Malaysia Airlines Crisis Management Crashes with a Text
Over the last few weeks, the world has watched with morbid curiosity the investigation into the disappearance of Malaysian Airlines flight MH370. Throughout the ordeal, Malaysia airlines has dealt with the situation relatively well, communicating with the media and, more importantly, the loved ones of the missing on a daily, even hourly, basis.
Whilst there has been speculation of misinformation, cover-ups and failures to be transparent with what they know (mostly by the families of victims born from a deep mistrust of the Malaysian government), the general consensus within the media is that the situation has been dealt with in a suitable fashion by the airline.
In fact, PR commentators and crisis management experts, including Hamish McLean, have been referenced in an article on smh.com.au commending the actions of the airline.
But, under the immense scrutiny of world media and the world itself, and under the most intense of pressures to find and convey any evidence as to the fate of the flight, there was inevitably going to be a tipping point where all that work came crashing down – and all it took was a single text. Ironically in the same article, McLean said that the crisis ‘textbook’ had run out.
With the world media on its doorstep eagerly lapping up the growing furore, you would have thought that Malaysian Airlines could have found a better way to announce that all hope is lost and ‘none of those on board survived’? We’re just spit-balling here, and without being privy to the insights and intelligence of the airline we would have thought a private conference, phone calls, letters to the families of each victim (granted this may have had to be emailed) – would have been more appropriate, expected and, overall, accepted. In addition to how the airline planned to provide support to the families receiving this heartbreaking information.
It seems in the modern era though, that Malaysian Airlines chose instead to inform grieving families via…a text (thankfully they didn’t put LOL at the end thinking it meant ‘Lots of Love’).
Put into context, the airline has been using texts to relay information to the 1,000 plus family members it is in contact with and that reside around the globe. Understandably though, using this medium for such a devastating message has been met with disbelief and anger, especially as it came minutes before the president went to the media and announced the same thing to the world.
From a purely PR perspective, timing, messaging and medium used shows at best a lack of thought and at most a gross lack of care and a desire to satiate the world’s need for information, whilst undoing some of the damage done to the Malaysian government’s reputation by this whole affair.
It would seem the move was pre-empted by a scheduled media announcement by the Malaysian Premiere whom, it seems, succumbed to world pressure for information and, in the process, forgot that the victims of the flight and their families should have taken precedence over the ‘need to know’ mentality of the rest of the world.
This was confirmed by Malaysian Airlines CEO, Ahmad Jauhari Yahya, who defended the use of a text stating: “Our sole and only motivation last night was to ensure that in the incredibly short amount of time available to us, the families heard the tragic news before the world did.”
But it’s not just the use of a text to convey such devastating news; it’s the lack of empathy shown in the wording and the failure to offer any additional support to the families in terms of counselling etc.
The move has been damned by the family of New Zealand passenger, Paul Weeks. In talking to Radio Live in New Zealand his wife, Diana Weeks, commented: "The whole situation has been handled appallingly, incredibly insensitively…Everyone is angry about it.”
It’ll be interesting to see what impact this has, if any, on the way the world evaluates Malaysian Airlines’ and the Malaysian government’s approach to dealing with this crisis. Inevitably, this was always going to be a long process with many ups and downs. With the plane (or any confirmed wreckage) yet to be found, the saga for Malaysian Airlines and the families of the victims has a long course ahead, with the world spotlight lighting its way.
Lee Hall, senior PR and marketing manager, InsideOut PR
Please login with linkedin to comment
Latest News
Scroll Media Recruits Costa Panagos From Twitch
Digital publisher network Scroll Media has employed ex-Amazon Twitch gaming executive Costa Panagos (lead image) to strengthen its Scroll Gaming capability. Panagos is highly experienced in game advertising and media sales professional with two years in account management at Twitch and three years in media sales at News Corp, so will bring his extensive media agency […]
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
School-leaver service Year13 has launched a new Artificial Intelligence course to upskill young people in AI, made in collaboration with Microsoft and KPMG, at an event to rally industry support behind youth AI fluency. The free online course AI Amplified which is part of Year13’s Academy aims to provide all young people with the opportunity […]
General Motors Snares Heath Walker From Scania
General Motors has announced the appointment of Heath Walker (lead image) as the new marketing director for GM Australia and New Zealand, effective April 23, 2024. Walker brings a wealth of marketing and communications experience gained from working across various industries, including IT, sporting, and auto – notably Tesla, Nissan and most recently, Scania in […]
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.
Spotlight On Sponsors: Carsales Strikes With Another Storm-Based Team
Think our hacks are living their sports journalist dreams vicariously through B&T? Confirm it with this reporting.
Commission Factory & AGL Energy Ignite Strategic Partnership To Empower Australian Energy Consumers
Concerned by global warming yet ran the fans non-stop over summer? Add to the guilt with this read.
Allied Nabs Nicola Gold From Pico International Dubai
Seasoned marketer relocates from Dubai to Sydney. Says the shopping's not as good but at least you can get a drink.
Nine’s Push For Gold, Silver & Bronze Ad Opportunities Could Break New Ground In Broadcasting
Nine insists that AI won't dominate its Olympics coverage. And not merely because Bruce McAvaney doesn't understand it.
TV Ratings (16/04/2024): Toxic City Girls Too Much For Farmer Bert
Fans calling out toxic behaviour on Farmer Wants A Wife, seemingly unaware that's the very premise of any dating show.
Kaimera Wins Afterpay ANZ Media Account
Have couriers even started to mention you're overdoing the online shopping? Probably best to avoid this Afterpay news.
Industry Reacts: Stuff Group Swoops In To Save 6pm News After Newshub Closure
As you'll read here, New Zealand's media's in a right state of flux. And nor have they forgotten 1981's underarm.
a2 Milk Launches “Only a2 Will Do’ Brand Platform In First Work From BMF
A2 milk drinkers tend not to bother everyone with their gut health issues & it's a lesson for vegans & the gluten-free.
Can You Recite It In Under 4 Seconds? Maccas Relaunches Iconic Competition With Modern Twist
Do you know what would make a fantastic ad? Drunk people at 3am trying to recite the ”two all-beef patties"
‘Liar, Liar’: Lehrmann Exposed As High Profile Defamation Case Comes To A Close
Having exhausted all avenues in his defamation case, is there only one option left for Bruce - reality television?
MECCA & Fendi Among Premium Advertisers For oOh!media Woollahra OOH Network Launch
If you've not been to the snooty suburb of Woollahra, the locals would like to thank you again for staying well away.
Yahoo Academy Announces Class Of 2024
This academy is strictly for "emerging leaders". Courses don't include 'sleeping at your desk' or 'bunking off early'.
Top 35 Media Leaders Announced For 2024 TikTok Agency Accelerator Program
Despite the ban threats, TikTok keeps marching on. Cementing its reputation as the Julian Assange of the tech.
AiMCO Announces First-Ever Diversity Webinar To Explore Inclusion In Influencer Marketing
Think influencer marketing's a little on the white side? This free webinar's for you. Sadly, it's not given TV ideas.