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Subsequent Handling Of Relationships With The Families

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The report has gone through the incident of the Malaysian Airlines accident and loss of the flight MH370. The study has reviewed few articles, some of them are peer-reviewed and some of them are news articles. The study has covered the crisis and the factors of the incident happened with the passengers of the flight MH370 and the company image of Malaysian Airlines affected by this incident (Idid 2016).

The report discusses about the main incident and the reasons behind the incident. Along with that, the report has critically analyzed the incident and factors relating to it. The study has gone through the effect of this incident on the company Malaysian Airlines and recommended few strategies for the matter of public relation management for the company ( 2016).

The report is a detailed analysis on the case study of the incident happened with the flight MH370 on 8th March 2014. The report draws a conclusion and few recommendations of strategies relating to the PR management.


Main Report

The Malaysian Airlines Flight MH 370 was scheduled on the 8th March 2014 to fly from Kuala Lumpur International Airport to Beijing Capital International Airport. The flight get disappeared after 1:19 MYT, 8th March, 2014 and the last position recorded as on the South China Sea. The aircraft was carrying 12 Malaysian Crew members, 227 passengers from 15 nations (Bremner 2015).

The news report states that, the aircraft was shifted from its pathway and deviated towards the west side. The craft is considered as the most expensive and the largest craft of the Malaysian airlines. The Malaysian Government established the Joint Investigation Team to find out the reasons behind the incident. The foreign aviation authorities also worked for this case. The crews and the aircraft communication system didn’t communicated about any distressed signal, bad weather, or any technical problems during the flight (Macnamara).

From the investigation, it is reported as the two of the total passengers were travelling on stolen passports and they have accused as the suspect for this incident. The Malaysian police identified the captain as the main suspect of the human intervention. This incident is considered as the second deadliest incident of the Malaysian Airlines’ history (Moore-Copple, Climek and Pritchard 2015).

According to the article written by Minter, published in states that, the news and the controversies regarding the incident happen with the flight MH370 were discussed more above one year. The missing flight and the controversies and the responses of the Malaysian Government also discussed in various news articles for a long time. The PR management of the Government due to this incident was recorded as, the Government did various meetings with the foreign journalists along with the senior Malaysian officials and the conversations lead to various contradictory, evasive and arrogant ways of communication (Chong And Chang 2016).


The situation of the families of the victims was sensitive due to this incident. However, the responsible officials had handled the situation without considering the situation of the family members of the victims. The arrogance shown by the senior officials put the first time visitors in the conception of unrevealing approaches about the incident. The Malaysian government has faced various criticisms due to this incident (Minter, Feldman and Cowen, 2015). The international articles reported as the incident has increased the curiosity of the foreign journalists along with the journalists of Malaysia and the people have emerged in questioning the government officials about the incidents.

However, the ignorance of the government officials has influence the curiosity and approaches of the journalists to enquire about the incident more crucially as they have suspected the government officials as responsible for this disappearance. The investigations reported as, 153 of the passengers were Chinese, thus the Chinese officials also criticized the Malaysian Government for this incident and loss. The news article has reported that, the incident has changed the Aviation business industry of Malaysia along with various government norms (Sing, Loon and Wei 2014).

According to the news article by, the searching of the flight MH370 across over a million square miles had cost of tens of millions dollars. The cost has affected the economy of various countries including Malaysia and neighbor countries. In the middle of July, a similar incident happened with the flight MH17 (Yao 2015).

However, the reason of disappearance of this flight was clear since the Russia and Ukraine has a fight at that time. Most of the people had argued about the bad luck of the Malaysian Airlines. Though the disappearance of the flight MH370 stayed in mystery. The authority of the company has invested around $1.7 billion for the makeup of the deficit in the reputation along with the positive engagement of the employees in their work ( 2015).

According to the report by, the management team of Malaysian Airlines has approached to change the name of the carrier of the flights along with few of investments for the regaining the brand image in the Aviation market. The management announced the name and brand change of the flights of Malaysian Airlines to regenerate the marketing impacts on the target customers (War and Crimes).


However, the company has given the example of the Japan Airlines that have rebranded their flights after a severe crash of one flight. The carrier repainted all the planes along with their rebranding models. The procurements and the logistics are also got changed and the customer service strategies also got changed due to recovering the brand image and their potential in the market (Stockdale and Steeper 2015).

