Car hire PR disaster as emotional intelligence deserts NZRCS

A few kiwi bro’s of PR Disasters (ta Kelle & Joss) flag a heartless PR disaster as NZ car hire company – NZRCS – insists the parents of two men (Ashish and Akshay),killed in an ice collapse at Fox Glacier pay for transporting the rental car. (Note the car keys were buried with their dead son under tonnes of ice). As the parents struggle to come to terms with their loss, rental car company director Edwin Chan says it had to recoup about $800 for the car to be transported 418km from Fox Glacier to Christchurch, and hundreds of dollars for a new transponder key to electronically unlock the car. “It’s always unfortunate. We feel for them…right words, blah blah insincere corporate sentiment from Chan. Yet Edwin concludes they ‘should have had insurance’. Apart from EI and empathy, what Edwin is missing is PR nous that should’ve told him the real cost of $800 in terms of negative PR (for his chosen course of action) and positive PR (if he’d shown empathetic leadership and supported the doubtless distraught parents). Sometimes, Ed, it ain’t all about the money.

One thought on “Car hire PR disaster as emotional intelligence deserts NZRCS

  1. This one has drawn a significant amount of attention both in NZ and Australia and features on a number of prominent NZ blog sites

    There is support for both perspectives, where while NZRCS may be legally justified in recouping lost costs any PR prac would have the foresight to know there are far better ways to go about it. I expect NZRCS have cost themselves more in future loss of earnings from this wee PR disaster than the $1600 transport & salvage fees sought from the deceased’s family. Illustrates the need for professional guidance for highly sensitive PR issues, if you don’t have them internally don’t be a tight wad and fork out for a consultant.


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