The Zika virus has become a regional epidemic in certain destinations all over the world. Now many flight attendants and other airline staff are resisting the compulsion to land in these places. At this point, airlines are allowing staff to “opt out” of flights to areas where Zika outbreaks have been reported. However, these locations include popular vacation destinations in Latin America and the Caribbean.

The opt-outs come with conditions. United said it would allow pregnant flight attendants the option of withdrawing from assignments, but did not elaborate if these were switches or voluntarily approved loss of work.

“The safety of our employees is paramount and providing this option was the right thing to do under these circumstances,” United spokesman Rahsaan Johnson told reporters.

Delta took the options one step further, allowing attendants to swap out assignments for flights to other destinations. Delta spokesmen told the media a “small number” of crew members had taken advantage of the swap option.

It’s an interesting public relations conundrum. The World Health Organization is already classifying the Zika outbreak as a public health emergency of “international concern.” Estimates of current spread include roughly 4 million infected people over the next year. Meanwhile, the impacted areas are well-traveled and popular with American and European tourists.

While current recommendations against travel from the CDC are limited to pregnant women, the news isn’t good for anyone who depends on travel or tourism in those destinations. When it comes to childbearing, nearly everyone is wired to be “better safe than sorry.” No one wants to put themselves or their future children at risk, whether they are currently pregnant or not.

Doubling down on the fear escalation, the US Department of Defense recently said it would offer a voluntary relocation to pregnant employees and their beneficiaries who are stationed in areas where Zika has been found.

Now that both the private and public sector are openly involved in leaving the area, there’s no way the tourism industry can avoid the PR crisis. They need to address this carefully, with a deft approach taking into consideration both the justifiable fears of the general public and the necessity of their businesses to continue operating without catastrophic losses.

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Ronn Torossian is the Founder & Chairman of 5W Public Relations, one of the largest independently owned PR firms in the United States. Since founding 5WPR in 2003, he has led the company's growth and vision, with the agency earning accolades including being named a Top 50 Global PR Agency by PRovoke Media, a top three NYC PR agency by O'Dwyers, one of Inc. Magazine's Best Workplaces and being awarded multiple American Business Awards, including a Stevie Award for PR Agency of the Year. With over 25 years of experience crafting and executing powerful narratives, Torossian is one of America's most prolific and well-respected public relations executives. Throughout his career he has advised leading and high-growth businesses, organizations, leaders and boards across corporate, technology and consumer industries. Torossian is known as one of the country's foremost experts on crisis communications. He has lectured on crisis PR at Harvard Business School, appears regularly in the media and has authored two editions of his book, "For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations," which is an industry best-seller. Torossian's strategic, resourceful approach has been recognized with numerous awards including being named the Stevie American Business Awards Entrepreneur of the Year, the American Business Awards PR Executive of the Year, twice over, an Ernst & Young Entrepreneur of the Year semi-finalist, a Top Crisis Communications Professional by Business Insider, Metropolitan Magazine's Most Influential New Yorker, and a recipient of Crain's New York Most Notable in Marketing & PR. Outside of 5W, Torossian serves as a business advisor to and investor in multiple early stage businesses across the media, B2B and B2C landscape. Torossian is the proud father of two daughters. He is an active member of the Young Presidents Organization (YPO) and a board member of multiple not for profit organizations.