prof. e.

Mass Communication, [multi]media, methodology and much, much more!

Bad PR for United

Posted by prof e on April 11, 2017

United Airline has experienced some self-inflicted wounds recently and the latest PR pratfall shows little sign of easing. The forcible removal of a man from a plane at the Chicago airport was video recorded and shared far and wide on social media, including in Asia where David Dao lived before immigrating to the USA.

Bumping passengers from over-booked flights is pretty standard practice. Nearly half a million passengers voluntarily gave up their seat last year, including 63,000 on United. My son took a bump this weekend and got a nice meal and a $500 voucher for his trouble. When not enough passengers volunteer their seats, airlines are allowed to bump passengers. However, they must give them compensation in the form of vouchers, gift cards or cash.

But the execution of the bump in this instance was anything but routine. Not only was the passenger forcibly removed but he was injured in the process. Adding insult to injury, the airline responded with
the kind of statement that gives PR a bad name. Social media lit up when the procedure was referred to as “having to ‘re-accommodate’ these customers” …customers who, we might add, were ejected to make room for United employees traveling to Louisville. That led to this meme by NFL player Joe Thomas………

 

And this tweet…

 

 

 

 

 

 

 

 

 

The story is complicated by the passenger’s troubled history including the suspension of his license to practice medicine. But that doesn’t excuse United’s behavior and public outrage has been pronounced. According to USA Today, at its low point on April 11, United’s stock lost nearly $1 billion.

 

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