Case 2: United's Turbulent Communications Strategy

Case 2 Uniteds Turbulent Communications Strategyunited Gained Instan

United Airlines experienced a significant public relations crisis in 2017 following an incident on Flight 3411, which dramatically highlighted the importance of effective crisis communication strategies for organizations. The incident involved the forcible removal of Dr. David Dao by security personnel after United's attempt to rebook passengers for operational reasons. The company's initial responses, characterized by defensive statements and internal blame, exacerbated the situation, leading to widespread outrage, social media backlash, and financial loss. The crisis underscored the necessity for organizations to develop robust communication plans that can manage public perceptions and maintain trust in adverse situations.

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The 2017 United Airlines incident underscores the critical role of communication in crisis management, illustrating how organizational responses can shape public perception and long-term brand reputation. Analyzing this event through the three-step problem-solving approach—defining the problem, identifying its causes, and proposing solutions—reveals valuable lessons for corporate communication strategies.

Step 1: Define the Problem

The core problem was the company's mishandling of the incident involving Dr. Dao, which resulted in severe negative publicity and a decline in customer trust. Initially, United's communication failed to acknowledge the gravity of the situation or demonstrate empathy, instead focusing on justifying their actions. This approach created a gap between stakeholder expectations of compassionate customer service and the company's actual response, which appeared defensive and dismissive. The problem spanned multiple levels: at the individual level, Dr. Dao's physical injuries and emotional trauma; at the group level, the passenger and employee reactions; and at the organizational level, the company's reputation and customer loyalty.

From the key stakeholder's perspective, United's leadership prioritized operational procedures over customer welfare, contributing to the perception of insensitivity and arrogance. The failure to manage the narrative effectively severely damaged the airline's image, which was once associated with service excellence.

Step 2: Identify the Causes of the Problem

The causes of United's crisis can be traced to several person and situation factors. Person factors include the company’s leadership culture that seemingly prioritized operational efficiency and policy adherence over emotional intelligence. The internal response from CEO Munoz, which blamed Dr. Dao for his own mistreatment, exemplified a values misalignment, diminishing organizational empathy. Additionally, employees’ actions and the initial decision to forcibly remove Dr. Dao reflected a systemic failure to prioritize customer care.

Situation factors involved rigid policies on overbooking and re-accommodations without adequate contingency plans for passengers' rights and dignity. The airline's overreliance on procedural protocols, coupled with a lack of crisis communication planning, led to an unempathetic and reactionary public stance. The incident was further compounded by social media's rapid dissemination of visual evidence, which amplified public outrage and placed organizational reputation at risk.

The processes contributing to the crisis involved inadequate communication strategies at the organizational level, including delayed acknowledgment of the incident, failure to provide sincere apologies, and ineffective internal messaging that engendered defensiveness rather than accountability.

Step 3: Make Your Recommendations and Create an Action Plan

Addressing these causes requires a comprehensive communication and policy overhaul. First, United must develop a crisis communication plan emphasizing transparency, empathy, and accountability. This entails training leadership and frontline employees in empathetic communication, especially during emergencies, to uphold organizational values of customer-centricity.

Implementing proactive communication strategies is essential. This includes promptly acknowledging incidents, issuing sincere apologies, and outlining corrective measures to reassure stakeholders. Establishing a dedicated crisis response team trained in social media management can ensure real-time, consistent messaging that aligns with organizational values.

On a policy level, United should revise its rebooking and overbooking procedures, incorporating passenger rights and alternative solutions that prioritize dignity. Creating clear escalation protocols for handling difficult situations can prevent reactive decisions that escalate crises. Additionally, integrating organizational culture initiatives that foster empathy and ethical decision-making can reinforce long-term behavioral change.

Finally, leadership should engage in regular scenario planning and simulation exercises to prepare for potential crises, ensuring the organization’s responses are cohesive, authentic, and stakeholder-focused. These steps can help rebuild trust, restore brand integrity, and position United as a company resilient to crises with an effective communication foundation.

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