Discussion: Crisis Communications

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Crisis Communication

In this era of technology, many businesses companies often use social media like Facebook and twitter in posting advancements and communicating to their customers (Dholakia, 2016). Through this they deliver vital information to their customers instantly and whenever they wish. However certain information’s and pictures posted in social media can highly affect the company negatively Dholakia, 2016).

In April 2014 US Airways tweeted a hardcore pornographic image and left it online for a long time. The image showed an entirely nude woman who had a plane inserted into her vagina (Benderly, 2016). The photo stayed on the internet for about two hours which was later removed by the company. The company spokesman when apologising states that the inappropriate image they shared on their Twitter was not their initial post (Benderly, 2016).

The speaker said that the post was posted by another user to their feed, and they have captured it and flag it inappropriate but unfortunately included it in conversation responding to a customer (Benderly, 2016). The spokesman added that they immediately realise the problem and remove it online. The company assured the customer that they are genuinely reviewing their processes to prevent such occurrences in future (Benderly, 2016).

For the company to prevent such negative effects in future various strategies can be employed. The business can always avoid canned responses when replying a negative comment to their customers in a public forum (Dholakia, 2016). If another user has posted ugly, the company should always try personal messaging to prevent making a public mistake (Olsson, 2016).

In addition, the company should always acknowledge the issue and address it quickly
(Olsson, 2016). They should show empathy to the customers and remove the tag online as quick as possible to prevent further impact. Other than that the company should research the problem deeply instead of just apologising and know exact what happen and fix it to ensure it will never happen again (Olsson, 2016).


Olsson, E. (2016). Crisis Communication in Public Organisations: Dimensions of Crisis Communication Revisited. J Contingencies & Crisis Man pg 34-45

Benderly, B. (2016). To tweet or not to tweet?. Science and marketing pg 2-10

Dholakia, N. (2016). Marketing as mystification. Marketing Theory pg 35-67