Guía de comunicaciones en crisis de la boeing

Commercial Airplanes

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hen an airline experiences an accident or major incident, everyone in the industry

is affected. News of the accident is broadcast around the world, prompting the public to question the safety of our industry. Air travel is the world’s safest form of transportation. But occasionally a flight goes tragically wrong. As communications professionals, we cannot prevent accidents fromhappening. We can, however, greatly reduce the damage to the reputation of the airline and the entire aviation industry. For the airline involved in an accident, the trauma is intense and immediate— disrupting operations, attracting news media from around the world and setting off a social media conversation that is rapid and widespread. Implementing an effective crisis communications plan takes oncrucial significance for all involved. At Boeing, we have found that the key to success in crisis communications is preparation. We hope this guide will assist your airline in developing or improving your plans for communicating during a crisis. This planning guide deals with communications issues, not operational issues. The content reflects the experience and plans of leading airlines. You can learnfrom what other airlines have done and customize the information to reflect your airline and culture. Part 1 is an analysis of the issues involved in accident communications, how the news media behaves and how social media affects the communication process. Part 2 includes materials that should be included within a crisis communications plan. It will serve as an outline to help you create yourown crisis communications plan to anticipate media reaction so that you can use those relationships that will assist in getting your messages out. Our experience at Boeing, reinforced by our discussions with airlines, is that a sound crisis communications plan, executed properly, can positively affect your reputation and enhance important stakeholder relationships. Mary Foerster VicePresident—Communications Boeing Commercial Airplanes

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Crisis Communications—A Guide for Planning (Part 1)

Table of Contents
Introduction................................................................................... 3 Part 1: Overview ........................................................................... 6 Public Relations/Communications Objectives ......................... 7 PublicRelations/Communications Strategies........................... 7 Public Relations/Communications Tactics ............................. 10 Conclusion .................................................................................. 17

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Crisis Communications—A Guide for Planning (Part 1)

Introduction
Your telephone rings. When you answer, your Flight Operations Center—or, more than likely, areporter—tells you, “There’s been an airplane accident ....” The news of that accident kicks off a series of events:  Investigators and your airline want to determine why the accident happened.  The news media want to cover the accident and determine what caused it and who’s to blame.  A rapid and expansive social media conversation begins, often filled with speculation, rumor and individuals recountingpersonal experiences with your airline.  The public asks, “Is it safe to fly?”
Communications after an accident are among the most important and most sensitive activities for the airline’s communications professionals.

Your communications after an accident are among the most important and most sensitive activities you have as airline communications professionals. What the public learns...