Ryanair – An alternative approach to communications
It is fair to say that Ryanair has established itself as a controversial company. Its unique communication strategy has seen it infuriate customers and staff, bad-mouth the airline industry and go head-to-head with local and international governments. An outsider might surmise that this approach is a formula for nothing other than corporate failure.
So where does Ryanair sit today? Well, love them or hate them, it is the most successful airline in Europe and, since the deregulation of the air industry in 1992, has completely transformed and radicalised how we travel by air.
The (in)famous and vocally antagonistic Michael O’Leary crafted a no frills, take-no-prisoners persona for the company. He established a business that aggressively refused to conform to how a typical business should communicate and treat staff, customers and the wider industry.
However, this strategy may have run its course, and with profits starting to slip, some say it’s time to consider a rethink. The problem is it is very difficult – not to mention expensive – for a business to reshape itself into a respected brand following a sustained non-engagement programme.
The Economist once wrote that Ryanair’s “cavalier treatment of passengers” had given Ryanair a “deserved reputation for nastiness”. But after two decades at the forefront of Ryanair’s aggressive messaging campaign, O’Leary appears to have realised that his ‘don’t care’ PR approach wasn’t the most sensible and that a new voice and public relations strategy is what’s needed.
Ryanair, in a bid to counteract poor profits, is now trying to reshape itself as a new ‘Easyjet’ – basically a low fares airline that cares. However, with the very essence of an effective communication strategy encompassing honesty, fairness and respect, this may be a harder battle for O’Leary to win while still in the captain’s seat.