# Southwest Airlines Gave a Master Class in Crisis Comm This Week

- Link: https://chatterblast.com/blog/southwest-airlines-gave-a-master-class-in-crisis-comm-this-week/
- Published: 2018-04-20T15:13:08-04:00
- Author: Valerie Hoke

Let me start by saying this: There is no brand in the world to which I am more loyal
than Southwest Airlines.

I feel taken care of on their flights. The experience is so much more relaxed and
casual than other airlines, from the lack of stuffy, old-school flight attendant
uniforms to the choose-your-own-adventure-style seating. And bags fly free, baby.

I don’t have _that _much anxiety when it comes to flying, but when I’m on an airline
that isn’t Southwest, it gets exponentially worse.

That’s why this past week, I, like many others, was shaken up a bit by the [tragic accident](https://www.swamedia.com/releases/release-de080387b716f7f68a21d1f864938d7a-southwest-airlines-confirms-accident-our-hearts-are-with-those-affected)
in which an engine on one of their planes malfunctioned, resulting in an emergency
landing here in Philadelphia, a handful of injuries and one very saddening passenger
death.

This was the airline’s first-ever inflight death—their only other two recorded fatalities
involved someone struck by a plane outside and someone who stormed a cockpit—and
for loyal customers like me who have always loved to commend Southwest for their
zero-crash record, it was hard to stomach.

So I did what I usually do when a piece of news stops me in my tracks: I went to
the source’s Facebook page.

At this point, the fatality was only a rumor spreading around on Twitter—the airline
hadn’t confirmed it. Their last update was a message stating that one of their aircraft
had been diverted to make an emergency landing in Philly and that they were looking
into what happened.

Before a message confirming the fatality—and before any type of statement attributed
to a leader within the company—these next two updates came through:

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Let’s quickly establish one thing about profile pictures and cover photos. For a
brand as large as Southwest, they matter a whole lot. Those images give the first
impression to anyone who visits their Facebook page, whether they’re a loyal or 
first-time customer.

These updates tell me a few things:

 * Southwest knew that in the event of a major, tragic accident, their social channels
   would get an influx of views.
 * They wanted to be sure that the first thing those people saw was not self-promotional
   or insensitive.
 * They thought this through—_well_ in advance.

Think about it. I have a hard time believing that when news spread of a fatal accident,
some graphic designer employed by Southwest was immediately instructed to conceptualize
and create a profile picture and cover photo that would address the tragedy with
sensitivity and care. I have an even harder time imagining that any decision-makers
within the company, who you _know_ would have to approve something this public-facing,
had the time to review graphics for social media in the face of a crisis.

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Again: This had to be planned. Somewhere in the files on the Southwest communications
team’s computers, these graphics were prepared and approved in advance in case they
ever became necessary. It’s a bit of an eerie concept, yes, and it’s unfortunate
that they had to see the light of day.

But that intuition to think ahead, folks, is masterful planning for crisis communications.

Of course, I can’t prove that this is exactly how any of this crisis communication
was executed—I’m only making informed assumptions based on the speed at which these
updates were deployed. Either way, though, I find their actions highly impressive.

A while after those profile updates, Southwest finally posted a video statement 
of their CEO confirming the fatality, offering additional details and expressing
condolences to the loved ones of the deceased passenger.

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Usually, an announcement from a major brand confirming a terrible situation for 
which they are responsible results in an uproar and long-lasting distrust from customers.

But take a look at these comments.

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The outpouring of customers expressing their appreciation for how the incident was
communicated to the public and their continued faith in Southwest as their airline
of choice is remarkable.

Later, when the airline posted a message from the captain and first officer who 
safely landed the plane, the positive comments continued:

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They go on and on and on.

No brand can manufacture that kind of sincerity and trust from their customers. 
After all, the average social media user often can’t be bothered to express positivity
toward a brand, instead choosing to save their outreach for times when they’re angry.

I’ve done a lot of scrolling through the comments on these and related posts, and
I literally have not yet seen one where someone is expressing anger or distrust.
It’s incredible.

The lesson here, beyond the obvious notion that a plan for crisis communication 
is a crucial part of any major brand’s social media strategy, is that the most valuable
tool in overcoming a crisis is a well-established history of customer loyalty. That’s
easier said than done, of course, and it certainly doesn’t happen overnight, but
it’s what any brand should strive for.

As for me, I won’t be changing any of my upcoming Southwest flight reservations.

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You betcha, SH.