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Asiana, Sadly, Muffs a Crisis
By: Doug Bedell
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Oh dear, a Wall Street Journal story indicates that Asiana Airlines doesn't understand what crisis communication is about, even as it has a massive crisis on its hands with its crash-landing Saturday at the San Francisco airport. "It's not the proper time to manage the company's image," an Asiana representative in Korea is quoted as saying. As of publication of the Journal's story, the airline hadn't arranged for any spokespeople outside Korea, although Yoon Young-Doo, Asiana's CEO arrived in San Francisco yesterday. Crisis communication means being ready and willing to have a spokesperson at the scene of a crisis to express candor and empathy from the start. That means in San Francisco, not Seoul. 

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About the Author
Doug Bedell has a background in journalism and PR and is the owner of Resource Relations LLC in Central PA, focusing on organizational and crisis communication. He’s the community manager of SimplyFair.net, a social network on fairness. On the Web, Doug’s at www.ResourceRelations.com. On Twitter, he’s @DougBeetle.
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