Mock situation that helped us utilize efficient and effective crisis PR management

1. Impact Image PRNorthwest Airlines Crisis Management PlanHypothetical Client Scenario and StrategyApril 14, 2009SPCM 481 – Cases and CampaignsDr. BardhanBill Cozzie, Ryan Ederer, Craig Ramsey, Dominique Wash

3. The fifth largest airline in the world and was the first to ban smoking on its flights.

4. Each year it operates 1,500 flights to more than 1,000 destinations worldwide. These destinations include 120 countries on 6 continents transporting over 52 million passengers a year.

5. “Red-Tail” Logo recognized globally

6. Bridged the technological gap by:

7. Allowing E-ticketing passengers to check-in and obtain boarding passes in as little as 30 seconds.

8. Allowing customers to receive tickets and notifications via email.

10. The story reaches many homes, but is not a regular household discussion or concern across the United States

11. Biggest problem is Mothers Against Misuse and Abuse

12. They have several different chapters across the nation

13. They have editorials submitted to newspapers 15 major cities nationwide, but other than that, the news trail ends.

14. Daytime talk shows pick up story

15. Includes two very popular shows, Oprah and Ellen.

17. Controlling MAMA and the audiences they reach.

18. Daytime talk show hosts instigating negative attention.

19. News outlets making this information easily accessible.

20. Opportunities:

21. MAMA isn’t a large activist group and not well-known.

22. International regulatory organizations aren’t as concerned with the use of the drug as U.S. organizations, making it easier to control an International Media Crisis

24. Gain mother’s alliance.

25. Limit amount of international media attention.

26. Make audiences aware of MAMA’s lack of credibility.

27. Make audiences aware of the initiative Northwest has taken towards the situation.

28. Firing of flight attendant.

30. Financial Settlement

31. Free flights for immediate family for life.

32. Further medical and legal research reveal the drug is only of concern to U.S. regulatory programs.

33. Easy to make it of little or no concern to International Media.

34. Publically question the credibility of MAMA

35. Small size

36. Not affiliated with any other national organizations.

37. Has known to be radical in the past.

38. Publically terminate Flight Attendant

39. Make consumers and the public aware of the termination.

41. Face-to-face interview.

42. Following her reactions and interviews through the media.

43. Hiring media watchdog group to monitor International media.

44. Evaluating primary data received will help us analyze the threat, or lack of, an international media crisis.

46. They find evidence that consumption of antidepressants can lead to a rare but serious lung disorder called: persistent pulmonary hypertension.

47. FAA holds national news conference involving all major media outlets.

48. Media questions Northwest and their flight attendants demanding answers if drugging of infants occurred on regular basis.

49. Media also questions how Northwest is dealing with their delinquent employee.

50. This scenario results in severely negative media attention as well as:

51. Suspension from major travel seasons

52. Severe loss in ticket sales

53. Re-evaluation of hiring process and training of Northwest employees by FAA.

54. International and national scrutiny.

56. This is crucial because we need to isolate the incident to one person and stray away from NWA’s reputation

57. We plan on doing this by:

58. Publically terminating flight attendant

59. Inform public that NWA doesn’t support or condone this behavior

61. Teaming up with the FDA researching prescription drugs with infants specifically designed for flights.

62. Joining with the FAA developing government regulated training programs for professional flight attendants

64. Hold a press conference immediately to announce the flight attendant has been terminated and investigations are on-going.

65. This is a one-time, isolated incident that will never happen again.

66. Deeply regret this unfortunate situation by reaching out to mother publically, apologizing and claiming full responsibility.

67. Approach the FAA and propose joint partnership in launching mandatory training process for flight attendants.

68. Promote campaign world-wide through major news corporations to reach many different publics.

69. These will help eliminate this from ever happening again

71. Analyzing and evaluating the financial return of NWA.

72. Assist in removal of travel season suspensions and return to or near the average ticket sales of previous fiscal year.

73. Poll major news stations, especially ones that were heavily included and interested in the situation.

74. Detect the number of positive media that NWA has received following the implementation of the FAA partnership

75. Ideally we would like to have turned 75% of nationwide media into positive attention, rather than negative and also eliminate connection of flight attendant and NWA.

76. Conduct survey to random sample of the general public about NWA

77. Will include several different aspects to be polled by consumers and the public which will be analyzed by our firm to give us a strong sense of public opinion