By Zoe Mintz
International Business Times
June 16 2014
It seems likely to go down as one of the worst examples of botched corporate communications in history: On March 24, 16 days after Malaysian Airlines flight 370 disappeared on its journey from Kuala Lumpur to Beijing, the airline delivered official condolences to the relatives of the 239 people who had been on board.
By text message.
“Malaysia Airlines deeply regrets that we have to assume beyond any reasonable doubt that MH370 has been lost and that none of those on board survived,” the airline declared in its text, acting on fresh satellite data that purportedly confirmed that the flight had crashed somewhere in the Indian Ocean.
For practitioners of the trade known as crisis management, here was a textbook illustration of how not to go about it. Here was a recipe for turning a terrible event into an irredeemable destroyer of brand image. Continue reading “A Disastrous Void: Why The MH370 Public Response Failed”