Social media is a good servant but a bad master. Especially when you’re battling a crisis.
From service failures and rogue employees to product quality issues—virtually any lapse can be blown out of proportion online.
AirAsia’s Tony Fernandes – a model for airline CEOs (courtesy of Says.com)
Airline incidents and accidents are magnets for public attention.
Unlike a common road accident or a train delay, an air disaster is both dramatic and tragic.
What should you do when a major crisis erupts? How can you counter the wave of negative public opinions that emerge, especially online?
Well, it really depends on the circumstances. As the saying goes, having the best hammer doesn’t mean that every problem is a nail. Similarly, managing communication crises requires you to first diagnose the cause and effect of the issue before prescribing the right public relations strategy.
(image courtesy of Muslim cartoonist Khalil Bendib)
Like fire, media publicity is a good servant but a bad master.
Managed well, it focuses the glaring spotlight on neglected issues which warrant a global audience. However, extensive media and social media coverage may also lead to unwarranted consequences.
Let us examine a recent tragic news event to see how this unfolds. One that is close to everybody’s hearts.