Air India, which is plagued by frequent delays and cancellations, plans a PR push designed to bolster customer confidence in the Subcontinent's national carrier.
A staffer told The New Indian Express that the airline "has been under a lot of media exposure" and it is common for a service industry company to "appoint PR agencies to project the right image" to its users.
Air India is looking for a firm to manage and enhance its media perception and handle corporate communications.
A year ago, the carrier launched a PR search but didn't hire anyone.
Air India, which is a member of the Star Alliance, flies to 66 domestic locations and 33 international destinations.
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