A company crisis involving lives lost is always the worst
scenario an organization faces. The May 11 Florida crash of an airline
operated by ValuJet Airlines Inc. presented the carrier with two
difficult tasks: communicating with family, friends and the media
about the 110 people who died, and addressing unfavorable perceptions
about the airline's safety, and ultimately, its financial viability.
Robert Dilenschneider, chairman of PR firm the Dilenschneider
Group, New York, said ValuJet responded well in the immediate
aftermath of the disaster. He saluted the televised appearance by the
carrier's chairman, Louis Jordan publicly showing the concern of the
Atlanta-based company.
Calls placed by sister publications of PR NEWS to ValuJet's were
answered by a recording referring callers to the National Traffic
Safety Board to obtain more information.
In the coming days and weeks, Dilenschneider said the airline
needs to reach out aggressively to the public, the press and
regulators to address growing public perceptions that the carrier is
unsafe.
Another developing risk will likely come from lawsuits that might
be filed on behalf of the victims' families, he said. Representing
families of passengers, attorneys will benefit the longer the story
stays in the news--which calls for an aggressive PR response to any
charges made, said the former chairman of Hill and Knowlton.
Only the Facts
Other PR executives offered advice to airlines in the face of
fatal crises.
Airlines need to communicate immediately facts surrounding a
disaster, as they become known, said Bill Berry, director of external
communications, Delta Air Lines Inc..
Often in the immediate aftermath, the only facts available are
the flight number, flight origin and flight destination, said Berry.
As information about passengers, fatalities and survivors is learned,
this must be communicated promptly. Keeping up a steady "factual
flow," is critical, even when information is limited, he said.
Otherwise, an information "vacuum" may develop, which can lead to
false rumors and speculation, which are difficult to address in a
fast-moving crisis.
Emphasizing Safety of Industry
One point that airlines need to make in the event of an accident
is the overall sterling safety record of the industry, experts say.
"Our effort is to make clear that the industry record is outstanding,"
said Berry. "Unfortunately, there will be from time to time an
accident...[But] the overall statistics, especially in this country,
show an extremely safe industry." The news media, in particular, must
be led to focus on the "bigger picture," and not just one accident, he
said.
Agreed travel PR executive Lou Hammond, president of Lou Hammond
& Associates Inc., New York: "The first and most important thing is to
lay the facts on the table about the industry." Hammond, who was
director of public relations and public affairs at Trans World
Airlines before starting her firm in 1984, said the public must be
reminded that air travel is still "the safest way to travel."