PR Crisis Turned Into a Disaster
The news about a passenger being dragged out of the United Airlines airplane went viral all over the world, causing public outcry and indignation. The reaction of the CEO only made things worse, turning the PR crisis into a real disaster. The annual Airline Quality Ratings ranks national airlines according to their on-time performance, customer complaints, mishandled baggage and denied boarding. Media monitoring and analytics company Mediametric looked at the top 10 airlines according to these ratings and their PR efforts over the last two months.
From the Table below, we can see that the total amount of articles written about United is significantly higher compared to that of other airlines. However, further analysis shows that 58.2K articles out of 83.9K were written just between April 10 and 19, with 9.2K articles having negative sentiment.
The analysis shows that having a very high amount of publications about your brand doesn’t always mean success. Nevertheless, when you have all the stats at your disposal, it becomes much easier to analyze your PR and see what went wrong, and therefore turn things around and decide on your further strategy.