The timing could hardly be worse.

United Continental Holdings UAL, +0.14% , already reeling from the public relations disaster of flight 3341, now has to announce embattled CEO Oscar Munoz’s annual bonus. And according to company documents it’s likely to be around $13 million — his reward for aggressively raising the airline’s short-term profits.

Oops.

Two ways United has been fattening profits lately?

First, sellng more tickets than than there are seats, a practice known as “overbooking.”

Second, refusing to pay passengers too much to voluntarily give up their seat on an overbooked flight.

After all, why pay more when you can just call the cops and have a passenger, say, beaten and dragged from the plane? It’s so much more cost effective. The video footage of United passenger David Dao getting treated this way on flight out of Chicago last Sunday has plunged the airline into a crisis.

What's next for Oscar Munoz and United

Munoz is right in the thick of it. His initial response to the scandal was lame and obnoxious. It was probably written by the lawyers. Since then the CEO has upped his rhetoric, calling the incident “truly horrific” and promising to make changes at the airline to ensure this doesn’t happen again.

That’s better, but the crisis isn’t going away. United Continental is due to disclose Munoz’ pay when it publishes its annual proxy statement in the next few weeks.

According to the terms of his contract, as disclosed in previous filings, Munoz is due to receive a “target annual bonus not less than 200% of his annual base salary” (which is $1.25 million), plus “an annual long-term incentive award with a date value of at least $10.5 million.”

Total value: roughly $13 million.

The bonuses and awards are based on United’s operating margins, cash flow, and the performance of the company stock price compared to a basket of industry peers. And they are tied to the financials over one-, two-, or at most three years.

Three years, if you can believe it, is considered “long term.”

Executive bonuses and options are mostly a racket anyway, Most of us don’t need an “incentive” on top of our salaries in order to do our job.

Munoz’s incentives, let it be said, are less egregious than what occurs at many other companies. But if United’s board of directors really wants to do something smart, they could at least defer the CEO’s bonus to a better time. United really doesn’t need more bad PR right now.