Why early crisis response is crucial.
In 2024, a 737 Max 9 took off from Portland en route to Los Angeles when crisis struck. The door of Alaska Airlines flight 1282 malfunctioned and the aircraft had to make an emergency landing shortly after takeoff.
But SpiritAerosystems, the makers of the aircraft’s door, jumped into action when they learned of the event.
Action can’t wait in the event of crisis, said Joe Buccino, communications director at Spirit Aerosystems and co-founder at the firm Vantage + Vox, during the PR Daily Conference. It’s imperative to act quickly, release a statement and continue gathering information.
“What do we know immediately?” he said. “People may think, ‘Oh, we don’t know enough yet,’ but gather what you do know.” If you know enough, you must make a statement quickly, Buccino said.
They didn’t know why or how the incident happened at the time, Buccino said. But about a half hour after the event, the Associated Press reported on the moment and said the door of the plane was built by Spirit Aerosystems.
Before an investigation even began, Buccino said he began working with leaders to draft a statement before it drew more media attention. Getting a statement out early is the only way to take control of the narrative, he said.
When you draft that statement, take these factors into account:
- Lead with empathy: In this situation, Buccino said Spirit Aerosystems acknowledged the safety of the passengers and crew. They said they were thankful that no one was injured and their thoughts were with everyone on the flight. Empathy draws connection.
- Express gratitude: Commend the players who reacted to the situation in real time to the best of their ability. Spirit Aerosystems commended the quick action taken by the Alaska Airlines crew to safely return the plane to its originating airport. In other circumstances, this could be expressing gratitude for how the incident was initially handled. Gratitude shows humility.
- Be transparent: It is imperative to reveal as much information as possible, Buccino said. “Release as much as you can while continuing to develop the situation,” he said. Transparency is critical. Be direct. Be truthful.
- Share your next steps: As you continue working to uncover the “how” and “why” the incident happened, voice that you are working on a plan to improve and assure your audience that you are committed to making sure the mistake is not repeated. For Spirit Aerosystems, this segment of the statement talked about partnering with the FAA, Boeing and the National Transportation Safety Board to determine why the door malfunctioned, Buccino said.
By the time Spirit Aerosystems released their initial statement, about an hour and a half had lapsed since the incident.
While weighing your options may come into play later, crises are best addressed early and with definitive language. This not only helps stifle unwanted media attention, it puts the ball in your organization’s court, Buccino said.
Watch the full presentation and sign up for Ragan Training here.
Courtney Blackann is a communications reporter. Connect with her on LinkedIn or email her at courtneyb@ragan.com.
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