QANTAS: Ex-CEO Alan Joyce prepares for PR war over new book

Alan Joyce has retained not just one, but two public relations flacks to handle the expected reputational damage from Joe Aston’s forthcoming book, ‘The Chairman’s Lounge: The inside story of how Qantas sold us out’ (Simon & Schuster), according to a story in the AFR.

To say I was awaiting this book with overwhelming anticipation would be an understatement.

Alan Joyce is reported to have retained ex-journalist Steve Lewis, now of SEC Newgate PR. There, he provides advice to corporations and the government, as well as ‘high-level media training to some of Australia’s leading public servants.’ Maybe Joyce needs some tips on his presentation techniques.

The second talent he has engaged is Andrew Maiden of Maiden Advisory, formerly of Telsta and ASTRA—subscriptions TV’s peak body. His expertise is in reputation management and ‘strategic counsel to business leaders’. His background is as a political press secretary and chief of staff.

Neither of these talents will come cheap. But with a paycheck of around AU4125 million over the 15 years he headed Qantas, I think his pockets are sufficiently deep.

The book that deals with ‘governance and ethical failings at Qantas’ is due to be published 30 October 2024

About Joe Aston

Joe Aston was formerly the editor of the AFR’s notorious Rear Window column for 12 years until he stood down in later 2023. In January 2024 it was announced that he was writing a book about Qantas

Aston’s history with Qantas is as colourful as his writing. Let’s start in 2009 when he was reportedly dismissed from the corporate communications team at Qantas. A grudge, maybe?

His writings on Qantas and Joyce for Rear Window were whithering but highly amusing. So much so that Qantas is reported to have approached editor Michael Stutchburry about Aston’s continued role at the column. That tactic seemed to be unsuccessful, so Qantas banned the Australian Financial Review from its airport Lounges, only returning it a few months after Joyce’s departure.

Aston did not pull punches, but that applied to anyone he wrote about. He called Jayne Hrdlicka over at Virgin Australia ‘Cruella de Vil’ for example.

Other Books about Qantas

He is not the only person who worked for Qantas who wanted to write a book about them. In 2015, Qantas legally nixed a tell-all book by Lucinda Holdforth, Alan Joyce’s speechwriter. Qantas launched legal action because the proposed book was believed to provide new behind-the-scenes details of the controversial grounding of the Qantas fleet in 2011. It has never seen the light of day. The airline and author reached an out-of-court settlement, which included suppressing the contents of the proposed book.

Books that have already been published about Qantas and Alan Joyce are:

• The Men Who Killed Qantas, Mathew Benns 2010
• Mayday: How warring egos forced Qantas off course, by Matt O’Sullivan, 2015
• Alan Joyce and Qantas: the Transformation of an Australian Icon, by Peter Harbison, 2023, also Joyce’s biographer

2PAXfly Takeout

I looked through my bookshelves and think I have read all three published books above.

I’m looking forward to the end of October when I will be able to read Joe Aston’s, which, according to the pre-prepared reviews, is:

‘A masterclass in investigative journalism and a gripping, must read. Aston’s blistering exposé of Qantas is a scathing, unflinching takedown of greed, delusion and a shameless abuse of power, both jaw-dropping and brilliantly incisive.’

Adele Ferguson (ABC Investigations)

‘A cracking read … Joe Aston is a once-in-a-generation adornment to business journalism with fearless resolve, razor sharp intellect and remarkable writing skills.’

Hedley Thomas (true crime podcaster, investigative journalist and author)

‘Helmets are required for this book, the zingers never stop.’

Kate McClymont (chief investigative reporter at The Sydney Morning Herald)