The Fallout of Failing to Listen: How United Airlines’ Public Relations Crisis Spiraled Out of Control

 Corporate communications are crucial to maintaining a brand’s image, especially when crisis strikes. The response of a company during a crisis can either repair or worsen the situation, and no case exemplifies this better than United Airlines’ 2017 PR disaster. The situation not only sparked outrage across the globe but also highlighted the consequences of poor corporate communications, lack of empathy, and an ineffective public relations strategy. This op-ed will examine how United Airlines mishandled its communications and how it affected the airline’s brand reputation.

1. The Incident: The Moment United Lost Control

The PR crisis began on April 9, 2017, when Dr. David Dao, a passenger on United Airlines Flight 3411, was forcibly removed from the plane after he refused to give up his seat to make room for airline crew members. The incident, captured on cellphone video by other passengers, showed a bloodied Dr. Dao being dragged down the aisle by airport security officers. The footage quickly went viral on social media, and the public response was swift and furious. United Airlines was immediately thrust into a PR nightmare.

The airline’s initial response, or lack thereof, made things worse. Instead of addressing the situation with empathy and concern for the passenger, United’s CEO, Oscar Munoz, released a statement that appeared to defend the airline’s actions. He described the removal of Dr. Dao as “re-accommodating” the passenger and said that the crew members followed proper procedures. The word choice, particularly “re-accommodating,” struck many as tone-deaf and lacking in basic human empathy. The CEO’s response was seen as minimizing the severity of the situation and disrespecting the passenger involved.

2. The Missed Opportunity for Crisis Communication

In the wake of the incident, United Airlines missed several opportunities to manage the crisis effectively. Good corporate communication involves responding quickly and appropriately in order to contain the damage, build trust, and restore a brand’s image. However, United failed on all fronts.

First, the response from Munoz was delayed and insufficient. While the airline took several hours to release a more thoughtful statement, they didn’t address the emotional aspect of the situation — the personal distress caused to Dr. Dao, nor the impact on other passengers who witnessed the traumatic event. A simple acknowledgment of the mistake, a heartfelt apology, and a commitment to prevent similar incidents in the future could have helped mitigate the backlash. But instead, Munoz’s initial statements focused more on justifying the actions of United employees.

Moreover, the airline failed to utilize its social media channels effectively during the crisis. Social media is one of the most immediate ways for brands to communicate with their audience, and United had an opportunity to showcase its commitment to customer care through transparent, compassionate communication. Instead, the company’s social media response lacked clarity, leaving consumers questioning the sincerity of the brand’s apologies.

3. The Ineffective Apology: Too Little, Too Late

United did eventually release an apology, but it was too little, too late. Oscar Munoz issued a second statement, in which he apologized “for having to re-accommodate” Dr. Dao. However, the apology still lacked depth. Instead of focusing on the emotional distress caused to the passenger, the apology seemed focused more on defending the airline’s protocol. The tone was still too formal and robotic, which only served to alienate people further.

In addition, the CEO’s subsequent appearance on multiple news outlets, including an interview on ABC, further complicated the issue. While Munoz acknowledged the severity of the incident, he seemed uncomfortable in discussing how it impacted the passenger and the public perception of the airline. This inconsistency between statements and actions reflected poorly on United, and the company’s failure to genuinely take responsibility for its actions undermined its efforts at damage control.

4. The Aftermath: Long-Term Damage to Reputation

United Airlines’ failure to manage its corporate communications resulted in far-reaching consequences. The immediate backlash included protests, calls for boycotts, and a significant drop in United’s stock price. It wasn’t just about the incident itself; it was about the way the company mishandled the situation and failed to communicate effectively in the crucial hours after the incident.

In the long term, United’s reputation suffered significantly. The company faced extensive criticism in the press, and the incident became a textbook example of how not to handle a PR crisis. Despite the airline’s subsequent attempts to restore its image — including implementing changes to its overbooking policies and pledging to ensure that no passenger would ever be forcibly removed again — the damage to consumer trust was done. The public perception of United Airlines as a customer-centric brand was severely tarnished.

Additionally, United’s mishandling of this crisis impacted the airline’s broader corporate communications strategy. The company’s failure to demonstrate true empathy and listen to its customers reflected poorly not just on its handling of crises, but also on its overall communication strategy. In the age of social media, where consumers expect transparency and immediate action, United Airlines’ failure to respond effectively highlights the dangers of an outdated PR approach.

5. Lessons Learned and the Path Forward

The United Airlines crisis underscores the importance of proper corporate communications during a PR crisis. Several key lessons can be drawn from the airline’s failure:

• Empathy Is Key: When faced with a crisis, it’s crucial to communicate with empathy. Instead of focusing on protecting the brand at all costs, companies need to acknowledge the emotional impact of the situation on the affected individuals. A heartfelt apology and genuine concern can go a long way in rebuilding trust.
• Speed and Transparency: In today’s fast-paced digital world, companies must respond quickly and with clarity. Failing to address the issue in a timely and transparent manner can escalate the situation and make it harder to control the narrative.
• Be Authentic: Consumers value authenticity in brand communication. United Airlines’ failure to communicate authentically led to widespread criticism and skepticism. The company’s communication should have been focused on taking full responsibility for the incident and outlining concrete steps to prevent similar situations from occurring in the future.
• Social Media Savvy: In a crisis, social media is an essential tool for brands to manage their reputation. United failed to harness the power of social media to engage with consumers and show that it was taking action. In this case, better use of social media could have helped soften the backlash.

Ultimately, the United Airlines crisis was a prime example of how poor corporate communications can lead to long-lasting reputational damage. While the airline has worked to repair its image in the years since, the lessons learned from this debacle are clear: companies must be prepared to manage crises with empathy, transparency, and authenticity.