United Airlines—Navigating a Social Media Storm: An Analysis of Corporate Identity, Crisis Management, and Trust Regaining

QUESTION

Read the United Airlines—Navigating a Social Media Storm in your textbook on page 438. Then, answer the following:

1. Did these incidents impact the firm’s corporate identity or corporate image, or both, as described in the chapter?

2. Did United Airlines engage in effective crisis management, and why or why not?

3. If you were the public relations manager at United Airlines, what steps would you have recommended the company take when these incidents occurred?

4. What should the company do now to regain its customers’ trust?

Please use citations from scholarly articles & journals between the texts and in the end write down the reference list.

Thanks.

ANSWER

United Airlines—Navigating a Social Media Storm: An Analysis of Corporate Identity, Crisis Management, and Trust Regaining

In recent years, the impact of social media on businesses has been profound, particularly when dealing with public relations crises. The case of United Airlines presents a compelling example of how such incidents can influence a firm’s corporate identity and corporate image, as well as the effectiveness of crisis management strategies.

 Impact on Corporate Identity and Corporate Image

The United Airlines incidents had a substantial impact on both the company’s corporate identity and corporate image. Corporate identity refers to how a company perceives itself, while corporate image is how the public perceives the company. In this case, the incidents involving passenger mistreatment and violent removals from flights significantly tarnished United Airlines’ corporate image. The public’s perception shifted from an airline known for travel services to one associated with customer mistreatment and insensitivity.

Crisis Management Effectiveness

United Airlines’ crisis management strategy during these incidents can be debated. While the company did take some actions to address the situations, such as issuing statements and apologies, the response was not always perceived as effective. The initial lack of a swift and empathetic response led to public outrage. The video of a passenger being forcibly removed from a flight went viral, leading to extensive negative media coverage. The lack of proper communication and empathy further damaged the company’s image.

 Recommended Steps for Crisis Management

If I were the public relations manager at United Airlines, I would have recommended the following steps during the incidents:

Swift and Empathetic Response: Respond immediately with a heartfelt apology, taking responsibility for the incidents and expressing concern for affected customers.

Open Communication: Provide regular updates on the actions being taken to address the situation and ensure transparency in communication.

Employee Training: Implement comprehensive training programs for employees to handle challenging situations with sensitivity and respect.

Engagement with the Public: Engage actively with customers on social media, addressing concerns and questions openly.

Long-Term Reforms: Publicize long-term changes within the company to prevent similar incidents in the future, such as updated policies and procedures.

Regaining Customer Trust

To regain customer trust, United Airlines should consider the following steps:

Consistent Improvement: Continuously demonstrate commitment to improving customer service and passenger experiences.

Transparency: Be open about the changes made to policies, procedures, and employee training to prevent future incidents.

Engagement: Actively engage with customers on social media and other platforms to address concerns and show genuine interest in their feedback.

Customer-Centric Approach: Prioritize customer satisfaction and comfort in all aspects of the travel experience.

Community Engagement: Collaborate with local communities and charities to demonstrate a positive corporate social responsibility.

In conclusion, the United Airlines incidents had a substantial impact on the company’s corporate identity and image. The crisis management strategy employed faced criticisms due to a lack of swift and empathetic response. To regain customers’ trust, a consistent commitment to improvement, transparency, engagement, and a customer-centric approach are crucial.