Case study - A PR Battle The neverending volley between puble relasons and publoty is oflen seen in corboverial issues among matiple stwwholders. especiely if the motves of each party diverge. As woidert between the National Hockey Leogue (Wet.j and one of ta spenson, Ar Camada, bock an interesting turn of events followig a hit by Zdeno Chara of the Bosson Bruent on Mas Paciovetty ef the Mortreal Canadens dumg a Habe home game in alich the local hech received a concussion and lent the game. As drected by Ar Canadars CEO, Cavin Revinesos, the coerpany subsequenty wrote a wher to Sir. Commissioner Gary Betinan addwssed fiom the arline's Dinector of thanketing and Communications Dens Vandat. The lener voiced teer encem over Be onion he and others that occuried troughoul the wague, and exprested how the comsary expecienced affeuty. closed with the following. Uniess the Nart tabes mumedate acton wath sericus koppensons to toorterntip of hocksy. "The league responded by seling Arr Canada is stre medting in internal aftiers and is withdraw as spontorihe 2e desired Afle this. As Canade deciled to wafe into the inaber tince it beleved the orghal communication would remain perite and not leaked to the meda. Given this shuation, a number of stakeholders coemmented on the matier in the meda this a debate, you have to be ready to join the debahe. Ther Ner. sponwors lae Laban and Visu of the NotL or the players' association. Motson, which replaced Labaf as fre inugut's been spontsr ahorly afer the incleert, oflered that it was Tlemly on the side of hockly. Acother sponsor, a coffee retaler that leatures sidney Crosby in as ads, stated. "Tem bevions continue to work towinds addressing concems aith head injores." Interestingly. Bel-an and. sponsor and pertal coner of the Monbeal hockey chb-provided a the league in addressing safety conceens as quichly as possitle. Bel agrees that player safety be paramount, and wo are configent in the Nrti's willingsess and ablly to effectively masape the issue. Another magor aponser also made as perspective Whowny "Scothetunt wil cortinue to Fowtars work with the Nath, and the NHLPA ts educate fiare generatons of hocker players on reapec. be very active in the educational area os concusion and deve moral patsion an the iasue." Markeing eoperts conclusted that Air Canatirs pont would be wet waken by the peracal putic snce the arine echoed the sentinent of many Canadans: however, arme ewivessed concen. Wit the Nif, bocking out its ployers a ywar later for about four morths, at remans uncertain as to who lowt in tement of long-run cerediliy. Questions: 6. Why did Air Canada decline to wade into the matter? 7. Which other sponsored declined to comment