Crisis management for aviation

The aviation industry has been abuzz with drone discussion. The sighting on a Gatwick runway in December 2018 caused major disruption, affecting around 140,000 passengers and over 1,000 flights during 36 hours of confusion. Social media was awash with disgruntled travellers, confused onlookers and brands scrambling to react to the ongoing crisis. 

A brand’s fiscal performance is closely linked to its public perception

In this scenario, misinformation can circulate just as quickly as fact. Communications teams are given the difficult task of communicating clearly with customers, and for those left to deal with these issues, social media is often seen as an adversary. However, with the right approach, aviation professionals can manage a crisis effectively. By using social channels and real-time alerting to share the right information at the right time with customers, airlines may be able to negate these issues, which will culminate in a more positive customer experience that protects or even enhances brand reputation – a strategic priority for any business. 

Customers on the radar

In an ideal scenario, airports run like clockwork. That said, with so many moving parts, and vital departments often working in siloed teams, providing streamlined customer service can be a challenge. Customers transition from check-in desks, to security and the departure lounge without understanding who is accountable when things go wrong. This is the moment when customers turn to social media. 

Often, disgruntled customers’ first instinct is to turn to official airport social media channels to raise their grievances. However, the issue can be exacerbated when customers make complaints indirectly, bypassing official channels. These posts can fly under the radar, and if left unaddressed, the fallout can be immediate and far-reaching. Ultimately, a brand’s reputation is at stake.

Increasingly, national news outlets are using social media to stay abreast of breaking events, citing these sources for first-person accounts, on-the-ground video footage, and securing other vital information in real time. This means when posts go up, the situation can quickly spiral out of control. 

Acting impulsively, without having full awareness of the situation, can have a devastating effect

Worse still, passengers often associate their experience at the airport with the airline they booked with, rather than the airport itself. On a day-to-day basis, this could include more trivial issues such as delays at security, but inconveniences like this are unlikely to cause major reputational damage. However, serious issues can pose real reputation risk, and the closure of Gatwick airport for 36 hours due to a drone sighting is a perfect example. In these situations, as airlines take the flak for cancelled flights, all areas of the airport operation need to be aligned in their communications and have the most up-to-date information available in order to mitigate the crisis effectively. This alignment starts with the planning process.

The drone crisis was, at the time, difficult to predict. When it comes to crisis planning, it is as much about preparation as being flexible and quick to react to situations in the moment. In planning for a variety of crisis situations, it’s essential that brands don’t just look at what they may be directly responsible for, but for issues outside of their control and how any of these can have wider ramifications for the company.