A surprising revelation was found in a recent study from CreditCardCompare.com.au, which found that Qantas Airways is three times more likely to decline media inquiries than its competitor, Virgin Airlines. The research, which analyzed over 10,000 news articles from major Australian media outlets, shows that Qantas refrains from commenting on news stories 70% of the time, compared to Virgin Airlines’ 25%. This disparity raises serious concerns about transparency and trust, especially in Australia’s highly competitive aviation industry.

The Numbers Behind the Silence

The study meticulously examined media interactions over 19 months, from January 2023 to August 2024. By focusing on occasions where both airlines were approached for comment, the researchers at CreditCardCompare.com.au uncovered stark differences in how these two industry giants handle media inquiries.

“Qantas consistently avoids commenting, especially during crucial moments when the public is seeking clarity,” said Bill Ryan Natividad, Head of Operations at CreditCardCompare.com.au, who led the research. “Their approach contrasts sharply with Virgin Airlines, which is far more open and responsive to media inquiries.”

According to the data, Qantas declined to provide a statement or response in 70% of the cases, ranging from corporate announcements to crisis management situations. In contrast, Virgin Airlines opted to remain silent only 25% of the time, demonstrating a more open and transparent communication strategy.

Transparency and Its Impact on Public Perception

The study sheds light on the profound impact a company’s communication strategy can have on public perception. In industries where consumer trust is paramount, such as aviation, transparency can significantly maintain or erode customer loyalty.

“Communication is not just about answering questions. It’s about shaping how your company is perceived, especially during times of scrutiny,” Natividad explained. “Qantas’ reluctance to engage with the media raises important questions about their approach to transparency and its potential effects on customer trust.”

Virgin Airlines, in contrast, appears to be using its more transparent approach to strengthen public confidence. By offering clarifications and statements on a broader variety of issues, Virgin’s media strategy positions the airline as a more open and accountable entity in the eyes of the public.

The Broader Implications for the Aviation Industry

This research arrives at a pivotal time for the aviation sector, where companies are under increasing scrutiny due to rising operational costs, customer dissatisfaction, and intense competition. Effective communication has never been more critical, and as the study suggests, it can make or break a company’s reputation.

Natividad emphasized the competitive advantage that a proactive media strategy can offer. “In a turbulent industry like aviation, the ability to engage openly with the public and the media is a powerful tool. Virgin’s willingness to communicate more frequently positions them as a more transparent and trustworthy brand, particularly in moments of crisis.”

Qantas’ Silence Across a Range of Issues

One of the study’s most striking findings is that Qantas’ refusal to comment extends across a wide array of topics, including financial disclosures, operational mishaps, and customer service challenges. Whether facing scrutiny over delays, cancellations, or safety concerns, Qantas consistently stayed silent, leaving journalists and the public in the dark.

Natividad pointed out that this pattern of silence could be harmful in the long run. “When companies refuse to provide a comment, especially during times of controversy or crisis, they leave a vacuum that is quickly filled by speculation. This can damage public trust and lead to lasting negative perceptions.”

Virgin Airlines: A Model of Media Engagement

In contrast, Virgin Airlines’ consistent engagement with the media sets it apart. The airline has demonstrated a proactive approach, offering statements and clarifications even when the news is unfavourable. This openness helps Virgin maintain a positive image and fosters a sense of trust and accountability.

“Virgin Airlines’ media strategy reflects a strong commitment to transparency,” said Natividad. “By consistently engaging with journalists and the public, they have built a reputation as a more transparent and responsible airline.”

The Importance of Media Relations in Business Strategy

Media relations are a critical aspect of any business’s overall strategy, particularly in sectors like aviation, where customer trust is paramount. Companies that prioritise openness and transparency tend to fare better in the long run, particularly during public scrutiny.

“Media silence can be a dangerous gamble,” Natividad cautioned. “While Qantas may see it as a strategy to avoid controversy, it can backfire by creating a perception of secrecy or even dishonesty. On the other hand, Virgin’s willingness to engage positions them more favorably in the public eye.”

Conclusion: Silence Isn’t Always Golden

The study strongly supports the importance of transparency and communication in the aviation industry. As Qantas continues to grapple with questions of openness, Virgin Airlines is setting a benchmark for how companies can use media engagement to their advantage.

In a world where information spreads rapidly, and public trust is fragile, staying silent may no longer be an option. Companies like Qantas that choose to remain silent in the face of scrutiny could lose the trust of both the media and the public, while their more communicative competitors stand to gain.

 

 

 

Written by: Octavia Koo

 

 

 

 

 

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