Boeing's Ongoing PR Crisis from a PR Pro's Perspective

By Thomas Mustac, Publicist — Otter PR

In January of this year, Boeing recently experienced a mid-air blowout. Fortunately, everyone survived this accident, but Boeing is being put under scrutiny for yet another accident after their grounding was recently lifted. From March 2019 until December 2020, the Boeing 737 MAX was grounded in many regions following two tragic incidents where 346 lives were lost in similar crashes: Lion Air Flight 610 on October 29, 2018, and Ethiopian Airlines Flight 302 on March 10, 2019.

Safety and reliability are paramount in aviation, yet even the most established giants can find themselves amid a public relations (PR) crisis. Boeing currently faces such a challenge — one that has captured the attention of the world. 

As a mom, you know all about crisis management, but sometimes when it’s something as monumental as this, it can feel overwhelming. With a good crisis management strategy, even a problem this big can be a walk in the park. 

Proactive crisis management: The power of transparency and control

Crisis management professionals emphasize the importance of being proactive rather than reactive when dealing with crises. In Boeing's case, transparency and control are key to navigating the storm effectively. 

Boeing must swiftly provide the public with accurate information and facts about the recent mid-air incident in a calm and composed manner, demonstrating it has a firm grip on the situation. As an industry leader, Boeing should leverage its social platforms to disseminate this critical information and to highlight the positive aspects of its operations.

By fostering a narrative of trust and reliability, Boeing can gradually mitigate the negative press surrounding the incident. Simultaneously, Boeing should initiate a collaborative investigation with relevant government organizations, which according to a recent statement by David Calhoun, the company’s CEO, said they will work closely with the NTSB (National Transportation Safety Board). This step highlights Boeing's commitment to learning from the incident and implementing necessary improvements. 

Reassuring the public that “this could have been disastrous, but Boeing is taking comprehensive measures to learn from it through A, B, and C” can help regain public confidence. Fortunately, Calhoun is taking the right measures, but the best crisis management plan is proactive, rather than reactive. 

The road to recovery: Restoring public trust

Boeing's PR recovery involves rebuilding its public image and investor confidence. Despite the prolonged scrutiny and challenges, there are signs of hope on the horizon. On December 15th, Boeing experienced its highest revenue year since its grounding, indicating investors are beginning to regain faith in the company's ability to navigate this crisis.

Leveraging this positive sentiment and capitalizing on its rich history of innovation, Boeing can continue to rebuild public trust by remaining committed to transparency, accountability, and continuous improvement in its safety protocols. Publicizing the steps taken to enhance safety measures shows the company prioritizes the well-being of its customers.

Next steps

Boeing's journey to recovery from its PR crisis is ongoing, but it's essential to look forward and consider the next steps to ensure a successful year ahead. To solidify its proactive crisis management plan, Boeing must adopt a forward-thinking approach.

• Continuous improvement: Boeing should view this crisis as an opportunity to further strengthen its crisis management strategy, regularly reviewing and updating the plan to incorporate lessons learned from this incident. It should also consider conducting comprehensive reviews of its strategy annually, or more frequently if significant changes occur within the organization.

• Monitoring emerging risks: Boeing must remain vigilant about emerging risks and trends in the aviation industry, proactively identifying potential crises and restructuring their plan as necessary. Attending industry conferences, subscribing to relevant publications, and engaging with peers will help Boeing stay ahead of the curve and anticipate challenges.

• Building a culture of preparedness: Boeing should foster a culture of preparedness within the organization. All employees, regardless of their roles, should be familiar with the basics of the crisis management plan. Regular training and drills can keep everyone sharp and ready to act in the event of a crisis.

• Strengthening public relations efforts: Boeing should intensify its public relations efforts to prioritize building trust and positive perception among the public, passengers, and investors. This involves effective crisis communication and ongoing efforts to highlight safety enhancements and innovations within the company.

Boeing's proactive crisis management plan must evolve and adapt to the ever-changing landscape of the aviation industry. By committing to continuous improvement, learning from past experiences, monitoring emerging risks, fostering a culture of preparedness, and strengthening public relations efforts, the company can ensure a successful year ahead, even in the face of ongoing challenges. 

One key lesson is the importance of recognizing and addressing potential crises before they escalate. Plans and strategies should evolve with the changing landscape, incorporating lessons from past experiences and staying ahead of emerging risks. 

As publicists, entrepreneurs, and businesses confront their own challenges, the lessons learned from Boeing's PR crisis will undoubtedly serve as a beacon of guidance. They illustrate how, with the right approach and unwavering commitment, even the most formidable crises can be navigated successfully.

– Thomas Mustac is Otter's medical and health industry PR specialist. He previously held positions at the Dr. Oz Show and New York Medical College. He has his Master's Degree from Iona University and received an Advanced Certification in Nonprofit Public Relations. He has a diverse background in healthcare, pharmaceutical, telehealth, tech, cosmetics, sports, and interior design public relations.