Friday, November 01, 2019
Brand Crisis
Boeing is trying to turn around its image as it works to regain an airworthiness certificate for its 737 Max. The going hasn't been smooth and its CEO has been publicly chastised in Congress. European and American regulators are taking their own time to re-certify the plane. Boeing is working feverishly to get it back into route rotation and is hoping it will be permitted to fly by the end of the year, just two months away. The company has taken out full-page ads in the last week to apologize to families of victims of two air crashes because of a defect in the plane's control software. It is months too late and observers have said the company has bungled its public relations. Commentators have even gone on record saying they believe Boeing's lawyers have been handling PR, a dangerous process in itself. It is too late to discuss what the company should have done. The question is what it should do. Getting the plane back in the air is the first step, and demonstrating through millions of miles of safe travel that it has been fixed. The public might not return to the Max willingly. No one can blame them. Meanwhile, the company has to show its regard for safety in every airframe it produces.
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