Misleading headlines, missed context: a case for responsible aviation reporting

The media plays a pivotal role in shaping public perception. But when headlines prioritise sensation over accuracy, they risk creating panic and misunderstanding-especially in sensitive industries like aviation. In Kenya, even respected media outlets have occasionally published headlines that, on closer inspection, distort the truth. Here are several examples that illustrate the point.

1. ”How KQ passengers lost Sh. 4.6 billion on ticket expiry breach.”

At face value, this headline suggests a sinister scheme by Kenya Airways (KQ) to swindle passengers. However, the Sh4.6 billion question refers to the value of tickets that were not utilized within their 13-month validity period-standard industry practice. Just like movie theatre or hotel bookings, terms and conditions apply that stipulate, among other things, the validity period of a booking. KQ offered the services for which bookings were made. Some passengers were no-shows for the entire period of validity. Based on industry best practice, the airline wrote back this revenue after 13 months.

2. “Forex gains lift Kenya Airways from more than a decade of losses.”

This headline followed KQ’s first net profit in 11 years, implying the airline’s financial recovery was largely due to favourable currency exchange rates. In reality, forex gains accounted for only Sh1.2 billion of the Sh5.4 billion total profit. The real drivers were operational efficiencies, cost reductions and increased revenues-factors that deserved more emphasis than they were given.

Why are flights within Africa more expensive than international ones?

3. “Kenya Airways Cancels Flights on Crew Shortage.”

The article claimed that crew shortages stemmed from layoffs during the Covid-19 pandemic. KQ later clarified that it had, in fact, added over 314 cabin crew members at the time and had reinstated 91 percent of those affected by pandemic-related non-renewals. Furthermore, all staffing decisions were aligned with Kenya Civil Aviation Authority regulations to ensure safety and service excellence. The headline misrepresented the airline’s staffing situation and undermined regulatory adherence.

4. “KQ drops deal with Delta for South African Airways Venture.”

This misleading headline suggested that KQ had abandoned a partnership with Delta in favour of a deal with South African Airways (SAA). However, no airline works in isolation. The levels of cooperation differ between airlines. They range from interline agreements to deeper collaborations like codeshares, joint ventures or alliances. It is therefore not unusual for KQ to work with both SAA and Delta at the same time.

5. “Kenya Airways is the most expensive airline in Africa.”

Fares are determined by the type of service. Typically, direct or non-stop services attract higher charges. Layovers, especially those with very long wait-times tend to be cheaper. KQ flights out of Nairobi are all direct to any of the multiple destinations the airline covers in and out of the continent. This accounts for the marginal fare difference.

Conclusion

Aviation is a complex and tightly regulated industry. Headlines that omit context or rely on sensationalism do a great disservice not just to airlines like KQ but also to passengers, regulators and the public at large. It is imperative that journalists balance urgency with accuracy, especially when reporting on matters that carry significant economic and safety implications.