Arun Sudhaman 03 Jun 2014 // 2:00AM GMT
KUALA LUMPUR—Malaysian Airlines has held talks with firms regarding PR support in the event of a restructuring, as the airline looks to restore investor confidence after the loss of flight MH370 and worsening financial returns.
The Holmes Report understands that senior comms figures from the beleaguered carrier met PR firms in Singapore last week, with talks focusing on potential issues management needs that are likely to arise from an overhaul.
Last month, Malaysian Airlines reported its worst quarterly loss for more than two years. The ongoing disappearance of flight MH370, for which Ketchum has been providing crisis PR support, has also hurt passenger traffic, contributing to a decline of 50% in market value this year.
Malaysian Prime Minister Najib Razak has been quoted as saying that bankruptcy cannot be ruled out for the state-owned airline. Other options are believed to include a partial sale of its engineering unit and an upgrade of its ageing fleet.
Representatives from Malaysian Airlines did not respond to request for comment as this story went live.