Registration and lectures for July 2017, NIPR professional exams in public relations is still on.

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*PR CASE STUDIES*
Ishola Ayodele

Case Study 19

How British Airways increase ticket sales by 65 percent by appealing to customers emotion.

*Challenge*

• The airline was aiming for 10 percent business growth in North America.

However, flights to and from the United Kingdom generated the most revenue,
and were not expected to grow dramatically.

*Solution*

• Analyzing available data and over 1,400 worldwide airline routes revealed an
untapped opportunity in the route between North America and India.

• To build awareness, a short film was created, telling the story of an expat son’s
surprise visit to his mum in India after a separation of 15 years.

• The touching reunion between mother and son, made possible by British Airways, was distributed exclusively online, and coupled with social and search￾intent data.

*Results*

• The video received over a million views on YouTube and over 125,000 shares on
Facebook.

• Ticket sales from North America to India on ba.com increased by 65 percent.

• British Airways’ share of the North America-to-India route increased from 5
percent to 38 percent.

*"Educators have said that professionals learn faster from case studies"*

To get a compilation of the most successful and failed PR case Studies Call/WhatsApp: 08139458588.

SELF DEVELOPMENT TIPS

1. Make friends with successful people and occasionally buy them gifts and surprise them with lunch because successful people always give and hardly get, so when you give them, they value the gift a lot.

2. Get a mentor and follow his instructions and respect the relationship. Never beg your mentor for money or disrespect his or her privacy.

3. Make new positive friends as often as possible and ensure you keep the communication line open. Create a network of friends and not just connections.

5. Show kindness to everyone. Some small boys today will be big boys tomorrow. The biggest dog in the neighbourhood was once a puppy. And keep the information/secret to yourself.

6. Always plan ahead and be proactive. He that plans the future work less in the future.

7. Listen to speeches and messages from great teachers. Both religious and educational.

8. Attend seminars and training on any area you need to improve yourself. Train the trainer, personal development, public speaking, sales etc.

9. Have the habit of keeping a pen and a writing pad handy because ideas come in the form of flashes. The smallest pen is bigger and better than the biggest brain.

10. Make sure at every point in time you are reading a book. If you spend 20 minutes reading daily, for 52 weeks you would have consumed 1,000,000 words.

11.Stay away from television as much as possible. You can watch educational channels. Men with big TV sit in front of them to watch men with big library.

12 Put control over your mouth, never say evil of any man, what you are not certain of should not be said. Say good of all men.

13. Always show appreciation for any good deed you received.

14. Always help someone in need.

15. Live a debt free life. What you can’t pay cash for is not your size.

16. Give out loans that you can part with as gift, so that you don’t destroy your business and relationship.

17. Create legitimate multiple sources of income.

18. Save at least 10 percent of your income.

19. Invest a portion of your income. And be patient to see it grow. If what you have in your hands is not good to be called a harvest then it’s a seed, sow it.

20. Keep a good financial record of all income and expenses, so you won’t ask later “where did my money go”

21. Be involved in community service. Control traffic, free lesson class for students etc.

22. Keep getting better on your daily goals and dream, develop yourself on them and make sure you get to the top 10 % of your industry.

23. Make sure you engage in exercise. It keeps your brain alert and your body fit to enjoy your success.

24. Pray often, and know that for every success, God made it possible.

Wishing you the very best. I tell you, this will keep you going in life if you practice what you just read.

Updated NIPR material, Pastquestions & PR Case Studies for DIPLOMA/CERTIFICATE NIPR Exams are ready. Lecture 4 July exam in progress.

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Enhance Your Career with A Professional Certificate in PUBLIC RELATIONS from NIPR.

This is to formally inform you that registration & lectures are ongoing for June 2017 NIPR professional exams in Public relations.

BENEFITS OF THE PROGRAMME/CERTIFICATE
(i) B.Sc Equivalent.
(ii) NYSC Exemption Letter.
(iii) Further Studies in Nigerian/Foreign Universities.
(iv) Exhibition of New PR Competences.
(v) Ability to Work in any Industry
(vi) In-depth Understanding of The PR Function.
(vii) Qualifies You For B.Sc, PGD, M.Sc admission

EDUCATIONAL REQUIREMENTS:
Candidates with SSCE / GCE / OND / NCE / HND / BSC or other qualifications are encouraged to enroll for this course.

