There was a fascinating episode of BBC1′s Panorama last Monday, which focused on the operations of Irish airline Ryanair. Most of the programme focused on the ruses Ryanair use in their dishonest marketing methods and how users are forced to pay so-called ‘optional’ charges. The usual stuff we here everywhere but with the new ones being introduced all the time it is important to keep abreast of them.
The highlight of the programme was a ding dong between the show’s presenter Vivian White and Ryanair’s big cheese, Micheal O’Leary, who White appears to have doorstepped outside Ryanair’s HQ due to O’Leary refusing to do an interview with the Beeb unless it was shown in full. This is a ridiculous demand and one that Ryanair must have know would be refused, as there are no independent TV companies in the world who would grant such a request, as this would be the equivalent of giving him editorial control.
Catherine O’Mahony discussed this issue much better than I ever could in her column in the Sunday Business Post last weekend, so I have copied her post in below as well as link to the original. At the bottom I have included the link to the full uncut interview with Michael O’Leary, which the BBC put on their website.
http://www.sbpost.ie/mediaandmarketing/media-world-45038.html
Media World
AUNTIE’S ANTICS CAUSE O’LEARY TO LOSE HIS COOL.
18 October 2009 By Catherine O’Mahony
Editing. The Oxford English Dictionary says this means either preparing written material for publication ‘‘by correcting, condensing, or otherwise modifying it’’, or preparing and arranging material for a recording or broadcast.
So by definition, it involves manipulating material so that an article or programme can be easily understood.
Without editors, newspapers would be too heavy to lift. On TV, every news item would go on for several hours. Episodes of multi-location reality shows such as The Apprentice would be three days long.
Someone needs to explain this to Ryanair’s Michael O’Leary.
The airline boss appears to think it perfectly reasonable to insist that his contribution to a broadcast feature must run in full, untouched by an editor’s hand. This was, he declared unapologetically last week, what he asked of BBC’s Panorama programme because, he insisted, his input would otherwise be altered to suit Panorama’s agenda.
His request was declined and the programme went ahead. On the day the show was to run, O’Leary published 25 pages of e-mail correspondence with the BBC programme on the Ryanair website and issued a press release giving his side. He took issue with a claim made by a spokesman for BBC Panorama who had said: ‘‘We wanted to interview Michael O’Leary, but he wanted editorial control and that is something that no broadcaster would agree to.”
This was entirely false, Ryanair said.
‘‘Ryanair sought no editorial control over this interview. All Ryanair asked for was that the interview, of whatever length (to be decided by the BBC) would not be edited, censored or cut by the Panorama editors.”
But insisting that material remains uncut is a bid to exercise editorial control. It can’t be done with print media and it can’t be done on TV.
What if someone from the BBC refused to get on a Ryanair flight unless they could personally organise the seating plan?
Nonsense, right? This was a surprising gaffe from a company that usually follows a deft – if incendiary – line in public relations and marketing.
The e-mail correspondence shows that the BBC got a few things wrong in the course of its research (such as the issue of aircraft turnaround times), but surely Ryanair could have managed to defend itself on these issues? It’s not like it has anything to fear from controversy.
But instead of cooperating with the BBC programme, or even ignoring it, which would have at least kept the whole episode relatively low profile, O’Leary made maximum fuss.
At the last minute, Ryanair tried to turn the dispute to its own advantage by directly urging customers to watch the BBC show and promising to give away 100,000 free flights for every false claim made.
Anyone who did so will have seen a reasonably balanced, hardly groundbreaking, programme that gave Ryanair management a pretty fair hearing – going as far as to run a wholly unedited impromptu interview with O’Leary on its website.
Final score: BBC: 2 (for showing off its integrity and for winning extra ratings). O’Leary’s PR skills: nil.
(End of SBP article)
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Here is the full BBC interview with the Not-So-Great-Man in all it’s glory http://news.bbc.co.uk/2/hi/8297211.stm