In my Case Studies course, my group investigated and analyzed a prevalent public relations crisis. We chose the disappearance of Malaysia Airlines Flight MH370 on March 8, 2014. The plane filled with 227 passengers and 12 crew members was headed toward the Beijing Capital International Airport in China when it last made contact with control towers at 1:19 a.m. We dissected communication and crisis management strategies implemented by the airline at the time of, during and after the crisis. We examined messages sent to different publics and the tactics executed to fulfill their communication objectives. The case concluded with my group’s evaluation and recommendations for better crisis management in the future.
“The secret of crisis management is not good vs. bad, it’s preventing the bad from getting worse.”
- Andy Gilman