The difficulties Tiger Airways find themselves in have been compounded on a few fronts, three to do with PR but all of their own making.
The absence of a senior spokesperson from much of the media coverage when the Civil Aviation Authority grounded them made the embattled budget carrier look like it was unable or unwilling to act.
The resignation of the CEO should be the catalyst for further decisive action but don't hold your breath.
Selling tickets online to customers without appropriate warnings when it wasn't apparent if and when Tiger would fly again was a breathtaking act. Few companies take on the ACCC head-on.
Tiger's already battered public image also says something about the impact of reality TV.
If you missed it, Tiger took the plunge to be the focus of the "Airways" program, a local version of a long-running UK series. Here's a taste for how that panned out.
Tiger might have five percent of the Australian market but the enduring images in most peoples' minds is of an airline with frazzled staff and long lines of unhappy or oddball passengers. The happy customers don't make for good TV.
Reality TV is a useful channel for reaching people but you really have to wonder if Tiger Air knew what they were getting themselves into.
All of this suggests that if this drags on, this might be a story that's replicated in Australia before too long.