Relax - Will 'askew girls' tar image?

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PICTURE this: Our iconic Singapore Girl dressed in her sarong kebaya holding a cigarette between her well-manicured fingers and puffing away.

One traveller asked: Is this an image of the Singapore Girl we want to see?

He was concerned enough to e-mail a photograph he took of three Singapore Airlines (SIA) flight attendants lighting up in public to citizen journalism website Stomp.

Identifying himself as LCS, he said: "I came back from a business trip on Saturday, July 31, and saw three (SIA) girls smoking in their uniform at the arrival hall of Terminal 2.

"I have nothing against smokers. In fact, I am a smoker too. But I think these girls should have some pride and discipline when they are in their uniform." From the picture, it appears that the women were smoking outside the airport.

Visitors cannot smoke inside the airport unless it's at designated smoking areas.

When contacted, an SIA spokesman said: "Singapore Airlines has high expectations of the conduct of our cabin crew while in uniform, and we are conscious that it shapes public perception of the airline's image and standards.

"Crew are reminded to be well-groomed and to be on their best behaviour when in uniform.

"Where smoking is concerned, we actively promote a healthy lifestyle to our crew, and while there is no outright prohibition on smoking, we do have internal regulations which crew are required to abide by, and in accordance with laws governing non-smoking zones."

Would the sight of SIA flight attendants smoking have a negative impact on the airline's image?

Said Ms Jo Clary Maughan, leading image consultant for F3 Image Consultants: "It's not a good look because people associate its squeaky clean image with the nice-looking girls and great customer service. It sort of contradicts its branding and image.

"A uniform brands a person to a particular company - that's how companies distinguish themselves. When you're branded, people take notice and take more note of you than when you're just wearing everyday clothes."

The solution, she suggested, would be for SIA to designate a smoking area for its staff that is closed off from the public.

Alternatively, the airline could ban its employees from smoking in public when in uniform, she said. But this may not go down well with the employees as the company could be seen as dictating what they do in their own free time.

Ms Jill Lowe, of image consultancy Jill Lowe International, said that smoking in public while in uniform might be acceptable if one is working for a tobacco company.

"But since smoking is such an anti-social action, it has no place in any company's brand-building."

A check with other airlines showed there is no hard and fast rule on staff smoking in public.

While Cathay Pacific has a set of policies and guidelines in place for uniformed staff in terms of their appearance and behaviour, it does not impose a ban on smoking in public.

The spokesman said: "In essence, staff in uniform are expected to exercise good manners, so as to maintain our corporate image and the good reputation of the airline.

"As for smoking, as it is a personal choice, our guideline is that (members of) our uniform(ed) staff (are) allowed to smoke only in designated areas if they wish."

The same goes for Jetstar, which does not impose a ban on staff smoking in public.

But its cabin crew are expected to be on good behaviour at all times, regardless of whether or not they are on flight duty, said a spokesman.

Stricter guidelines

Thai Airways has a stricter set of guidelines on staff behaviour. Its employees are not allowed to smoke in public, drink, gamble or even shop while in uniform, a spokesman said.

Employees who get caught are given a warning. If they are recalcitrant, a committee will decide on appropriate action against them, she added.

Other uniformed organisations such as Certis Cisco, Aetos and the Singapore Armed Forces (SAF) are stricter. SAF personnel in uniform caught smoking in public are fined $50 for the first offence and $100 for a repeat offence.

Officers from Certis Cisco and Aetos are not allowed to smoke in public when in uniformand on duty.

A Certis Cisco spokesman said failure to obey standing instructions may result in disciplinary action in accordance with the severity of the misconduct.

An Aetos spokesman said the behaviour of its officers is governed by an Auxiliary Police Standing Order on general conduct and action can be taken against offenders.

This article was first published in The New Paper.

Will 'askew girls' tar image?

By Lediati Tan, The New Paper | Sat, Aug 7 2010

It’s not a great way to fly for brand-building, say image consultants.

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Readers' Comments

What does anyone expect?? They're not exactly nuns to begin with. So what's the fuss??

by chieftain, posted on 14 08 2010, 13:05

fly hooters air better
http://airlineworld.files.wordpress.com/2007/11/greatwall2bg.jpg

by jameslee58, posted on 13 08 2010, 14:36

She Could Be Practicing Forr A New Service In The Sky By SIA.
Remember SIA Is Always First When It Comes To Improving And Introducing New
Service In The Sky For Especially Those Weary Tried Business Class Travellers.

by AnakSinga, posted on 13 08 2010, 13:59

There is no right or wrong for this particular topic. However, what I feel is that, they should uphold the image. It's just like, when you're working in an office, you do not remove your shoes and let your legs dangle in the air....? However at home, you can do whatever you like.

by purpieuni, posted on 13 08 2010, 11:08

This busybody is too "KE PO"
May be he just lost too much at RWS?

by kasimtan, posted on 12 08 2010, 22:58

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