Singapore Airlines strong enough to weather website problems – PR industry

Questions are being asked as to why, almost five months since the launch of Singapore Airlines’ revamped website, and nearly three months since a public apology, the site appears relatively unchanged.

One unconfirmed rumour is that the airline is taking legal action against the agency responsible, Sapient Limited, hence the website must remain in place until that is concluded.

Singapore Airlines spokesman Nicholas Ionides said, "We have made significant progress in resolving many of the known defects, and will continue to pursue all outstanding problems."

Asked whether legal proceedings are being taken against the agency, Ionides said, "All discussions with our vendor are confidential."

The agency did not respond to Campaign's queries on the matter.

Asked whether there is any precedent for a client suing its agency, a senior legal expert told Campaign that it would depend on the deliverables agreed upon between the two parties.

“It would be difficult for a client to prove that a creative campaign wasn’t creative enough, especially as it couldn’t run without client sign-off. But as the website has a B2C sales and rewards component it would be easier to build a case that it has damaged business and revenues,” he said.

On the fact that the problematic website remains unresolved, PR agency heads advise caution on judging matters too quickly.

Said Bite Communications’ David Ketchum, “You have to be careful not to over-react to that kind of negative buzz. A strategic use of silence can be a good thing (but then) you need to make a statement that frames people’s expectations.”

Ogilvy PR’s Andrew Thomas agreed that you need to have a solid understanding of the extent of the actual problem, distinguishing fact from opinion and hearsay.

Commenting that it seems totally out of character for Singapore Airlines not to have resolved the matter sooner, Thomas added that the airline’s “product itself is exceptional” which helps mitigate criticism of the website.

Some critics have gone so far as to say the website damages not only Singapore Airlines, but also brand Singapore – in that the national carrier’s site should represent the efficiency upon which the country’s brand is built.

But James Moeller, managing director global public affairs practice at Ogilvy PR, said this was unlikely “Unless it reinforces a popular or pre-conceived notion.”

“From a national pride point of view, it would make sense to resolve this sooner rather than later,” added Ketchum.

Early in September the airline took control of its unofficial Facebook page and launched a Twitter account.