American Airlines has been in the news a lot recently because of the cancellation of thousands of flights due to mechanical troubles. What has been interesting is watching how AA have approached this PR nightmare. AA first step in conjunction with its PR agency of record, Weber Shandwick, was to immediately initiate a major crisis-communications plan.
AA Crisis Response
- Immediately issued a press release to drive passengers to the advisory section on its website for updates
- Communicated with frontline employees so they were prepared to deal with questions from travelers
- Proactively and reactively worked with media through its news desk