The CEO of the largest Canadian airline is facing criticism this week after a mishandled expression of sympathy and a subsequent flawed apology. Following the tragic deaths of two pilots, Captain Antoine Forest and first officer Mackenzie Gunther, in a runway accident at LaGuardia Airport, the focus has shifted to a national debate over whether Michael Rousseau’s proficiency in French aligns with expectations from his company, the public, and the government.
Crisis management expert Louis Aucoin highlighted that Rousseau is now dealing with a dual PR crisis, initially for not properly honoring the pilots in both of Canada’s official languages and subsequently for an apology that many found inadequate. Rousseau’s four-minute online video message, released on Monday, predominantly in English with only two French words, “Bonjour” and “Merci,” sparked over 2,000 complaints to the Office of the Commissioner of Official Languages (OCOL).
Despite undergoing around 300 hours of French training since a previous backlash in 2021, Rousseau’s language skills continue to be scrutinized. The Quebec National Assembly overwhelmingly passed a motion calling for Rousseau’s resignation, emphasizing that his inability to speak French is seen as a sign of disrespect towards French-speaking citizens.
Air Canada, headquartered in Montreal where French is the primary language, has a strict Official Languages Policy mandating that all communications with the public and events organized by the airline must be in both official languages. The OCOL confirmed that Air Canada is subject to the Official Languages Act, which includes requirements for public services and workplace communication to be bilingual.
While the OCOL refrained from commenting further on Rousseau’s case pending complaint assessments, the emphasis on bilingualism for leaders, especially during crises, was reiterated. Aviation industry expert John Gradek noted the uncertainty surrounding how Air Canada’s board will respond to the recent motion for Rousseau’s resignation, given a similar situation in 2021.
Aucoin criticized Rousseau’s assertion of being “unable” to speak French, suggesting he could have read a prepared statement in French to address the communication crisis more effectively. Aucoin stressed the importance of sincerity and the need for Rousseau to engage directly with the affected parties. Rousseau is anticipated to face increased scrutiny when he appears before the Official Languages Committee to explain his decision to offer condolences only in English.
