Crisis management and communication in airlines: a case study of Boeing planes’ accidents with Ethiopian Airlines in 2019 and with Indonesian Airlines in 2018

Abstract

This dissertation attempted to explore how communication crises are managed in aviation, looking specifically at the Boeing plane crashes in 2018 and 2019. The researcher analysed secondary qualitative data derived from news stories, social media content, and official press releases. In response to the Indonesian crisis, the company adopted a denial and liability evasion strategy by shifting the blame for the accident to the pilots and technicians of the Lion Air. Instead of following one specific crisis response strategy, Boeing chose to implement a mix of deny, diminish and deal responses. The company’s website, Boeing’s social media accounts and press releases were the key platforms used by Boeing to distribute post-crisis communications. The study critiques the mixed approach adopted by Boeing. For instance, Boeing failed to specify how exactly the company had planned to distribute funds allocated to charities following the Ethiopian crisis. Because of this, Boeing has so far failed to recover its reputation to pre-crisis levels. The impact of the discussed crises threatens Boeing’s aircraft sales within the next five years