Is it an Coincidence or a PR strategy?

Is it an coincidence or a PR Strategy?

Have you read the recent news about Singapore Airlines (SQ) on "Criticism of SIA food fuelled by unmet expectations over 'world class' branding, travellers say"

Source: https://www.channelnewsasia.com/singapore/singapore-airlines-food-appetisers-economy-class-criticism-expectations-3506041

It was pretty much viral and 'talk of the town' for that week and I realised there were news about SQ for the next few days so I wonder if it is an coincidence or a PR strategy in place.

Whatever I share below are purely my own curiousity as a Marketing Strategist and I am not benefitting from any of these.

The 1st article that blew up was on -

May 25 - "Criticism of SIA food fuelled by unmet expectations over 'world class' branding, travellers say"

Source: https://www.channelnewsasia.com/singapore/singapore-airlines-food-appetisers-economy-class-criticism-expectations-3506041

May 27 - "SIA, Scoot aircrew need not wear masks from June 1; some staff raise concerns"

Source: https://www.straitstimes.com/singapore/singapore-airlines-scoot-flight-crew-not-required-to-wear-masks-from-june-1-some-staff-raise-concerns

May 29 - "Singapore Airlines, Garuda Indonesia plan joint venture to boost passenger capacity"

Source: https://www.channelnewsasia.com/business/singapore-airlines-garuda-indonesia-joint-venture-passenger-capacity-3522941?cid=internal_sharetool_androidphone_29052023_cna

May 31 - "Singapore Airlines To Offer Free WiFi Access In All Cabin Classes From July 1"

Source:?https://www.bqprime.com/business/singapore-airlines-to-offer-free-wifi-access-in-all-cabin-classes-from-july-1

June 2 (Vesak Day) -"Analysis: After public image 'blip' and record profits, what challenges await SIA?"

Source: https://www.todayonline.com/singapore/analysis-public-image-blip-record-profits-whats-next-sia-2184211

For more than a week in the media, there were news about SIA and Singapore Airlines every 2 days. All these articles came out after SQ announced their profits on

May 16 - "SIA Group posts record annual profit of S$2.16 billion after three years of losses"

Source: https://www.channelnewsasia.com/business/sia-group-singapore-airlines-scoot-record-profit-3491971

So the first thing that came to my mind is that this news will affect their stock, so as you can see from the stock chart for the past 1 month, you can see there's a dip on May 16 but it rise again then dip on May 25 (viral food news) where the next few days with news on May 27 & 29 it rises a bit with the JV with Garuda where it kinda recovered.

After June 2, you can see that the stock is now a bit higher to where it was on May 16. So you can see how news are affecting their stock.

I do not know if this was intentional but I would like to point out how good SIA's PR crisis management. If it is not intentional and the criticism on May 25 is real, in less than 2 days to come out with another SIA news to distract readers is good and subsequently there were news every 2 days.

With the JV with Garuda news on May 29, was it planned? The timing seems timely right? And also within 6 days, SIA came out with a solution which I think it was brilliant. The reason why I think it was brilliant because they turn it into a Krisflyer membership drive.

I realised that this might be a strategy to lead gen or membership drive for new Kris flyer members because you need to be a Kris Flyer member to claim your 2 hours Complimentary Surf plan worth (economy) before you book your flight. At the same time, if you had seen that SQ had some online ads going for a while recently and this publicity might be a booster to gather more membership????

FYI Krisflyer membership is FREE for those who might not know ??

As a marketer, this is a well played campaign if it is what I have analyzed ????

To understand how to claim the complimentary wifi,

click here >> https://www.singaporeair.com/en_UK/sg/flying-withus/entertainment/inflight-connectivity/

Disclaimer: I’m doing this research just to cure my

Curiousity and a marketing strategy case study. I’m not benefiting from all these.

Let me know what do you think in the comments. Thanks