Call it 72 Hours of Turbulence. The Air Canada - CUPE standoff August 16-19 will go down as a short but intense (and historical) PR crisis that required ultra-rapid response strategies from both sides, with CUPE's values-based messaging approach proving particularly effective at capturing public support despite significant travel disruptions during peak season.
Here are a few key PR takeaways:
Crisis Communication Timing and Transparency Matter
Air Canada's decision to issue a pre-emptive lockout notice in response to the 72-hour strike notice, followed by CUPE defying a back-to-work order from the Canada Industrial Relations Board, created a complex narrative around who was being reasonable versus confrontational. The back-and-forth messaging showed how quickly public perception can shift when both sides appear to be escalating rather than de-escalating tensions.
Sharp, Values-Based Messaging Can Win Public Support
CUPE's campaign around “unpaid work is unfair and unCanadian” proved highly effective at framing the dispute in moral terms that resonated with Canadian values. The campaign was a dream for social media, immediately casting the corporation as the bad guys. When the other side paints you into a corner, it takes Herculean efforts to get out. See below for how that might be possible, even in the toughest circumstances.
Leadership, Leadership, Leadership
Juxtapose the national president of a union ripping up a back-to-work order and saying he is willing to be jailed for the cause with a corporate CEO trying to convey the context of “a good offer from our perspective” (Reuters). Leaders make the issue personal, so there is no doubt where the buck stops. Perhaps the CEO conveys real conversations he’s had with tired passengers who are missing out on weddings or other important moments, as well as his belief in the professionalism and value of employees. “We’re Canadian too, and Canadians fix problems.”
The 72-Hours of Turbulence proved that CUPE's campaign turned a labour dispute into a national conversation about values, demonstrating that authenticity beats corporate messaging every time. While Air Canada focused on damage control and necessary operational issues, CUPE captured the moral high ground and public empathy. The next time your organization faces crisis, ask yourself: are you speaking like a corporation, or like someone who genuinely cares?
