Crisis Communication Management (Essay Sample)

Crisis Communication Assignment Malaysia Air – Flight MH370 1 Present the company and the crisis it went through – Nouf 2 Present your analysis and assessment of how the company managed its communication strategy through the crisis – Nouf? or Lydia? 3 Present the critical issues you found – Lydia 4 Present your recommended communication strategy and rationale. Develop your communication strategy based on SWOT and ACA. – Janet 1 Present the company and the crisis it went through 2 Introduction Malaysian Airlines is a Malaysian prestigious and famous carrier. It flew its first plane in 1947. Malaysian airline is based in Kuala Lumpur and dominates in flights around Asia and Europe. The company has a fleet size of 77, with 55 world destinations. It currently has about 14,000 employees. It reported MYR 14, 000 million for the first quarter of 2016. The airline was struck with a communication breakdown between the public and the airline management during the loss of the Flight MH370. 3 The crisis The plane was scheduled to fly from Kuala Lumpur to Beijing, China. It left Kuala Lumpur on 8th march 2014 and started drifting away from its path in less than an hour from takeoff. It got lost from airport radar in about 50 minutes after taking off. Research showed that the plane continued flying several hours after it got lost from the Malaysian radar. Malaysia established a Joint Investigation Team that was made of several experts to take over the search and investigation. On the 24th of March 2014, the company had still made no official communications to the affected parties. 4 Present your analysis and assessment of how the company managed its communication strategy through the crisis Events that aggravated the situation * The company failed to send prompt communication to relatives in time, when they finally did, the condolence was not detailed and human enough. They send this 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," * A relative of a victim said that "We receive all of our meaningful information through the press and our network of private experts, The updates from the Malaysian government are usually a day or two after the information hits the news.” * The relatives of the victims were kept in hotel rooms in Beijing and Kuala Lumpur instead of being sent home early. * They left a playing field for all kinds of guesses, theories, rumors and hearsays. * They never gave all the information they had comprehensively and honestly. * Relatives of the tragedy were looking for a honest and detailed account of what happened, the possibilities with explanations, what they were doing about the same and what they wanted from the relatives. The airlines failed to give this. * There was a difference in communication. For instance look at what the prime minister told the press "It is with deep sadness and regret that I must inform you that…Flight MH370 ended in the southern Indian Ocean."  "This is a remote location, far from any possible landing sites.” Analysis * The company was not honest with the relatives * It did not have a formal arrangement or organized system of delivering information * It used poor strategies like keeping the victims’ families in hotels for too long * It gave information late after rumors and hearsays have spread * It did not use proper language to console the families, take a look at the text message they sent. 5 Present the critical issues you found 6 Present your recommended communication strategy and rationale. Develop your communication strategy based on SWOT and ACA. Audiences that Malaysia Airlines need to communicate with: * Family members of victims * Public * Media * Agencies in charge of investigation SWOT Analysis: STRENGTHS * Trusted airline * Sincere and compassionate communication conducted by senior staff and public relations * Remorseful * Followed protocol on how to respond to a disappearance. OPPORTUNITIES * Used Facebook, Twitter, and Website to communicate press releases * Could have used one voice that regretfully admitted uncertainty directly to consumers and next of kin. * Message of no idea of whereabouts of plane rather than same any info over and over. WEAKNESSES * Most expensive search in aviation history * Assumed airlines in Indian Ocean - all crew and passengers deceased * All 6 statements lacked full disclosure – not honest about unsurely of the plane. ...