As the entire world follows the mystery of missing Malaysia Airlines flight MH370 and its 200+ passengers, you may wonder what the company’s communications team is doing to address the rapidly-evolving story.
The answer is, essentially, “everything.”
The Malaysian blogger behind “Unspun“ may be the best source for info on MA’s PR efforts at the moment, and he gives the company a general thumbs up on the crisis comms front.
First, a visit to the company’s English-language homepage reveals a link to a “dark site” reserved for such incidents, which amounts to a series of numbered press releases regarding the missing flight.
A quick scroll through the statements shows us that the airline is responding to almost every potential update.
The same holds true for its social media assets.
Here, for example, the company addresses the story in which a woman stated that one of the flight’s pilots once allowed passengers to sit in his plane’s cockpit, writing “We are shocked by these allegations…we are in the midst of a crisis, and we do not want our attention to be diverted.”
— Malaysia Airlines (@MAS) March 11, 2014
Note the #MASalert tag, which also appears on corresponding Facebook posts.
So far, the company’s approach has been to issue a response to each new development, from the story about the pilot to the revelation that several of those who bought tickets did not board the plane. It also announced plans to set up a command center as soon as the flight could be located:
The company hasn’t only responded to breaking news, however. It has also issued statements of solidarity with the families of MH370 passengers:
For the families involved, every minute is like an hour. Please keep them in your thoughts as we continue to search for MH370 thru the night
— Malaysia Airlines (@MAS) March 10, 2014
Note that all digital assets have been cleared of promotional messages and images. The company has also stopped performing basic customer service functions via social.
As we wait to hear more about MH370, we feel that Malaysia Airlines has dedicated itself completely to addressing the ongoing crisis.
What more could the company do?