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Don't Be United in Facing Your Next Crisis

By Carlos Arcos

Already this year, we have seen our fair share of public relations missteps by large corporations and high-profile individuals: Think Pepsi's flawed Kendall Jenner commercial or Sean Spicer's confusing Hitler comment made during Passover. However, the one incident that caught — and held — the world's attention above all others was the video of a United Airlines passenger being dragged forcibly off of a flight that had been overbooked. This video sparked outrage across the globe, resulting in a swift media storm of controversy for the company. There were outcries to boycott the airline for its treatment of the passenger, and criticism of the CEO's response to the situation.

As horrible as a public relations nightmare this fiasco was, it is not the legality of United's actions that is the issue; clearly, the airline has the right to remove passengers. (How they do that is another issue.) Perhaps the issue that may have the greatest impact on United is how the airline initially responded to the incident that helped fuel the flames of the controversy and turned a PR crisis into a complete disaster.

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