I receive dozens of press releases every day. Some are right on target. Others are mediocre. And many are immediately forgettable.
Few, however, are offensive.
So it’s a big deal when I come across a publicity ploy so offensive (to me) I decide to go public with my opinion. Which brings me to an item I read this week.
To summarize: In 2010, Richard Branson, owner of Virgin Atlantic and the Virgin Racing Formula 1 Team, made a bet with Tony Fernandes, head honcho at AirAsia X and Lotus Racing. The loser would don the uniform worn by the winner’s in-flight cabin crew — specifically, one of the two men would dress up as a member of the other’s carrier’s female crew — apparently this is a cross-dressing joke.
Branson lost the bet, and the date is set. On May 12, he will “dress up” and join the crew on an AirAsia X flight. He’ll don the red uniform and meet all dress code requirements for the carrier’s female flight attendants.
Press releases give the specific flight details. I find this particular PR ploy offensive. On one hand, I wanted to ignore it. Why give them more ink? On the other hand, I know “Branson in drag” will be all over the news on May 13.
So, I’ll just ask you to consider: When you’re watching the reports and giggling about Branson’s antics, keep in mind this PR ploy hurts the very people who do their jobs, with pride, every day — the flight attendants who will be sidelined and diminished by the antics of two giddily privileged executives.
— Lisa Matte, editor in chief
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