The document outlines a 5-step process for airlines to effectively manage crises stemming from social media: 1) Prepare by establishing communication teams and monitoring online conversations; 2) Identify the type of crisis whether sudden, ongoing, or unexpected; 3) Respond by activating communication channels and addressing media reports; 4) Promote an integrated response across traditional and social media with transparency; 5) Assess performance and prepare for future crises.

1. 1. Prepare 5 steps to successful crisis
Set up mitigation measures
1. Create a cross-functional Crisis
management for airlines
Communication Team
b. Create a dormant blog and a in the age of social media
toll-free number to be activated
and updated regularly during
crisis
c. Monitor – Conduct online 3. Respond
monitoring Update and have
d. Cultivate – influencers and conversations
advocates
a. Convene the crisis
communication team
2. Identify b. Start immediate search for
Identify The type of references to crisis situation
crisis* c. Activate dormant blog and
hotline
4. Promote
a. Sudden – Expected, but
not now d. Prepare statements of
Integrate with traditional
accurate information media to drive awareness
b. Smoldering – ongoing,
blowing up e. Address media and viral a. Use key channels and influencers
c. Bizarre – Unexpected, reports immediately to target: Employees, Media,
never thought of Customers, Influencers
b. Don’t try to control the
*Ashcloud message. Influence only.
was a mix c. And be transparent, and
of sudden 5. Assess eliminate rumors
and bizarre d. Join forces with other airlines,
a. Evaluate, honestly
airports and authorities to
b De-brief – internally, inform the public
and with the
customers
c. Prepare for future
The
chemical
properties
of an
aviation
crisis 1. Everything 2. People 3. Personal 4.Brand 5. Give
happens demand dialogue is detractors love first.
at lightning “hyper- as important have the Then seek
speed transparency as message same tools favors.
delivery
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