In yet another tribute to the stunning power and immediacy of social media, a YouTube video expose of Delta Air Lines charging U.S. soldiers returning home from Afghanistan a whopping $200 per-bag fee for extra luggage has brought about a change of heart and policy.
According to news reports, the video showing soldiers complaining about the charges was viewed nearly 200,000 times. The next day, a Facebook page popped up called Boycott Delta for Soldiers.
Sensing a disaster in the making, Delta apologized, reversed course and revised its baggage fees for troops, now allowing up to four checked bags for free.
Give Delta credit for quickly recognizing and correcting such an egregious policy rather than trying to defend it. But while the company’s actions shortened its crisis, the PR damage from gouging troops fighting to protect our freedom has no doubt tarnished Delta’s image, at least until memories begin to fade.
Never before have average people had such power to make their voices and complaints heard. The Internet keeps companies—and the advertising and public relations agencies that support them— on their toes, and that’s a good thing for us all.
Don Beehler provides public relations consulting services to small- and medium-sized advertising agencies and businesses.