Read The Case: United Airlines Navigating A Social Media Sto

Read The Caseunited Airlines Navigating A Social Media Stormat The

Read The Case “United Airlines – Navigating a Social Media Storm” at the end of Chapter 19 and respond to the following: What was the impact of the incidents described in the case on United Airlines’ reputation? Did these incidents impact the firm’s corporate identity or corporate image, or both, as described in the chapter? Did these incidents constitute a crisis, as defined in the chapter? Did United Airlines engage in effective crisis management, and why or why not? If you were the public relations manager at United Airlines, what steps would you have recommended the company take when these incidents occurred? What should the company do now to regain its customers’ trust?

Paper For Above instruction

The United Airlines incident, particularly the forcibly removing a passenger in 2017, profoundly impacted the airline’s reputation and served as a pivotal case study in crisis management within the aviation industry. The incident, which was widely circulated on social media and captured by numerous users, highlighted the destructive power of social media to amplify corporate missteps and the importance of effective communication and crisis response strategies. This paper explores the impact of the incident on United Airlines’ reputation, distinguishes whether it affected the company's corporate identity or corporate image, evaluates whether it constituted a crisis as defined in the chapter, assesses the adequacy of United Airlines' crisis management efforts, and offers recommendations for how the airline could have responded more effectively both at the time and in the aftermath to restore public trust.

Initially, the incident severely damaged United Airlines’ reputation by evoking widespread public outrage and negative media coverage. The disturbing viral video of a pulled passenger, Dr. David Dao, being forcibly removed from his seat generated an immediate backlash. Customers and the general public perceived the airline’s response as dismissive and indifferent, which further exacerbated the situation. The incident compromised United Airlines’ corporate image—an external perception of the company’s values and attitude toward customer service—by portraying it as callous and unempathetic. While the core corporate identity—meaning the fundamental values and mission of the airline—remained intact, the incident overlaid a negative perception that tarnished its reputation and challenged its brand integrity.

From a crisis management perspective, the United Airlines incident qualifies as a crisis under the chapter's definition: an event that threatens to harm the organization’s reputation, operational stability, or customer relationships. The crisis was escalated by social media, which accelerated the dissemination of the incident and increased public scrutiny. The airline’s initial response, which included a defensive statement and a lack of immediate accountability, was seen as inadequate. Such reactions often deepen a crisis rather than resolve it, highlighting the importance of swift, transparent, and empathetic communication—elements that United Airlines largely failed to employ initially.

Evaluating United Airlines’ crisis management efforts, it is evident that their response was reactive and lacked the necessary empathy and accountability. The CEO’s public apology and the subsequent policy changes, including revised procedures for passenger removal, came too late to prevent damage to the brand’s reputation. Effective crisis management involves listening to stakeholders, accepting responsibility, and taking concrete steps to remediate the issue. United Airlines’ delayed response and questionable initial messaging signaled a failure to effectively manage the crisis in its formative stages, which led to long-term damage to its reputation and public trust.

If I were the public relations manager at United Airlines during this incident, I would recommend several immediate steps. First, an unequivocal, heartfelt public apology acknowledging the harm caused and demonstrating genuine empathy would be crucial. Recognizing fault openly, rather than defending the actions, helps to rebuild trust. Second, the airline should transparently communicate the steps it would take to address the issue, including policy changes, staff training, and oversight measures. Engaging with the public through social media to answer questions and express commitment to customer safety and dignity is vital. Third, implementing a crisis communication team equipped to handle social media crises rapidly and effectively can mitigate negative perceptions and contain the issue.

To recover from the damage and regain customer trust, United Airlines should adopt a proactive approach moving forward. This includes launching a comprehensive corporate social responsibility campaign emphasizing consumer rights, customer care, and community engagement. Improved training programs for staff emphasizing empathy and customer service, along with publicly sharing these efforts, would demonstrate a genuine commitment to change. Additionally, the airline could leverage storytelling by sharing positive customer experiences and testimonials, rebuilding its brand image rooted in trust and respect.

Furthermore, United Airlines should continually monitor social media and public sentiment to promptly address concerns and demonstrate transparency. Regular updates about policy improvements and customer-centric initiatives can foster positive engagement and repair the airline’s reputation. Long-term, investing in corporate culture that values transparency, accountability, and people-first service will solidify the airline’s identity and restore its public image, ultimately leading to improved customer loyalty and a resilient brand.

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