PR Time Machine: Navigating the Waters of Online Reputation Management

Since starting my PR journey here at Prosek, I’ve been thrilled by the education my amazing teammates have provided, and by just how jam-packed with teachable moments my experience has been so far. 

One of the biggest lessons I’ve learned? The value of a case study. At Prosek, we’re often creating and sharing case studies. In my opinion, they offer one of the best ways to learn—as they help us learn from the past and understand what, in hindsight, was most effective.

It’s with that lesson in mind that I’ve decided to create a new series for the Unboxed Thoughts blog: “PR Time Machine.” In each “PR Time Machine” edition, I’ll examine some major PR moments of years past – what went well, what could’ve gone better, and more – and share key takeaways that all PR practitioners and leaders should consider when navigating tricky crises and campaigns.

In the first edition of our “PR Time Machine” series, we are taking a journey back to a pivotal moment with United Airlines. Make sure to fasten your seatbelt for this one…

The Case of United Airlines Flight 3411

Our time machine transports us to April 9, 2017, when United Airlines Flight 3411 made headlines around the world for all the wrong reasons. The incident, which unfolded on board a United flight bound for Louisville, Kentucky, saw a passenger forcibly removed from the plane to make room for airline staff. 

What Happened

The flight was fully booked, and United needed to transport four crew members to Louisville for another flight. In accordance with its policy, United asked passengers to voluntarily give up their seats in exchange for compensation, such as vouchers or cash.

However, when no passengers volunteered to relinquish their seats, United implemented a procedure known as involuntary denial of boarding. Four passengers were randomly selected to leave the flight, including Dr. David Dao, a physician who refused to comply with the airline’s request.

As a result, United staff called law enforcement officers to remove Dr. Dao from the plane. In a disturbing and highly publicized incident, Dr. Dao was forcibly dragged from his seat, screaming, and injured in the process. Video footage captured by fellow passengers showed Dr. Dao being pulled down the aisle of the aircraft by law enforcement officers, sparking outrage and condemnation around the world.

A Viral Moment

Video footage of the incident captured by fellow passengers quickly went viral, sparking outrage and condemnation on social media. Almost immediately, the video footage circulated widely on platforms like Twitter, Facebook and YouTube, where it garnered millions of views and sparked a torrent of negative commentary. The incident ignited a firestorm of public backlash, with consumers expressing outrage over the airline’s handling of the situation and calling for boycotts and protests.

Faced with a rapidly escalating crisis and mounting public outrage, United found itself in the spotlight for all the wrong reasons. In response, the airline issued a series of statements and apologies via social media and traditional media channels. However, initial attempts to defuse the situation fell short, as critics accused the airline of offering insincere apologies and failing to take responsibility for its actions. 

Addressing the Situation

Despite initial missteps, United eventually took decisive action to address the crisis and repair its damaged reputation, including reaching a confidential settlement with Dr. Dao. They offered a full refund to every passenger on the flight, took responsibility (24+ hours later) with a statement online, and their CEO, Oscar Munoz, even appeared on ABC’s “Good Morning, America,” and said he felt “shame” when he saw the video of Dr. Dao being dragged from the flight. At one point, he stated: “This can never — will never — happen again on a United Airlines flight. That’s my premise and that’s my promise.”

The company also implemented a series of measures aimed at restoring customer trust and improving its handling of similar situations in the future. United revised its compensation guidelines for passengers who volunteer to give up their seats, offering higher incentives to encourage voluntary compliance. Additionally, the airline refined its protocols for handling situations involving involuntary denial of boarding, emphasizing the importance of respectful and dignified treatment of passengers. 

The Aftermath

Consumer sentiment toward United Airlines following the incident varied widely. United faced ongoing challenges in regaining the trust and confidence of consumers, particularly those who were directly impacted by the incident or who perceived the airline’s response as inadequate.

In response, United launched PR campaigns and initiatives aimed at rebuilding trust and improving its image. These efforts included advertising campaigns highlighting the airline’s commitment to customer service and community engagement, as well as initiatives to enhance transparency and communication with passengers.

In terms of competitor reactions, the incident prompted increased scrutiny of airline policies and practices across the industry. Competitors seized the opportunity to differentiate themselves by emphasizing their own commitment to customer service, passenger rights and ethical conduct, with airlines reviewing and updating their own policies and procedures in response to the incident. For instance, Delta Air Lines said in an internal memo that it would now let employees offer customers up to $9,950 in compensation to give up seats on overbooked flights.

Lessons Learned

The case of United Airlines Flight 3411 serves as a powerful reminder of the importance of effective online reputation management in the digital age. As every Prosek media pro know, in a world where news travels at the speed of light and public opinion can make or break a brand in an instant, organizations must be prepared to respond swiftly and decisively to crises. United’s case provides a stark lesson as to how quickly news travels in tandem across traditional and digital media channels. 

Perhaps the most obvious lesson from this incident is that accountability is paramount. United Airlines initially struggled to acknowledge and take responsibility for its role in the altercation, which only fueled public outrage and exacerbated the crisis. Organizations must understand that in the age of social media and instant communication, attempts to deflect blame or obfuscate the truth are likely to backfire, further eroding trust and credibility. Instead, embracing accountability from the outset can help mitigate the damage and lay the foundation for rebuilding trust with stakeholders. If United had immediately acknowledged and apologized to the victim while affirming brand values and their commitment to customers, it could have helped prevent the widespread backlash that occurred and resolve the matter in a more efficient manner. However, the airline took great strides to reverse their initial misstep and reshape their policies and procedures going forward to proactively avoid future incidents, and consumer sentiment seems to have shifted in the right direction overall. 

Another key takeaway is the value of swift and genuine apologies in the face of adversity. The viral nature of the incident resulted in immediate public outrage, underscoring the need for United to respond with sincerity and empathy. The widespread dissemination of video evidence on social media platforms amplified the intensity of public scrutiny, highlighting the power of visual storytelling in shaping public perception. While the airline eventually issued apologies for the incident, the initial responses were perceived as inadequate and insincere, further inflaming critics. However, United’s subsequent actions to address the crisis and implement reforms demonstrate the importance of learning from mistakes and taking proactive measures to prevent similar incidents in the future. This underscores the importance of sincerity and empathy in crisis communication, as well as the need for organizations to demonstrate genuine remorse and a commitment to addressing the concerns of affected parties—and do so in a timely manner. 

Additionally, United’s mishandling of the incident sheds light on broader industry challenges related to overbooking and passenger rights. While the airline’s response to the crisis was flawed, it also pointed to systemic issues within the aviation industry that required attention—and some positive changes were made as a result of the incident. By advocating for industry-wide reforms and prioritizing customer welfare, airlines feel more responsible than ever to play an active role in building a more resilient and customer-centric industry.

Back to the Present

As we return from our journey through the annals of online reputation management history, the lessons learned from the case of United Airlines Flight 3411 make evident that navigating a PR crisis requires a nuanced understanding of audience dynamics and communication channels. In today’s digital age, where news travels at lightning speed and public opinion can shift in an instant, organizations must be proactive in their approach to crisis management. A PR crisis is not only a test of defense but also an opportunity for strategic offense, where competitors can seize on missteps and potentially undermine an organization’s reputation.

Ultimately, the case of United Airlines Flight 3411 underscores the importance of a steadfast dedication to integrity, accountability and swift communication capabilities. Organizations that have those qualities – not to mention, a fantastic PR team – can weather even the most challenging crises and emerge stronger on the other side.

Join us next time as we continue our exploration of PR’s past, present and future in our ongoing “PR Time Machine” series.