MH370 – Three Years of Communication Crisis Lessons

Published: 08 March 2017

An important guiding principle of crisis work is to communicate accurate facts, not conjecture.

Once all the facts are known, those responsible have been brought to book or apologised, and once new plans are in place to support confidence in the future, a brand can start to rebuild after the shock of a crisis.

On March 8, 2014, on its way from Kuala Lumpur to Beijing, Malaysia Airlines Flight MH370 disappeared. The plane, and its 239 passengers, have never been found. Since then, families struck by the disaster have tried to rebuild their lives.

Malaysian Airlines in turn has tried to rebuild a renationalised business that was forced to cut 6,000 jobs. The crisis rocked the airline industry and played out before an audience of billions across the globe.

Three years on, what communication lessons can we learn from the tragedy?

It’s common for crises to be thought of in three phases. A preparatory phase, the acute crisis itself, and then a recovery period during which the organisation works to rebuild its reputation.

To read the full article, visit Influence here.

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