Air Canada CEO Michael Rousseau faces mounting criticism this week following a poorly handled condolence message and subsequent apology after two young pilots died in a fatal runway collision at LaGuardia Airport.
The controversy has shifted focus from honouring Captain Antoine Forest and first officer Mackenzie Gunther to a heated national debate over Rousseau's French-language capabilities and respect for Canada's official language obligations.
In a four-minute video published Monday, Rousseau delivered condolences almost entirely in English, speaking only two words in French: "Bonjour" and "Merci." The Office of the Commissioner of Official Languages has received more than 2,000 complaints about the message.
Double Crisis Emerges
Louis Aucoin, president of Aucoin Stratégie et Communication, argues Rousseau now faces a two-pronged public relations disaster: failure to honour the pilots in both official languages, followed by an inadequate apology.
"This is an issue of respect rather than just language barriers," Aucoin said, noting what should have been a straightforward message of compassion has devolved into separate crises of respect and transparency.
The linguistic divide carries particular weight given that Forest was from Coteau-du-Lac, Quebec, a predominantly French-speaking town of more than 7,000 residents. Air Canada, formerly a Crown corporation, maintains its headquarters in Montreal, where French serves as the sole official language.
Political Pressure Mounts
Quebec's National Assembly overwhelmingly passed a motion Thursday calling for Rousseau's resignation, with members arguing his inability to speak French demonstrates disrespect for francophones nationwide.
Rousseau addressed the controversy in a written statement Thursday, acknowledging he cannot express himself adequately in French while noting his continued "efforts to improve." According to Air Canada, the CEO has completed approximately 300 hours of French training since facing similar backlash in 2021.
Company Policy Contradictions
Air Canada's Official Languages Policy serves as a "guide for all employees to fulfill our linguistic obligations," according to the carrier's 2024-27 linguistic action plan. The policy explicitly states that "all communications to the public and all events organized by Air Canada are in both official languages."
The policy requires all Air Canada employees and business partners acting on the company's behalf to comply with established bilingual communication procedures.
This article is based on reporting by CBC Politics. Original story available at CBC.ca.