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I do get what you are saying.

However, AMR can't change the date at which they pay out bonuses.

Even if they could, changing the date would be done to try and change how those bonuses are perceived.

Those bonuses will never be perceived well, or even neutrally.

Even when AMR's business was growing and their stock value was rising, they got slammed for these bonuses. The bonuses are lower now, and they are admitting there are problems, while rewarding people for the things they did right. However, that's not what you hear from the media, because the truth doesn't matter to the media.

I'm not blind to the value of good marketing. I've gone on many sales trips with our sales and marketing departments to help land big deals.

However, you also have to realize that AMR has two audiences. Their customers and their employees, and they have to do what they can to please both.

In the case of the bonuses, they aren't going to please their consumers. They need to do what they can to reduce the amount that the bonuses irritate consumers, but that's difficult with the leftist media against them.

However, they can't afford to piss off their employees either. If they do, their efficiency will suffer as will their customer service.

What I'm saying is that doing something like trying to delay the bonuses is penny wise, but pound foolish. The gains are not as great as you seem to think they would be, and the costs are much higher.