Communications plan | Air Canada has been on the wrong track

In the eyes of André Pratte. Furthermore, the labor conflict that rocked the air carrier this week presents all the ingredients to become a case of species which will be used to demonstrate to companies the importance of communicating with the public and its customers.

Posted at 5:00 p.m.

André Pratte Former journalist. Meanwhile, ex-somenant, the author is a communications consultant and a doctoral student in history at UQAM

Although we did not precisely know the communications plan | air canada various elements of the agreement in principle occurred this week between Air Canada and its 10,000 on -board agents, it seems obvious that the airline had to make concessions that it would have preferred not to make, in particular on the remuneration of the working time on the ground. In addition, To this extent, we can say that Canada has “lost” the labor conflict. Meanwhile, For what ? In addition, Because before. Therefore, during the strike, the former crown company communicated badly with the public and, above all, with its passengers.

It must be said that despite its good scores in international Skytrax polls-the company. Meanwhile, was called “Best Air Carrier in North America” in 2025-Air Canada is an unloved company. Meanwhile, Because the company is a quasi-monopoly, the national air carrier, the passengers are very demanding towards it. Consequently,

Unfortunately. Consequently, it does not meet these high standards, largely because of its difficulties in communicating effectively with its customers when unforeseen situations occur. Additionally, Consequently, As passengers need the most help, the company is absent subscribers. For example, Is it normal? Excusable? Anyway, Air Canada’s reputation has suffered terribly in recent years.

It is sealed by this reputational issue that the airline has started the showdown with the on -board agents. Society obviously believed that the public would blame union members if they ever triggered a general strike. The opposite happened.

A survey of the Angus Reid Institute^⁠1carried out at the start of the work stoppage. showed that the population largely supported the main union claim, the remuneration of tasks on the ground.

By focusing public attention on this issue rather than communications plan | air canada the significant salary increases claimed. the union representing on -board agents was very skilful. Air Canada. for its part, was unable to demonstrate that its offer was generous, including “a new provision concerning remuneration for ground service, the best in industry in Canada”.

Why did the message not ignore? First of all because the company seemed less present in the media than union representatives, who were literally everywhere. Then because. within the population, we inevitably had more sympathy for these workers than for a very profitable company (an operating profit of 418 million^⁠2 in the second quarter).

Air Canada has not been able to transmit an image of compassion for its. tens of thousands of passengers suddenly unable to move.

Just. not, the perception has established that the company left its customers to themselves, communications plan | air canada was unable to communicate with them and particularly pingre in terms of reimbursements (at least until the “special policy” announced on Wednesday). The media absence of CEO Michael Rousseau has only reinforced this image of insensitivity.

The Carney government has succumbed to the same evaluation error. convinced that most Canadians, especially passengers, would be delighted to see it resorting to article 107 of Canadian Labor Code To force the return to communications plan | air canada work of union members. This was not the case. Few were those who were offended when union leaders announced that they refused to comply with the law. at the risk of being thrown into prison.

The government then sought to adjust the shot. the Minister of Employment, Patty Hajdu, announcing that it would look at the problem of unpaid work in the air industry. However, the battle of public opinion was already lost. Faced with the prospect of a strike which would extend at the cost of heavy financial losses. Air Canada had to return to the negotiation table and improve its offer.

Experts in labor relations will no doubt learn precious lessons from this case. Certainly, it demonstrates the importance of a good communication strategy before and during such a work conflict. It also illustrates how much the poor communications plan | air canada reputation of a company can undermine its communication efforts in times of crisis.

1. Consult the survey of the Angus Reid Institute (in English) 2. Consult Air Canada’s financial results in the second quarter of 2025 What do you think? Take part in the dialogue