malaysian airlines reputation management case study
DESCRIPTION
A case study on how Malaysian Airlines managed the MH370 crisis and their reputation through all communication channelsTRANSCRIPT
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Source: Urban Legends (http://urbanlegends.about.com/b/2014/03/16/malaysia-airlines-lose-yourself-ad-is-fake.htm)
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Source: AFP Malaysian Airlines
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Source: http://theaviationist.com/2014/03/20/mh370-total-recap/
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Source: The Wall Street Journal
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Source: https://www.youtube.com/watch?v=D_iXAsDWzL8
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Source: http://www.veooz.com/photos/9GzYgN6.html
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Control & Amplify
Sincerity & Compassion
Informative & Transparency
Earn Trust
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o Created a micro-site within parent site
o Amplified updates through Facebook and Twitter o Established it as the “single source of truth”
Control & Amplify
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Sincerity & Compassion
o Focus was sincere and made clear – coordination with emergency responders and mobilizing support
o Microsite was shaded dark and called a “dark site”. Colours, Images and Promotional material removed from Social Channels.
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Sincerity & Compassion
o Go-Team of 250+ caregivers & senior management were mobilized in 5 locations
o Consistently posted messages requesting public not speculate but pray for lives
o Flight codes MH370 and MH371 were retired as a mark of respect
o Gave CLOSURE to families and public on Mar 25 by assuming that the flight must have crashed in Southern Indian ocean
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o All updates were published in English & Chinese
o First media release contained distinct contact numbers for Public & Media queries and support facility building details with directions
o Passenger and crew details were published in accordance to Malaysia’s Personal Data Protection Act
o Consistent messages in Social Media Channels about SAR details and efforts underway even when there were no specific updates
Informative & Transparency
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o Maintenance schedule (last done & next due) of the aircraft was published
o Date of aircraft delivery to the airlines and total flying hours were published - 53,465.21 hours with a total of 7525 cycles
o Details about Aircraft Communications Addressing & Reporting System were published
o Process that would be followed (once the aircraft is found) for Family Management of kith and kin of Passengers & Crew was outlined
o Common queries from the media were addressed – off-loading unaccompanied baggage, passengers traveling with stolen passports, passengers flying to India instead of KL etc.
o Full communications transcript between MH370 & ATC Kuala Lumpur was shared with the family members
Informative & Transparency
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o The first press release was made by the Group CEO
o Statements from the Malaysian Prime Minister and Minister of Defense and Acting Minister of Transport were amplified to gain trust during the SAR mission
o Airline did not comment on queries about pilot role in Hijack or Crash – Created a “Police Investigation” section to update on specific queries.
o Clarified that personal data of passengers and crew cannot be shared due to the Malaysian Data Protection Act however, released “shareable” data
o Transcript of conversation between MH370 and Malaysian Air Traffic Control and the Cargo Manifest was duly sent for investigational analysis prior to sharing with affected families
Earn Trust
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Press release by Group CEO in 1 hour
Amplified to Twitter & Facebook instantly
Updates were made 3-4 times a day
o Airline waited for an hour after estimated landing time to report “No-Contact” o The fact that airline flew for few more hours outside trajectory was not
published in the first 2 days o Updates were not released round the clock o No timelines were indicated for future updates o No press conference until next day - March 9, 2014 o Transcript between aircraft and ATC was released after 3 weeks
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Pros o Prompt clarification of media and public queries/allegations o Sincere and transparent in communication o Discouraged speculation, encouraged to pray
Cons o Hash tag #MASAlert was used while #MH370 and #MalaysiaAirlines were trending o Airline website did not allow viewers to share the message (No share buttons) o Majority of the updates in Social Media did not specify the update, just links to home base
were provided which frustrated viewers o Timelines were messed up - no press conference on day 1, going back and forth on
passenger list, delayed delivery of transcripts, sent text messages to few families that aircraft has crashed
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o Establish schedule - Let viewers know when to expect next update
o Use appropriate #tag and recommend viewers to use the same
o Allow more amplification by letting viewers to share updates
o Summarize the update in social media channels and provide details in home base
o Provide video updates in social media channels – quick update for people on the run
o Use Info Graphics to provide updates on search area
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