Communication in the U.K. Budget Airline Industry: How PR affects corporate success

Matthias Schimmel

feb 2014 · Anchor Academic Publishing (aap_verlag)

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The main purpose of this study is to investigate how Public Relations are currently used as a communication tool within the UK budget airline industry, and how the student segment in the UK corresponds to these measures. To gain a holistic understanding of the topic, facts on the UK air transport market are introduced briefly, with a special regard to the two leading budget airlines, Ryanair and EasyJet. Furthermore, the importance of PR for the airline industry is assessed by the conducted field research.

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Matthias Schimmel was born in Worms, Germany in 1983. After completing his Bachelor’s degree in “International Business” with the ESB Business School in Reutlingen, Germany, he took the opportunity to do a double-degree Master’s programme with Edinburgh Napier University and IPAG, Nice in the field of “International Marketing with Tourism & Events”. During his studies, he had the chance to live and work in Mexico, Spain, France and Scotland. The competencies gained throughout his studies and international experience influenced and benefited his scientific work.