{"id":58592,"date":"2014-03-12T17:22:40","date_gmt":"2014-03-12T16:22:40","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=58592"},"modified":"2014-03-12T17:22:40","modified_gmt":"2014-03-12T17:22:40","slug":"crisis-communications-malaysia-airlines-missing-mh370","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/crisis-communications-malaysia-airlines-missing-mh370\/","title":{"rendered":"Crisis Communications \u2013 Malaysia Airlines and the missing MH370"},"content":{"rendered":"

\"PlaneAs the search for the missing Malaysia Airlines flight <\/b>intensifies, the carrier\u2019s role in crisis communications has come under the magnifying glass. Families of the 239 passengers on board the aircraft want answers, and so does the rest of the world. <\/p>\n

While Malaysia Airline’s CEO, <\/b>Ahmad Jauhari Yahya has been quick to address the issue via press briefings<\/b>, the airline\u2019s digital response has proved central in providing updates and responding to media reports, real time.<\/p>\n

<\/b>Communications and community manager at Cision UK, Kirsti Kauronen, tracks her observations of Malaysia Airline\u2019s online response as the mystery unravels.<\/p>\n

<\/b><\/p>\n


<\/b>First Response<\/span>
<\/b>Malaysia Airlines issued a statement within hours of losing contact with Flight MH370 demonstrating responsibility and taking the lead as an official source of information. \u00a0The message was straightforward and truthful.<\/b><\/p>\n

\u2018<\/i><\/b>Saturday, March 08, 07:30 AM MYT +0800\u00a0Media Statement – MH370 Incident released at 7.24am<\/i><\/b><\/p>\n

Sepang, 8 March 2014: <\/i><\/b>Malaysia Airlines confirms that flight MH370 has lost contact with Subang Air Traffic Control at 2.40am, today (8 March 2014).<\/i><\/p>\n

Flight MH370, operated on the B777-200 aircraft, departed Kuala Lumpur at 12.41am on 8 March 2014. MH370 was expected to land in Beijing at 6.30am the same day. The flight was carrying a total number of 227 passengers (including 2 infants), 12 crew members.<\/i><\/p>\n

Malaysia Airlines is currently working with the authorities who have activated their Search and Rescue team to locate the aircraft.<\/i>The airline will provide regular updates on the situation. Meanwhile, the families may contact +603 7884 1234\u00a0for further info.<\/i>\u2019<\/p>\n

The airline also published emergency contact information for Malaysia and Beijing alongside media statements, including press contacts and passenger manifest.\u00a0<\/strong><\/p>\n

Trained Response<\/span>
Malaysia Airlines went \u2018dark\u2019 as all promotional activities on its website, Twitter, Google + and Facebook accounts were replaced with a colourless background to reflect the mood and severity of the situation within hours of the news. By definition, a dark site is a pre-made, non-visible web site that is activated by companies when a crisis or emergency occurs. It proves that the communications team behind the airline is organized, trained and prepared to handle the task at hand.<\/strong><\/p>\n

On Twitter:<\/strong><\/p>\n

\"malaysia
Website:\u00a0<\/strong><\/p>\n

\"malaysia<\/p>\n

Emotional Response<\/strong><\/span>
Despite following a structured crisis management plan and maintaining professionalism, the airline has not shied away from expressing emotion. Empathy and compassion towards family members and others affected by the aircraft\u2019s disappearance has been communicated through posts and tweets.\u00a0<\/strong><\/p>\n

\n

For the families involved, every minute is like an hour. Please keep them in your thoughts as we continue to search for MH370 thru the night<\/p>\n

\u2014 Malaysia Airlines (@MAS) March 10, 2014<\/a><\/p><\/blockquote>\n

\n