THE ART OF SPIN AND MANAGING EXPECTATIONS

摘要

'Seven days to go and we're ready,' announced Willie Walsh, the current CEO of British Airways, only a week before the opening of Terminal 5 (T5). In the following days he appeared on the national media proclaiming that T5 is fantastic and that customers' expectations would be surpassed. And then T5 opened...... How could the BAA and BA get it so wrong and why did BA score such an unprecedented PR own goal? The BAA have had placards and billboards proclaiming T5 as 'on-time and on-budget', but now the users know that that boast was only because it was unfinished! That certainly didn't help BA.