APPLICATION PROCEDURE
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ENQUIRIES
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*PR CASE STUDIES*
Ishola Ayodele

Case Study 20

*United Airlines; Great Example of How Not to Handle A Crisis*

It was George Santayana who said, *"Those who cannot remember the past*
*are condemned to repeat it."* The recent United Airlines' crisis has proven this statement to be eternal truth.

Those that have bought my PR Case Studies learning Resources, would have read or watch how united airlines faced public condemnations over a broken guitar in 2014.

Rather than learning from that crisis to put in place a better crisis management plan they are back in 2017 with even worst crisis.

For an airline which boasts of the slogan *‘fly the friendly skies’* the United Airlines response to a video footage showing a bloodied passenger (a 69-year-old Asian man, believed to be a doctor) being forcibly dragged out of its planes in what appears to be a case of overbooked flight was strangely lacking in empathy.

Social media and mainstream media went up in flame as footage captured by other passengers of the man being dragged off the aircraft went viral.

Jane Jordan-Meier in her very insightful book “The Four Stages of Highly Effective Crisis Management” described Stage two of crisis as the ‘unfolding drama’ where reporters are keen interested in your responds to the crisis and how you respond we make or mal the reputation of your company in the media.

Unfortunately for Chief Executive Officer of United Airlines Oscar Munoz, he blew it and escalated the crisis with this statement:

“This is an upsetting event to all of us here at United. I apologize (SIC) for having to re-accommodate these customers. Our team is moving with a sense of urgency to work with the authorities and conduct our own detailed review of what happened. We are also reaching out to this passenger to talk directly with him to address and resolve the situation.”

Responses from the public

1) Online outrage about United's behaviour and response, which has led to a hashtag of #boycottUnited.

2) Its reputation took an undeniably severe blow. The story has gone viral around the world, including on Chinese social media site Weibo.

3) US authorities launched an investigation into the matter, with the Department of Transportation saying it "remains committed to protecting the rights of consumers".

You cannot put your company first in a situation where a customer has been brutalized. What is required of united airline boss was a sincere apology and empathy for the bloodied customer.

According to Adam Fisher a crisis management expert Munoz should have said something like
“We are truly sorry about the way one of our passengers was treated in the incident on our aeroplane on Sunday and I will be apologising personally to him. I have seen the footage and it is shocking and upsetting. We have launched an investigation and I am determined to understand exactly what happened, but clearly this did not meet the standard of customer service I would expect. I will take all the necessary steps to ensure this never happens again.”

As if the situation wasn’t bad enough for Munoz he sent an email to employees off course in a crisis situation it is important that staff are kept informed about the incident and managements steps.

But minding your language and not assuming that this type of communication is private is also crucial. The CEO also got it wrong to say the least in my attempt to resist insulting him.

In his email he described the brutalized passenger as *‘disruptive and belligerent’* and praised staff for going ‘above and beyond’.

The result?

More damaging headlines appear as reporters got hold of this email.
Here are a couple of examples:

*United CEO blames ‘belligerent’ customer for overbooked flight melee*
Huffington Post

*United’s staff memo makes the internet even angrier – yes, that’s possible*
Mashable

And here is how social media reacted to it:

This letter is *almost* worse than the original issue. Really poor judgement lately, @united
https:///WRaDUCdsfa
— Raleigh Mecklin (@raleigh_mecklin) April 11, 2017

United Continental shares initially dropped 4% on Tuesday before recovering slightly to finish down 1%

After so much pressure and falling share prices, another statement was issued yesterday (Tuesday, 11/04/2017) with a softer, more acceptable tone and an acceptance of responsibility.

*What are the PR lessons we can draw from this Crisis?*

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Knowledge is wealth...

Knowledge is Power!

Knowledge is Power!!!

Updated NIPR material, Pastquestions & PR Case Studies for DIPLOMA/CERTIFICATE NIPR Exams are ready. Lecture 4 July exam in progress.

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NIPR PROFESSIONAL CERTIFICATE IN PUBLIC RELATIONS

Enhance your career with a professional certificate in public relations, from NIPR.

Start and finish in 1year.
The certificate is equivalent to a B.Sc in PR.
It qualifies you for undergraduate & postgraduate programs into Nigerian & foreign universities

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Qualified & experienced Adult Teachers are urgently needed for immediate employment.

Interested candidates must be resident in or around; Ifako-Gbagada, Bariga, Ketu, Ogudu, Oworonshoki, Anthony and Ojota environs.

Interested and qualified candidates should send their updated CV to:
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d a professional value to your CAREER!

Become a chartered member of NIPR, and practice professional public relations.

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