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Outlining the PR errors made by a company in a real case from the business world; and make recommendations as to how the company should have handled the issue from a PR perspective. Your answer should draw on your knowledge of PR theory, practical considerations, and your own creativity.

  • Malaysian Airlines in the loss of MH370 and its subsequent handling of its relationships with the families of the victims

Public relation mistakes made in MH370 crisis

The missing MH370 plane carried two hundred and twenty-seven passengers from fifteen different national and twelve, Malaysian crew members (Howell,2015). The missing plane sparked a global outcry with the deep mystery of its disappearance, which sparked a multinational search for the plane but to no avail up to now (Nel, 2014). The handling of the issue by the Malaysian airline demonstrated poor management and incompetent public relation that sparked numerous conspiracy theories that fed the public's doubts and an appetite for answers. Many mistakes were made by the Malaysian airline making it as the worst public relation disaster to ever occur in the airline industry. This sparked international criticism where the telegraph newspaper described as a master case study on how not to handle and aftermath crisis (Alexander, 2014, March 17). Even a Chinese state-run media managed to criticize the openness of the public relation department depicted that it poorly handled the situations (Lee, and Han, 2016). Various public relation mistakes were made by the Malaysian airline during the crisis of the missing MH370 that damaged its brand and credibility.

The numerous unpopular actions were taken by the Malaysian airline in handling the MH370 crisis clearly demonstrated that they public relation department was either unprepared for such a situation or they underestimated the situation. They sent a 26 SMS character notifying the family members of the victims about the conclusion of the missing plane without remorse The random press conferences that they called were mistakes since they ended up giving different thoughts or information day by day. The fact that they even disregarded that the nations who had their citizens on board would be involved was not that effective, at some point they thought the plane would be found in a few day but time went by with no leads as the crisis worsened together with its reputation

Confliction of data was a key component of the discourse amongst media and experts. Indeed, the story was a quick advancing banquet however, it is significant that pioneers can adhere to the truths and not get derailed speculations and bits of gossip. The 'open discussion' configuration of a question and answer session is just fine when the certainties are clear. Agreeing with a wild hypothesis about suicides, fear based oppression and maverick travelers were a howler. There were also various situations that the airline would give misleading information to the search, rescue, and go to an extent of denying the information. The Malaysian airline that would be deemed helpful but it would later change that information and even denying it.

Underestimation of the crisis

At the point when an occasion picks up as much media consideration as the vanishing of MH370, everything at the moment is always under investigation. It is critical for an organization to build up itself as the speediest, most dependable wellspring of data as fast as could be expected under the circumstances. On the off chance that an organization can do this amidst an emergency, the media and the partners will quit examining somewhere else and quit conjecturing which makes it less demanding to control the message. Malaysia Airlines neglected to do this inside the initial 24 hours of the emergency by changing in its official statements without clarification the time that it lost contact with the plane. Little irregularities like that open up the sentiments of doubt from individuals taking after the occasions firmly, for example, the organization's most essential partner gathering and the families.

This was the airline greatest public relation blunder. The families and friends of those on getting onto the plane have the most energy to pardon and reclaim the carriers. They got a ton of media consideration due to their profound individual association with the occasion, which implies they have a ton of control over the message that the media conveys. Additionally, a key stride in recovering trust is to show empathy for the human life in question (Swann,  2014). The aircraft fizzled at this front from the earliest starting point by offering the families five thousand dollars for the lives of those on getting onto the plane at one of the primary question and answer sessions. Afterward, at a public interview under two weeks after the occasion started, an upset relative was real dragged out of a question and answer session by security after she was bringing about an unsettling influence (Lee, and Han, 2016). Just a couple days after the fact, a portion of the relatives was told by instant message that new information showed that all on load onto the plane were dead. These sorts of unfeeling activities sustained the media new points from which to keep recounting the narrative of the emergency and exacerbated the organization look even.

The Malaysian airline may have been too proud or thought that it could handle the crisis single-handedly which further shows how it underestimated the situation. The lack of unpreparedness during feedback and data inconsistency in press conferences showed how they needed the help but they were reluctant. Things w2ouls have been simpler if they outsourced their public relations to a company that has experience in handling such crisis but they failed to do so.

Inconsistent information relay

The airline had clearly no plan for relaying information to the media; they would randomly hold a press conference where they would emotionally lash out at the grieving questions asked by the journalist. This showed that they were unprepared and they were just trying to feed the world with information hoping the world would see them as concerned and working hard to solve the matter but they were only making things worse. In such a situation and organizations should be in a position in planning their press conference with viable information and while prepared to answer any question that may be asked during such a crisis. The airline failed to do this, which damaged the brand and credibility of the airline (Parveen, Jaafar, and Ainin, 2015).

