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Shaking the Skies by Giovanni Bisignani

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CHAPTER FOUR

Raising theProfile

Using the media tocommunicate strategy

Stop being shy

We shouldn’t underestimate the external factors influencing aviation. Without the unwieldy government regulations or monopoly suppliers in the value chain, aviation would stand a better chance of sustainable profitability.

But we also have to be honest. Air transport has to take its share of the blame for these problems. The industry has been too slow, too shy, in voicing its complaints. It has lacked courage. Are we afraid of disturbing the sensitive souls of politicians? Or of ruining an airport CEO’s afternoon tea? It doesn’t matter if industry insiders know the facts. By definition, we are not the ones in charge of changing these external factors. Airlines ...

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