Due to expenses, the Malaysia Airlines fall into huge financial loss and still it is facing various financial crisis. The management used to know that, the incidents will decrease their sales in the aviation market along with ruining the reputation. However, the media communication was not efficient due to various reasons like the joining of the New CEO (West 2014).

According to the report by, the captain held responsible for the incident of MH370. In the industrial view, the competitors of Malaysian Airlines (MA) strategically used the issues of the incident and grabbed the market share of MA. The company had put into a battle with the low-cost entrants like Indonesia’s Lion Air, Malaysia’s Air Asia and similar other companies.

The travellers of various countries had strongly criticized the service quality of Malaysian Airlines. The reaction to the second disaster has diminished the potential approaches of MA for the regaining of brand image. It is accounted around 60% of the sales fall due to the two incidents (Boss and Ishii 2015).

The gesture of the MA was considered as insufficient among the passengers of the flights. The redemption of the total cost bared by the company need a long time for the company. The government has acquire the ownership of the company to support it in reconstructing its services and fundamentals. The falling sales had put a cost of around $222 million on the company ( 2016)



The study of the case of disappearance of the flight MH370 of Malaysian Airlines has given a fall in the growth of the brand. Along with that, some of the official of the company held responsible for the incident and this things ruined the reputation of the Malaysian Airlines. The recovering process of the incident has put the company in a huge financial loss along with the loss of the brand image in the market. The study has found that, the company has adopted various strategies for recovering their brand image and market position in the aviation sector of the Malaysia and globally.

Along with that, the management has tried to approach their target customers with low-price approaches which held the company suffer the severe market competition with the low-priced airline companies along with the potential loss of customer base of the organization. However, the government has supported the company in this situation by acquiring the ownership of the organization.

In the recovering process the company has faced various management changes which also effected the workforce along with the business profile of the company. The report concludes that, the loss incurred by the company can be recollected by sales in long years. However, there are various other ways to recover the company from the scenario. The report recommends few strategies to recover from the situation by managing the Public Relation aspect


The PR management dept. of the company should follow the strategies as mentioned below-

  1. The faith gaining strategies need to be implemented. For this purpose, various past good records can be used for the advertisement and promotion purposes.
  2. Adopting new marketing strategies for the promotional purposes.
  3. Hiring new employees for the post of Pilot, cabin crew and press release about such hiring along with promotions.
  4. Establishing a new business model by enabling a celebrity profile of the new hires. This strategy will help to renovate the brand image of the company along with promotions.


Boss, P. And Ishii, C., 2015. Trauma and ambiguous loss: The lingering presence of the physically absent. In Traumatic stress and long-term recovery (pp. 271-289). Springer International Publishing.

Bremner, L., 2015. Fluid ontologies in the search for MH370. Journal of the Indian Ocean Region, 11(1), pp.8-29.

Chong, A. And Chang, J.Y., 2016. Security competition by proxy: Asia Pacific interstate rivalry in the aftermath of the MH370 incident. Global Change, Peace & Security, 28(1), pp.75-98. 2016. Veteran US pilot claims MH370's captain hijacked and crashed the plane. [online] Available at:

Idid, S.A., 2016. News diffusion studies: Malaysian cases in a global context.

Macnamara, J., A review of public communication.

Minter, A., Feldman, N. And Cowen, T. 2015. How MH370 Changed Malaysia. [online] Bloomberg View. Available at:

Moore-Copple, J.J., Climek, M. And Pritchard, R.S., 2015, March. Rumor Control or Rumor Central: What the Handling of Malaysia Airlines Flight 370’s Disappearance Can Tell Us About the Impact of Interest and Ambiguity on Crisis Response Over Time. In 18 The international public relations research conference (p. 280).

Sing, G.T., Loon, G.L.G. and Wei, Y.Y., 2014. Factor Influence The Public Perception On Brand Image After Airline Crisis: Mh370 (Doctoral dissertation, UTAR).

Stockdale, S. And Steeper, C., 2015. Risk: All That Matters. Hodder & Stoughton. 2015. Malaysia Airlines Struggles 1 Year After Flight 370 Vanishes. [online] Available at:

War, U.N. and Crimes, W., Global Research.

West, K. 2014. Is there a future for Malaysia Airlines after flights MH370 and MH17?. [online] Available at:

Yao, S., 2015. Malaysian flight MH370 reports: a critical discourse analysis. The New English Teacher, 9(2), pp.127-150.


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