Ryanair Reputation Management
Just over a year ago, a three-year old girl fell onto the tarmac of an airport runway after trying to board a plane unassisted. While her mother followed behind, the child climbed the stairs toward her plane, but fell through the gap between the handrail and the stairs when she looked backward to check that her mother was following her.
Happily, the young girl was only minorly injured. After receiving medical attention at the scene, she was then airlifted to hospital (which, one can assume, is the benefit of being injured at an airport), before being released 24 hours later.
This was not a unique incident, and in fact the Air Incidents Investigation Branch (AIIB) has commented that there have been four other similar accidents reported by other airlines.
Aside from the good news that the young girl involved was not seriously injured, this story represents two positive things. First of all, it describes an idyllic situation from a reputation management perspective – since although there has been a serious health and safety issue uncovered, no serious harm has yet befallen anyone. Secondly, the story is an example of fantastic reputation management from Ryanair. We did not hear about the incident until one year after it occurred. This means that by the time it reached the news, the occurrence had been thoroughly investigated by the AIIB, and Ryanair had been given sufficient time to act.
Having reviewed the AIIB report, which recommended that Ryanair accommodate passengers with children or other special needs more thoroughly, the airline has very publicly stated that it is stepping-up its safety precautions for passengers boarding its flights.
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