.com, said the lack of international experience among Malaysia Airlines’ public relations was a problem. “Their PR department has been missing in action. It’s when something like this happens you really need them,” he said.
The airline’s representatives were accustomed to dealing with a more compliant local media, not journalists from around the world who were more demanding. Continue reading “Malaysia Airlines struggling with press”