Public relations experts are applauding Ryanair for another feat of PR alchemy after its chief executive Michael O'Leary thanked the BBC for giving the company valuable publicity by screening a Panorama programme into the airline's operating practices.
The documentary hardly projected a favourable view of the low-cost carrier by highlighting the airline's uncompromising approach to customer service and its hidden charges for check-in, baggage and online payment handling.
The programme Why hate Ryanair? also took a dim view of the airline's treatment of cabin crew and pilots, its hardball negotiation tactics with airports and plane manufacturers and other ruthless cost-cutting measures.
Yet the airline immediately turned a potential PR banana skin to its advantage by claiming that the programme only succeeded in reinforcing the airline's reputation for providing no-frills travel at rock-bottom prices.
An ebullient O'Leary said that the company wanted to thank BBC Panorama for giving it a heaven-sent publicity opportunity during one of the worst times of the year.
And the airline grabbed that opportunity with both hands by promptly announcing it was giving away 100,000 seats for every false claim made on the programme.
The consensus both among customers and PR professionals is that the company has come out smelling of roses again and that if you don't like Ryanair then simply pay more and fly with another airline.
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