In 2018, the Indian multinational company, Kingfisher Airlines, faced a major public relations (PR) crisis that significantly affected its image. The airline had been a prominent player in the Indian aviation industry but had to ground its operations due to financial issues, poor management, and a series of scandals. The crisis intensified when the airline’s chief, Vijay Mallya, became embroiled in legal troubles related to financial mismanagement and defaulting on loans. The public relations crisis not only tarnished Kingfisher’s image but also raised concerns about the integrity of the airline’s leadership. To restore its image and regain public trust, Kingfisher Airlines employed several PR tools and strategies, though many were reactive and failed to completely reverse the negative perception that had been created. The PR efforts can be categorized into media management, public statements, crisis communication, and reputation management tactics. Media Management The first step in Kingfisher’s response was managing the media narrative. The company sought to control how the media covered the crisis, often by providing exclusive interviews with senior management and offering statements aimed at mitigating the damage. Kingfisher Airlines hired experienced PR professionals to handle media inquiries and attempted to ensure that the news cycle did not spiral into a complete public relations disaster. In some cases, Kingfisher used selective media channels to present the company’s version of the story, attempting to highlight the positive contributions the airline had made to the aviation industry and the fact that it was a beloved brand