Immediately, the Alaska Airlines PR machine kicked into action, with the airline’s response a masterclass in crisis communications.
Proactive Leadership and Immediate Response
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.
Transparency as a Strategy
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.Ownership and Authentic Empathy
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 without 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.
