In the crash of AirAsia Flight 8501, this is for the record, a macabre but chastening record, the crisis communication record. The manner in which AirAsia Group CEO Tony Fernandes has been handling announcements of crash developments has been exemplary. That's in contrast, Associated Press notes, to the aftermath of the disappearance of Malaysia Airlines Flight 370 last March.
AP reports that “‘Fernandes sounds authentic and credible,’ said Caroline Sapriel, managing director of CS&A, which advises companies on crisis management. He is looking after the priorities — the families. He is showing a lot of empathy. He is using many channels to put that across.’”
Read the full AP story as depicting a model crisis communication response to tragedy.
“If AirAsia continues in that vein, ‘It is probably going to prevent a crisis from turning into a reputational train wreck,’ Sapriel said.” That, as you all know, is the aim of good crisis communication, in the process of responding to the concerns of those afflicted by a heartrending event.
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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