Crisis Communications 101
There are some relatively simple steps that public relations firms urge upon their clients confronting crises of various kinds. One is an illustration of the advice that when you find yourself in the bottom of a hole the first step is to stop digging. In this context, when an organization has done something horrible, and news of it has reached the public, the best strategy is for the top executive to respond with "immediacy, transparency, honesty and empathy." See, Nicholas Johnson, "Crisis Communications 101," February 14, 2011, yurl.com/mk3uy6d.
Instead of coming out with one statement displaying "immediacy, transparency, honesty and empathy," United's CEO produced three, each defensive and failing to improve on its predecessor (until his days-late expression of "shame"). "Read United CEO's 3 statements on passenger dragged off flight," Boston Herald, April 11, 2017, yurl.com/lav9aqk.
If it was an ill-conceived tactic of United's public relations operation (and not just the product of a curious journalist working independently), I would find particularly despicable a corporate response of attacking the victim's personal reputation (like a rapist smearing the reputation of his victim) -- something having nothing whatsoever to do with the propriety of dragging the victim off the plane. Bruce Golding, "Doctor Dragged Off Flight Was Convicted of Trading Drugs for Sex," New York Post, April 11, 2017, yurl.com/n5q9opv .
What to Do?
Imagine you have reserved a motel room, paid for by credit card, arrived, settled in and gone to bed. Imagine being awakened when all the lights go on, you see the manager standing there, and he informs you that you are going to have to dress and leave because he overbooked the motel that night.
Or consider the restaurant equivalent. You've made reservations for you and your partner. You arrive on time, are seated, and give the wait person your orders. Before the food arrives you are told you need to get up, put your coats on and leave, because the restaurant is overbooked that evening.
That behavior would be enough to put that motel, or restaurant, out of business.
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