Reputation and Credibility a PR's Biggest Challenge

Way back when as a financial PR consultant I used to advise the MD's and Chairmen of new client companies that the most precious commodity a company executive could have was their credibility.  A Board of a quoted company that looses its credibility can be certain that whatever statement they put out will be viewed with suspicion by City analysts and shareholders to the detriment of the company share price and reputation. 

Reputation is as important for a company as its executives' credibility.   However, the larger the institution, whether publicly quoted or private, the more likely is it that local or national politics will become part of the decision making mix.  The cancellation of Govt approval for HTR3 by the coalition was a political decision but one without an alternative plan to immediately address the fact that Heathrow's 2 runways were working a 98% capacity.  Lack of a policy or plan  has already adversely affected the aviation industry's ability to function in the best interests of its stakeholders.  Clearly there does need to be a system of checks and balances that protects the interests of minorities around towns and airports, even where national interests are at stake.  However where those political and legal checks and balances delay such vital decisions as addressing lack of future runway capacity in the South East, competitors will take advantage as they have already done.  Frankfurt has four runways, Schiphol has its terminal bilding signs in English all atracting international traffic. The case in point below illustrates how media and word of mouth stories (especially with social media these days) can rapidly erode reputation.

Sadly I just heard something which indicates that Heathrow appears to be loosing its reputation as an efficient European hub.  An ex-colleague from Cheapflights Media's Boston office is getting married in Italy this summer.  A big party of friends and family is flying out from the US for the wedding.  One might suppose that the natural choice would be to fly to Heathrow and then on to Italy enabling the returnees to take a break in London on the way back if they should want to.  Unfortunately the well publicised need for a third runway and problems with 4 hour long immigation queues (even before the Olympics) have tarnished Heathrow's reputation.  Consequently they are all flying via Frankfurt with its four runways and less crowded airport buildings.

Whether as a manufacturing or service company, public institution or product brand,  once a good reputation is lost it takes a very, very long time to recover and repair.  Let's hope that the Government's forthcoming transport infrastucture review will address the UK's need to improve access and maintain Heathrow as a European hub.  If it is to compete effectively in the 21st century, UK plc needs  a long term workable plan so that the travel and aviation industries have a workable framework to operate in to build on and improve the UK's reputation as a place to visit and to do business in.  Given the politics involved though I am not holding my breath.........