Is any PR better than none whether bad or not? Is there such a thing as bad PR?
I have always been curious to the thinking behind the PR strategy of Michael O’Leary Chief executive of Ryanair. O’Leary seems to be accomplished at rubbing people up the wrong way, his company is surrounded with controversy and O’Leary is frequently in the media for his money making schemes. Are these schemes truth or is O’Leary just trying to get people talking about his company? But with what benefit?
His schemes have included:
– Charging passengers to use the toilet.
– Introducing standing during flights.
– Doubling up the co-Pilot as a hostess too.
– Charging overweight customers extra.
Clearly, Michael O’Leary knows how to create debate and irritate people. These scandalous schemes are publicised in the media and when O’Leary is asked to comment he generally gives rude and sarcastic remarks, known to say that if you don’t like the service then find a new airline.
Undoubtedly, O’Learly is successful at creating a storm and getting people talking about his company but how will this draw in customers?
Underlying all these scandalous schemes there lays one exiting message:
That Ryanair is a budget airline.
I guess if you’re not willing to pay more then go elsewhere.
Is O’Leary really using the most effective strategy to communicate his message?
I personally hate flying with Ryanair but yet still continue to do so because of the low fares.
Ryanair’s PR strategy is bizarre and aggravating but it is successful at drumming in the message that Ryanair is a budget airline. Can we therefore still call this bad PR?
Personally, it is the type of PR I would not like to get involved in only because of morals and ethics but I still have a sense of humour and admire the humour behind the strategy as much as it does annoy me!
I am unsure as to whether O’Leary’s morals are in the right place. I do however; commend Ryanair for positioning their brand and setting themselves out of the crowd. They successfully gain publicity and drum out their message!
I think for Ryanair, it’s about exposure and having potential customers repeatedly hearing their name through a variety of media channels.
These stories reinforce the message that Ryanair is a ‘dirt’ cheap airline – maybe that’s the message they are wanting to get across: “You won’t travel cheaper with anyone else.”
Your post is interesting and I’m looking forward to the companies next provocative statement.
Great article Janey!
Ryanair is so strange! They have a total ass as the top man, but do fantastically well.
I would say it all comes down to the price, were Ryanair not the cheapest, he would not be able to act in the same way.
Anyway, you can be a shrewd businessman without being rude… it is not really necessary.
I do think it is a great set up for a complete change in image though, will be interesting to see if they ever have a campaign with the message ‘hey, we smile when we serve your coffee now – and at no extra cost!’