The Scoop: Air India struggles to respond to horrific crash

Plus: Yahoo’s creative PR campaign leverages email burnout to launch product; New York now tracking AI-related layoffs.

Thursday’s Air India tragedy sparked horror and uncertainty as officials worked to determine the cause of the crash that left hundreds dead.

Air India’s CEO Campbell Wilson was quick to get on camera and get a message out via X.

He began by standing at a podium in a crisp suite under bright lights, acknowledging that the airline was aware of an incident with Air India 171. The plane took off from Ahmedabad en route to London Gatwick and crashed into a medical facility shortly after takeoff.

“I know that there are many questions, and at this stage I will not be able to answer all of them,” Wilson said. “But I do want to share the information we do have at this time.”

Good. Transparency.

He goes on to list logistics of the aircraft’s route and number of passengers on board. He offers a hotline that concerned family members could call for additional support.

Message from Campbell Wilson, MD & CEO, Air India. pic.twitter.com/19MiwtkwAI

— Air India (@airindia) June 12, 2025

Why it matters: Unfortunately, what Wilson doesn’t do is make any sort of expression. He stands in a stiff position and speaks in a monotone voice.

It’s not easy to have to share this kind of news, but if you’re going to do it on camera, you’ve got to show some empathy for those most impacted. I’m sure that Wilson is a fine leader, and likely a nice person. And while it’s obvious that Air India felt the CEO was needed to speak to a story of this tragedy and magnitude, he may not have been the right on-camera spokesperson for this message. Someone who was more comfortable and emotive might have been a better choice, while Wilson could have followed up with a written statement to ensure that the CEO’s hand was visible.

Failing that, better media training could have made a difference here. Unfortunately, a crash is a very foreseeable issue an airline CEO may have to deal with. Training on coming across as more sympathetic and natural could have gone a long way here.

Our thoughts are with Wilson, Air India, and the families and survivors of this terrible crash.

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Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com. 

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