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Posts Tagged ‘Malaysia Airlines’

Bad PR: Malaysia Airlines ‘Ultimate Bucket List’ Competition

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Straight from the files of What Were You Thinking? comes a “Bucket List”-themed contest from Malaysia Airlines that ranks as the second worst decision recently made by the beleaguered travel brand (the first was to retain its name in the “rebranding” campaign that started Friday with the elimination of 6,000 jobs).

As reported by Time, potential customers in Australia and New Zealand were recently invited to share their “bucket lists” (i.e., lists of things that one has not done before but wants to do before dying) for a chance to win a free ticket.

We don’t even need to tell you why this idea was one of the worst possible choices for the company.

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Malaysia Airlines Positions Itself for Rebranding

malaysia-airLast month we noted that Malaysia Airlines, troubled by two recent tragedies, may undergo a name change as part of a coming rebrand. Today we learned a bit more about the financial details behind this project.

The airline, which turned to Ketchum to help manage the disappearance of MH370 in March, will transform from a publicly-owned and traded company into a private entity. State-run investment fund Khazanah Nasional wants to buy out the shares of the company that it does not already own, de-listing it and proceeding with a major restructuring that will almost certainly involve a comprehensive rebranding.

MA was in a bad way long before either of the flights in question. The company lost money during each of the past three years and will most likely go through a downsizing in order to stay open. Restructuring plans may face considerable opposition from the labor union representing its nearly 20,000 employees, however; the group has demanded the resignation of the company’s current CEO and, while its leaders agree that restructuring is necessary, they also expect to play a large role in all related discussions.

No word on whether Ketchum will assist in the coming changes.

Malaysia Airlines May Undergo a Name Change as Part of a Major Rebranding Effort

malaysia airAfter the disappearance of MH370 back in March and the attack on Flight 17 over the Ukraine 10 days ago that resulted in the deaths of 298 people, Malaysia Airlines is planning a rebrand that likely includes changing the company’s name.

The airline, which is majority-owned by the Malaysian government, is seeking outside investment, is rethinking its routes and is considering additional outsourcing options for both PR and financial reasons.

The airline is also pressing for an international body to monitor the skies.

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Malaysia Airlines Responds with Caution to #MH17 Tragedy in Ukraine

malaysia-airlinesMalaysia Airlines has now made headlines twice in recent months for horrific tragedies.

The company’s reputation took an expected hit during the ongoing narrative regarding flight MH370. The bad news culminated with a story about a text message sent to family members of the missing, and that story was amplified by several slightly misleading media reports that drove the larger narrative.

The company signed with Ketchum several days after the flight went missing. Its response to this tragedy closely mirrors its all-media response to the MH370 disappearance–yet the newer story is also very different in several key ways.

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Malaysia Airlines Turns to Ketchum in MH370 Crisis

malaysia-airlinesWhat’s the toughest PR assignment in the world right now? If you said “Malaysia Airlines” then you’re right.

Friday brought news that Ketchum, a firm hardly afraid to take on the most challenging accounts around, has signed with MAS to help navigate the ongoing crisis.

The Holmes Report notes that the airline hired Ketchum several days after flight MH370 first went missing but kept the news quiet for obvious reasons.

The most interesting comments in the story come from the former head of communications for Malaysia Air, who admits that the company could have been a bit more sensitive to the concerns of passengers’ family members and avoided problems like the many misleading headlines about the text sent to parents and relatives.

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Malaysia Airlines Damage Control Begins with $5000 to Cover Each Family’s Expenses

malaysia-airlinesThe public now seems to have a far better idea about what happened to Malaysia Airlines flight MH370—but the story isn’t anywhere close to being over.

Last night, after clarifying that its now-infamous text updates were part of a larger effort to convey the new conclusions about the flight to passengers’ families, the company took its first damage control step by offering $5000 to those families for each passenger aboard the plane, which is now presumed to have crashed in the Indian Ocean.

While that total may look small (it’s already inspired outrage on social media), it’s not a settlement; it’s a gesture to “help families cope with the immediate financial strain” created by the nearly two-week-long search and related travel expenses. As searchers continue to narrow the area in which they expect to find the plane, commenters have begun to speculate on the big lawsuits sure to follow.

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CNN Ratings Fail: HLN Calls Upon Psychic to Discuss MH370

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While the mystery continues, so does the quest for ratings.

As it is with any natural disaster, foreign conflict, national-interest kidnapping, or another long-term story that has the nation engrossed in details, broadcast news finds ways to continue to keep said story as relevant as possible. And there are phases to go with this news cycle as well.

1. The Lede — This is the primary story and a recap of the news that brought America to this point.

2. Primary Stories — Take MH370. It’s the intrigue about the missing plane and the global search parties off Australia, China, India, and wherever else.

3. Secondary Stories — These are the “Well, people are still interested so let’s talk about stuff others may not care about — saaaay, the 239 people that were board.”

And now, the circus is in town and pulled up to CNN over the weekend.

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Malaysia Airlines Texts Family Members: ‘We Have to Assume’ That MH370 Crashed in the Indian Ocean

In the early stages of the long and frustrating story of flight 370, we reviewed Malaysia Airlines‘ crisis response and gave the company a hesitant thumbs up: all boxes checked, all media assets dedicated 24/7 to news about the airplane.

This morning, however, brought a move that will almost certainly satisfy no one. As teams around the world race to find definitive evidence of the flight’s fate, the Malaysian government and the company itself told the media and families of MH370 passengers that the case is effectively closed. Here’s the text, sent in English, to Chinese relatives of flight 370 passengers:

We think most readers will agree that this might not have been the most personal way to make such an announcement.

Malaysian prime minister Najib Razak’s statement, made directly after the text:

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Breaking News Just Got Broke All Up in MSNBC’s Chuck Todd’s Behind

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Stay Classy CNN and MSNBC.

BREAKING: Social media has obliterated any hope for broadcast news to break any stories before Twitter gets its talons on it. I understand the hypersensitivity of competition in broadcast news, which is why PR professionals are constantly trying to get their game up. However, lately, “breaking news” seems to be about as overstated as a Kardashian anywhere in the news.

Recently, MSNBC’s Chuck Todd took to Twitter trying to place CNN on blast for its “breaking news” terminology. And then CNN producer Vaughn Sterling returned the volley with some serious stink on it. So great.

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#PRFail: Meet the Woman Who Thought MH370 Could Help Sell Business

pray_for_mh370MH370 — By now, we all know what this means. It represents Malaysian Airlines Flight 370 and the real-life episode of “Lost” that is slowly unraveling before the world’s eyes.

Did it fly under the radar? Did it swap frequencies with a learjet? Is it off the coast of Australia? No one knows. And the thing that is more upsetting than the whereabouts of the plane is the fact that the national news could give two craps less about its cargo — 239 people.

Amazing how that is a secondary story. At any rate, there is something in the world of MH370 that’s even more revolting that. And it came from a sports job company in Shaker Heights, Ohio.

Prepare to get classy.

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