There’s a reason why internal communications is the base of any communications function – you need to ensure the message is understood internally before spreading that message to a public audience.
Emirates Airline had a taste of not to get things right this week after announcing its financial results for last year. The below quotes are taken from www.arabianbusiness.com.
Dubai-based Emirates Airline has posted a 52 percent increase in profits to $622m in the last financial year.
Meanwhile, Emirates Group – of which the airline is a subsidiary – posted a 34 percent increase in profits to $845m, helped by a 17 percent increase in revenues to $21.1bn.
For Emirates Airline staff, much of their potential compensation is paid in the form of bonuses which they receive if the company hits certain targets. It seems that the company however is not paying out bonuses this year. This disappointment is clearly reflected in the comments section of the Arabian Business piece which I’m posting below.
Posted by: Euro Friday, 10 May 2013 12:26 PM[UAE] – UAE
It is a very sad day for all Emirates Airline employees. Not a single dirham was shared with the men and woman working for the airline. Huge profits and nothing was given back to the staff. Zero profit share.
I am guessing Emirates is part of paying off Dubai Inc’s debt??
Someone at Emirates has had the sense to post a follow-up piece for Arabian Business stating why bonuses haven’t been paid, apparently due to targets not being met. However, wouldn’t have it been wise to have focused internally on the messaging rather than going out in the media and trumpeting the growth whilst forgetting or not focusing on how to assuage the feelings of those who have done their best to deliver on that profit, namely Emirates’ staff?
You can read the follow-up story here. I can’t wait for the comments to come rolling in.