Take at look at the statement released by Continental airlines after one of their planes slipped off the runway on takeoff at Denver airport today:
Continental Airlines Statement Regarding Flight 1404
HOUSTON, Dec. 20 /PRNewswire-FirstCall/ — Continental Airlines (NYSE: CAL) tonight confirmed that flight 1404, a Boeing 737-500 aircraft carrying 107 customers and five crew members, exited the runway at Denver International Airport following a scheduled 6 p.m. MST departure to Houston Bush Intercontinental Airport. Continental and Denver International Airport are providing assistance to the passengers at this time. A number of injuries have been reported and authorities are transporting passengers and crew to area medical facilities as necessary.
The company is in the process of collecting additional information and will communicate additional information once it is known.
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The airline makes the classic blunder of failing to say anything even remotely compassionate or reassuring to passengers and their loved ones. Something like, “We deeply regret the impact this has had on our passengers and their loved ones and will continue to do our best to ensure that all are safe and receive appropriate medical treatment when needed.”
Taking a “just the facts” approach gives the public the impression that the airline’s leadership is insensitive — not the reputation they want to have, I’m sure.
JB
Jonathan Bernstein
President
Bernstein Crisis Management, Inc.
