On January 5th, 2024, Alaska Airlines Flight 1282 lost a mid-cabin door plug shortly after takeoff from Portland, Oregon. This caused rapid depressurization and a terrifying mid-air emergency for passengers and crew. Thankfully, the pilot made a safe emergency landing back in Portland.
Immediately, the Alaska Airlines PR machine kicked into action, with the airline's response a masterclass in crisis communications. CEO Ben Minicelli issued a statement within hours of the incident expressing relief that all passengers and crew were safe. He acknowledged the seriousness of the situation and promised a thorough investigation. The statement was short and factual, striking a balance between urgency and reassurance. Before the FAA announced the grounding of all Boeing 737-9 MAX aircraft, Alaska Airlines took the proactive step of suspending all 737-9 MAX flights, demonstrating their commitment to safety.
(NTSB Handout/EPA-EFE/Shutterstock)
A live blog was set up on the Alaska Airlines site, keeping passengers and the public informed with real-time updates of the unfolding events. CEO Minicelli's handling of the Flight 1282 communication has been incredibly positive. His focus on safety, transparency, and empathy has helped mitigate the crisis and demonstrate a commitment to co-operation with authorities and the public.
Regular updates have been ongoing. What has been most impressive is the tone that Minicelli has been able to strike. The empathetic timbre of his statements come across as authentic and concerned. He has taken ownership of the situation with attempting to deflect blame or push responsibility onto Boeing. The outcome of the NTSB investigation is yet to yield results, however the communications strategy put in place has been superb. At The New Standard, we are experts in helping brands handle situations that require agile and measured responses.
If your brand requires a crisis communications strategy, our team is ready to help. Get in touch with us for an expert evaluation of where we can help you improve your image and take back control of the narrative.
Comments