As the FAA returns airline schedules to normal operations today, it is worth looking at how those affected by the schedule reduction responded to the disruption.
Drawing from my experiences as both a very frequent flyer and a crisis communication expert, I paid particular attention to United Airlines CEO Scott Kirby’s message in my inbox about schedule reductions. The airlines followed several best practices for crisis communication in their initial and follow-up communications:
- Communicate early
- Use messages that matter to your audiences
- Share the facts
- Engage and empower your key audience
Lesson #1: Communicate early
Days before flights began canceling, Kirby reassured passengers of the airline’s plans and expectations.
Kirby emphasized safety – a key concern for anyone worried about staffing shortages at air traffic control centers. He wrote, “The FAA’s goal is to relieve pressure on the aviation system so that every airline can continue to operate safely. That is the FAA’s highest priority, and ours as well.”
Lesson #2: Communicate messages that matter
He not only clarified that the reduced schedule was for safety reasons but also included one of the most useful crisis messages. The “safety message” is something nearly every organization should keep in mind. Whether you’re in healthcare, food and beverage, hospitality, construction, manufacturing, law enforcement, or education, you can probably agree that “nothing is more important than safety.” It’s an important, often overlooked message. Even when things go wrong and an unsafe incident occurs, safety remains a priority. We highlight that safety is a “value” – a principle consistently held in high regard – rather than a “priority,” which can shift based on circumstances.
Lesson #3: Share the facts
Next, despite limited information, Kirby clearly communicated what was known –
Saying, “United’s long-haul international flying will not be affected, nor will service between our hub airports: Chicago O’Hare, Denver, Houston, Los Angeles, Newark Liberty International, San Francisco, and Washington Dulles,” Kirby assured frequent travelers that international and hub-to-hub flights would continue as planned, encouraging them to keep their travel plans.
Lesson #4: Engage and empower your audience
For those whose flights were affected, the airline recommended using their app to stay informed. This digital tool helped United maintain its connection with passengers and adapt to their needs. We see this during tragedies: communities unite, and people offer support. People often act during incidents to process events and feel more in control.
I understand not everyone may have navigated the recent airline disruptions unscathed. And we’re still days away from the busy Thanksgiving travel season. While the airlines are not out of the woods, they have shown a strong understanding of their audience, how to communicate effectively, and what many travelers need to know.
If you want to make sure your organization is prepared to communicate effectively in a crisis, our media training programs are a good place to start.
About the author: Jennifer Miller is a seasoned media trainer and public speaking coach with over 15 years of journalism experience, including seven at CBS News. Known for her disarming style and challenging questions, she reported on major events like the Olympics, 9/11, and Hurricane Katrina. Her firsthand understanding of how reporters think makes her an exceptional crisis management counselor. At Rockford Gray, she coaches clients on media training, presentation, and crisis response. Jennifer holds a master’s in Organizational Leadership from the University of Denver and a journalism degree from the University of Minnesota. She is certified in crisis communication and DEI in the Workplace and is a sought-after speaker.