Communication crisis - After air crash

There're some piece of astonishing news in those days. A Russian passenger plane crashed in a mountainous part of Egypt's Sinai Peninsula, killing all 224 people on board, including 25 children, 31th Oct. So many innocent victims died in the air disasters. Here's a look at the deadly air accidents which have claimed hundreds of lives in recent years. 

April 20,2012

Pakistan’s Bhoja Air Flight 213

Killing all 127 on board

June 3,2012

Nigeria’s Dana Air Flight 992

Killing 147 passengers, 6 crew members and 40 more people on the ground

March 8,2014

Malaysia Airlines Flight 370

239 missing, later confirmed dead

July 17, 2014

Malaysia Airlines Flight 17

Killing all 298 on board

July 24,2014

Air Algerie Flight 5017

Killing all 116 on board

December 28, 2014

Indonesia AirAsia Flight 8501

163 people died

March 24,2015

Germanwings Flight 9525

144 passengers and 6 crew members died

October 31,2015

Russian Airlines Flight 9268

217 passengers and 7 crew members died

The youngest of the deceaseds is only 10 months…

“It brings people together — families, friends and business colleagues. It helps minds to meet and exchange ideas in forums like this. It gives people the freedom to be almost anywhere in just 24 hours. And it has turned our wonderfully big planet into a wonderfully small world of enormous and wonderful opportunities.”
                                                                 ——IATA director general and CEO Tony Tyler

What risk airline will take after crash?

These news aroused much worry in society, crashes occur frequently make the passengers a fear of flying. After that, these issues took much attention from each ailines and affected the global aviation industry.

There is a classic failure case in last year from Malaysian Airlines about the strategy of corporate crisis management. Malaysian Airlines crossed in brand image, market setback, declining competitiveness not only because of the crash but also delay solution of emergency.

1.  THE SPEED OF RESPONSE

The aircraft was missing in the morning on March 8 and it had been widely reported by the media. Malaysian airlines had not respond quickly and just held a brief news conference in the afternoon. As you know, crisis PR has a saying about "Golden Four hours" , since  the mobile Internet era, the golden period should even be shorted.

2.  THE LACK OF COMMUNICATION

Malaysian airlines had not prompt, effective and adequate the real development of this crash to the media, that lead the public opinion to a vacuum. The news and views were based on a guess and inference, but speculation and inference were often towards the negative.

3.  THE INSINCERE ATTITUDE

The conference in the 8th was last in 5 minutes without senior leaders. Evening the reception delayed two hours, it still didn't give any substantive information. At last lights was turned off, the conference force closed because of the reporters’ questions. On the image of remodeling, so the level of public opinion is undoubtedly inferior. On the image of remodeling, this coping style is undoubtedly the lowest level.

Malaysia Airlines was in deep crisis in the coming days, and the only hope might be a miracle.

After the A321 air crash, Emirates made a decision to stop flying over Egypt’s Sinai Peninsula at first time until the reason of tragedy has got any progress. Although mirates would face a tremendous loss or add huge costs on changing the flight route, they still made the safety of their staffs and guests, a priority. After that, Lufthansa of Germany and Air France also reroute flights.

Airlines may lost the brand image with over years hard building in one second, they also possible to use timely policy responses to reverse the status quo. In this ever-changing aviation industry, anything could happen, in any case they have to face the problem.

Resources：http://www.airsafe.com/events/airlines/fsu.htm, http://skift.com/2014/10/14/3-biggest-challenges-facing-the-global-aviation-industry/

image: All from http://edition.cnn.com