Chiefs take message to the frontline staff

Getting the message to 60,000 employees is not easy - especially when half of them are in the air.

At British Airways, Simon Walker must use a media mix, including the weekly British Airways News, Waterside's own publication, the airline's intranet and videos.

Staff without desks or computers, such as flight crews, present a special problem. That is one reason senior managers, right up to the 12-strong leadership team, are required to get out from behind their desks and tell the troops face to face what is happening at head office.

The informal, village-like atmosphere of Waterside is also designed to create a common culture where winning ideas are sparked.

But for Mr Walker, the main communications strategy is overcoming smugness.

"In Britain, we are the biggest airline and that breeds a sense of complacency," he said. "We are always working against that."