Next, bring in a highly respected individual to conduct an independent investigation of the company and make recommendations like the NFL did with Mary Jo White.
They must be out in front on their website and social media, admitting they had a problem, apologize and outline steps they are taking to ensure this never happens again. They must promise all company personnel involved in mishandling the crisis are removed.
Hit the media in making mea culpas. Address company employees and promise a new transparency. Address key legislators and policymakers on the steps the new Boeing leadership is taking. And realize this process of rebuilding will take time.”
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Eric Dezenhall, chairman and cofounder, Dezenhall Resources:
“This is an engineering-based problem before it is anything else. You have to be able to say, ‘We found the problem and we fixed it.’ Everything flows from that. Nobody wants to hear about complex interactions. The want the problem to have a name—like a disease—and they want to know it’s been cured.
Before the consumer public can be convinced of anything, the decisionmakers have to be impressed. Airlines. Regulators. Safety experts. Aviation journalists. A high-end campaign against savvy audiences that have an investment in this issue must be mounted before you can comfort the public.
There is no correlation between how much you communicate with consumers and a restoration in confidence. This is a long game. An advertising blitz saying ‘We care’ and ‘We’re committed to safety’ won’t cut it. The solution to a crisis like this is no incidents over time. In a sense, it’s the opposite of conventional PR: You want to bore people, not excite them. You don’t then run ads saying ‘Look, no incidents!’”
Evan Nierman, founder and CEO, Red Banyan:
“To regain trust, Boeing must engage more transparently and aggressively where customers are most active: social media. By strongly addressing safety and reputation concerns through robust messaging campaigns on these channels, Boeing can start rebuilding its reputation.
Releasing the results of independent safety reports and audits with positive findings while simultaneously engaging customers through open forums will play key roles in making the case that Boeing’s planes are safe and reliable. Touting its long track record of safety and engaging respected surrogates to validate their aircraft and a corporate culture that places passenger safety over profits will also be vital.”
