British Airways reputation at a four-year low

City AM report that, following a number of high profile incidents – including a data breach and an IT issues that left passengers stranded – British Airways’ reputation has fallen to a four-year low.

The fall from 31st to 55th, according to reputation intelligence company alva, has coincided with a fall in both its share price and customer satisfaction rating.

CIPR President, Emma Leech Found.Chart.PR FCIPR
Whatever the specifics of the experiences at BA, today’s news highlights the fragility of reputation and the significance it has to any organisations strategy. The risk of reputation damage is one which should constantly be on the Board’s radar - it is no surprise that a fall in reputation has coincided with a negative impact on BA’s bottom line – and reaffirms our position that public relations is a management function, worthy of a seat at the top table. Whether problems arise within an organisation or externally, effective and proactive public relations professionals - with skills ranging from issues management, crisis response communications, internal communication and stakeholder management  - can act as an early warning system.
CIPR President, Emma Leech Found.Chart.PR FCIPR

About the Chartered Institute of Public Relations (CIPR)

Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the Royal Chartered professional body for public relations practitioners in the UK and overseas. The CIPR is the largest membership organisation for PR practitioners outside of North America. By size of turnover and number of individually registered members, we are the leading representative body for the PR profession and industry in Europe.

The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).