Conclusion

The crisis of the missing MH370 is one of the greatest mysteries that shook the world in 2014.The plane had over two hundred passengers on board from fifteen nations creating a world crisis. The Malaysian airline made the crisis even worse due to their poor public relation management, which sparked criticism at an international level from even unexpected places such as the Chinese state-run media (Lee, and Han, 2016). Their public relations division poorly did its inhumane handling of the family members as well as information relay to the world. This report has focused on the public relation mistakes, made by the Malaysian airlines and its subsequent handling of its relationships with the families of the victims. The crisis is now been used as a case study by various organization both local and international of the consequences of poor public relations using it as a learning curve.

The Malaysian airline would have handled the crisis differently from my own perspective as a public relation specialist. Transparency of information is the key to creating public trust. The airline would have validated its information consistently before making press statements that would later turn out to be false or invalid, thus gives the power to the media in spinning the information to their advantaged and to the disadvantage of the airline damaging its credibility in the end (Park, Bier, and Palenchar, 2016). It is clear that the airline had underestimated the situation regardless of them knowing that nations who had its citizens on board would demand answers (Ngai, and Jin,2016). The airline sending a 26 character message to the family victims confirming that the MH370 was lost and passengers presumed dead, show how they weren’t serious which damaged their brand  this shows that the airline would have considered it as a crucial setback that had a potential of damaging them seriously, things would have been different for them ( Swann, 2014)

The airline would have also respected the dignity and remorse of the families involved; they kept them in hotels and even offered a simple 5000 dollars putting a value to life. Such situations should be handled cautiously wheelie respecting human dignity since they are the backbone of the business and they can damage or improve the brand (Breitsohl and Garrod,  2016). The airline would have also outsourced its public relation or acquire external assistance from external organizations. This would have managed the crisis since there are public relation companies that specialize in handling such situations and would have retained its credibility as well ( Grunig, 2013).

References

Alexander, H. 2014, March 17. Malaysian officials out of their depth in MH370 crisis management. Retrieved April 30, 2017, from https://www.telegraph.co.uk/news/worldnews/asia/malaysia/10704165/Malaysian-officials-out-of-their-depth-in-MH370-crisis-management.htm

Breitsohl, J. and Garrod, B., 2016. Assessing tourists' cognitive, emotional and behavioral reactions to an unethical destination incident. Tourism Management, 54, pp.209-220.

Grunig, J.E., 2013. Excellence in public relations and communication management. Routledge.

Howell, G.V., 2015. MH370 All lives lost: the ‘Black Swan’Disaster Confirmed with a 26 Word Txt. Asia Pacific Public Relations Journal, 16(1), pp.8-21.

Lee, C. and Han, L., 2016. Faith-based organization and transnational voluntarism in China: a case study of the Malaysia airline MH370 incident. Voluntas: International Journal of Voluntary and Nonprofit Organizations, 27(5), pp.2353-2373.

Nel, P., 2014. The two Malaysia Airlines disasters in 2014: Lessons for airline management in a global context.

Ngai, C.S. and Jin, Y., 2016. The Effectiveness of Crisis Communication Strategies on Sina Weibo in Relation to Chinese Publics’ Acceptance of These Strategies. Journal of Business and Technical Communication, p.1050651916651907.

Park, S., Bier, L.M. and Palenchar, M.J., 2016. Framing a mystery: Information subsidies and media coverage of Malaysia airlines flight 370. Public Relations Review, 42(4), pp.654-664.

Parveen, F., Jaafar, N.I. and Amin, S., 2015. Social media usage and organizational performance: Reflections of Malaysian social media managers. Telematics and Informatics, 32(1), pp.67-78.

Stacks, D.W., 2016. Primer of public relations research. Guilford Publications.

Swann, P., 2014. Cases in public relations management: The rise of social media and activism. Routledge.

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[Accessed 19 March 2024].

My Assignment Help. 'Public Relation Mistakes By Malaysian Airline: MH370 Crisis Essay.' (My Assignment Help, 2021) <https://myassignmenthelp.com/free-samples/prs303-public-relations-management-and-tactics/disrespected-human-dignity.html> accessed 19 March 2024.

My Assignment Help. Public Relation Mistakes By Malaysian Airline: MH370 Crisis Essay. [Internet]. My Assignment Help. 2021 [cited 19 March 2024]. Available from: https://myassignmenthelp.com/free-samples/prs303-public-relations-management-and-tactics/disrespected-human-dignity.html.

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