Singapore Airlines will always stress safety, but VP of PR James Boyd works to ensure that customers know they'll also enjoy the trip - a message that's proving profitable to the Asia-based carrier.
"There's a fantasy element to this work - vacation, escape, exotic places - and an enormous responsibility," says James Boyd, who was promoted to Singapore Airlines' VP of PR for North America last year. "It's [also] life and death. You feel a personal sense of responsibility. It's ...