This is a little bit O/T now, but anyway...
I don't think that talking about the reasons for certain perceptions of safety (or otherwise) is far off topic, but happy to be told otherwise by a moderator.
I've highlighted the part of your post which undoes most of the rest.
In principle, all human beings have the capacity to do good. In practice, there are several who decide not to be (or at least not all of the time).
The same is said for the media. They can choose to report accurately and unbiased or they can do otherwise. Unfortunately, we tend to see this on a subject-by-subject basis rather than just a consistent across-the-board or even a random inconsistent annoyance.
Well I'm not about to engage in a metaphysical discussion about human nature - that
would be off topic - but I don't think the point I make about principle undoes the rest of what I'm saying. Companies (and political parties/figures)
can, both in principle and in practice, influence the way the media reports on them. Somtimes it's harder, sometimes it's easier - sometimes it's obvious how to do it, sometimes not.
No one is denying that QF - disregard all the mainstream media - has problems.
I agree - and I'm neither a diehard critic of, nor a diehard apologist for Qantas.
I think that effort (time, money and resources) would be better invested in targeting the root causes of those problems rather than dealing with the media. Dealing with the latter is mostly a superficial effort and doesn't address some of the real* issues that will bite QF in the long term.
* I can't specifically target some of these real issues (apart from fleet replacement, perhaps), but media relations is not a long term issue IMHO.
That might be true from a purely operational perspective - but from a corporate perspective, ongoing bad PR and inaccurate reporting is a
real issue and also a
long term issue. Sure, good PR doesn't fix
other problems - like fleet age, but even if Qantas
does fix what you call the "real issues" or "root causes" what makes you think the reporting will change?
You seem to think the reporting is unfair and inaccurate - the product of a "hostile and irresponsible media" - why would we expect that that would ever change in the future if Qantas continues to take the same approach to its PR?
If the reporting remains bad indefinately I don't see how this isn't a long term problem. I'm happy to admit that there are important decisions about prioritization - but working out priorities is different to identifying problems in the first place.
Perhaps I don't fall in the camp which says that QF PR is doing the best they can right now. But from another standpoint I really fail to see what QF can do better in the face of what is a hostile and irresponsible media.
Well I think this really is the difference between us - I just can't understand the appproach which says "it's all too hard, we've done our best, we just need to resign ourselves to the fact that we're going to get bad press for the foreseeable future".
I don't think bad PR is the root of all of Qantas' problems and I don't think it's necessarily
more important than other issues - but that doesn't mean it should be ignored or put in the "too hard" basket.
Anyway, to anything more would be to repeat myself. I'd love to hear some contributions from people with either experience in PR or knowledge of Qantas PR.