How American Airlines Communicated Through Tragedy
By Eleanor Hawkins for Axios
The communication team at American Airlines had to activate a crisis plan it hoped it would never have to use after last week’s midair collision of a passenger jet and Army helicopter that claimed 67 lives.
Why it matters: Responding to a tragedy of this magnitude requires clarity, discipline and speed.
- The American Airlines comms team had a communications plan ready, followed it and managed to avoid major political distractions.
Catch up quick: The passenger flight from Wichita, Kansas, was on approach to Reagan National Airport outside Washington, D.C., when it collided with the helicopter about 9pm ET on Jan. 29. Both plunged into the Potomac River in the deadliest aviation disaster in the U.S. since November 2001.
- Within an hour of the crash, the airline released written communication that focused on what they knew and provided a helpline and directions for those who believed they had family members onboard.
- The airline also established its newsroom page as the key source for updates related to the crash and activated its CARE Team, a group of specialists who are trained to offer support for those affected.
Context: By 11pm the night of the crash, American Airlines CEO Robert Isom released a video statement offering deep sympathies and saying the company’s priority moving forward was the investigation and those impacted by the crash.
- From there, Isom acknowledged there were still unanswered questions but shared what information he could.
- The following morning, Isom appeared alongside local officials and first responders for a press conference, and he released another video that afternoon, wearing the same outfit he was wearing in his response just hours after the crash.
- Since then, the airline has been cooperating with the investigation, letting the National Transportation Safety Board take the lead while prioritizing internal communications and support for the affected families and all crew members.
- American Airlines declined to be interviewed for this story.
For more, click here.