Case Study: Using Twitter, American Airlines Defuses Security Incident

The American Airlines response to a security threat aboard one if its flights elicited congratulatory tweets like this one from New York Times tech writer David Pogue, who has close to 1.5 million followers. Image courtesy of Weber Shandwick Company: American Airlines Agency: Weber Shandwick Timeframe: August 19, 2010 Not all successful PR campaigns are born out of meeting rooms and brainstorm sessions—planning every precise detail down to the timing of tweets. This was especially true on Aug. 19, 2010, when a bomb threat was received by San Francisco police targeting American Airlines Flight 24 that same day.

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