United Airlines’ and American Airlines’ online crisis communication following the

September 11 terrorist attacks

Clark F. Greer, Kurt D. Moreland

NAME STUDENT ID

TSE Pui Kwan 07410573

WAN Guiru 09405496

WANG Yilin 09420126

WANG Xiao Lu 09423540

WONGARSA Kitt 09420061

Crisis Communication Response

• Being prompt

• Being honest

• Being consistent

• Being open

• Being willing to disclose essentially complete, timely and

accurate information

• Being genuine and compassionate to victims

What to Communicate during Different Stages of Crisis

1. Early part of the crisis (Instructing communication)• Provide basic information• Prepare the publics how to respond to a crisis• Being sympathetic

2. When the immediate effects of the crisis wane (Adjusting communication)• Help publics to cope with the crisis psychologically

3. Abatement stage of crisis (Internalizing information)• Inform publics of the organization’s position on the crisis• Create positive opinions about the organization

Web site is important for PR and organizaiotinoal communication

• Build relationship with public

• Supply varities of information and service

• Faster and easier communication

• Response critics and correct misinformation

• Lack of employee communicaiton

• Technologies limitaiton-lack interactivity, without audio and video

Advantage Limitation

Essential communicaiton tool

•Immediate response

•Provide information and supplyment the usual commication channel

Whether or not information posted on those company’s web site exhibited specific stages of crisis communicaiton in relation to those incidents?

What’s the feature of aircraft’s web sites when they were used as a tool for crisis communicaiton?

Two questions:

Method

• -analysis of incident-related page on UA and AA( including AMR) website

• -Data were gathered from Sep 11 2001-Oct 9 2001

• -Accessing and Printing

• 2times (1pm,4pm)on 11 Sep

• 3times(9am,1-2pm,4pm)12-19Sep

• 1time(4pm)20Sep-9Oct

 

• In order to determine the daily and cumulative number of incident-related messages posted

• , the researchers conducted a post hoc analysis of the sites 'Contents which included in the analysis were additions and deletions of individual company generated messages (e.g., press releases, Fact Sheets, and CEO messages) and links to outside organizations. Changes to existing messages were not counted as a new message.

Day 1• Common responses:

CEO message , Fact Sheets , press releases an links to outside organizations on the websites

• Differences:– The content of CEO message ( instructing/showing

sympathy)– The amount of press releases– The frequency of updating information

Day 2• Common responses

– Expression of sympathy through CEO message– Contact information with related organizations and government – Operational instructions and personal assistance for passengers

involved– Different language version appeared

• Differences– The amount of press releases– Internal communication with employees

Day 3

• Common response– Resumption information of flight operations

and services– Update news releases showing sympathy

• Differences– External links by American airline like Care

Program and employee hotline

Day 4

• Common response:– Information about the updated airport situation

and flight arrangement for travelers– Update more condolence messages

• Differences:– A new employee hotline added in American

Airline

Day 5

• Common response:– Condolences messages

• Differences:– Removal of toll free numbers and add new

operational information by United Airlines– Service plan added by American Airline

Day 6

• Common responses:– More normal operation information updates– Help the affected publics to adjust from the

crisis, added external links to relief organizations

– Provide channels for general public to donate

Day 7

• Common response– Focus on the normal flight information and

booking services

• Differences– United Airlines shapes its positive image

through CEO’s visits, press releases on brave passengers stories and thanks message to different organizations