The recent plant/helicopter crash is an exercise in why PR should be at the table in a crisis.
I try to watch the news with a critical PR eye for what might have, or is, happening in the background to get to these very public, highly scrutinized media interviews. Are they prepared? Are their messages clear? Are they tone deaf? Are they spot-on?
In this most recent plane crash in D.C. there are many emotions, so much loss and so many unanswered questions. There is plenty of finger pointing happening too, unnecessarily at this point, given where the current investigation lies.
This is when the PR gal in my kicks in. I can only imagine the “war room” assembled in lightning speed to address this crisis. I have to give props to American Airlines and their comms crew for being spot-on in this one. Honesty, accuracy and transparency – the core principles of ethical PR practices. American Airlines has done an excellent of job of consistency in their messages, being responsive and being genuine in their statements.
As one who has helped organizations to navigate crises (nothing like this, thankfully!), I have been watching how the various entities involved are responding. I’ve been impressed with the Robert Isom, American Airlines CEO, for his compassion, very visible empathy for the families and those charged with responding to this catastrophic crash and for immediately making his way to D.C. That says more about his leadership to me than anything – he cares and recognizes the importance of being present – for his company, his employees, his passengers, his partners and communities.
In any crisis, it comes down to people. The victims, the responders, the families, the communities that are all suffering loss, looking for answers and trying to find ways to process the tragedy. Isom has demonstrated strong leadership in his quick response, how the airline will support these families and be an ally in the investigation. That kind of transparency speaks volumes.
As crises unfold, speculation can be your worst enemy. Isom has been careful to stick to the facts at hand. The statements have been timely and sincere. No doubt communication will continue to flow. Props to this CEO and his comms team for being prepared, handling the situation with grace and concern and keeping their focus on the human factor.
