Page 8 - Crisis Management

Accidents will happen

• Accidents will happen

Crises that arise from major accidents are
often most tragic but the easiest to deal with.
In the Swissair crash, the plane had
disappeared and 229 people had died. The
cause of the crash remains mystery, but
numerous conspiracy theories have been put
forward. On the night, Swissair reacted with
commendable haste and immediately made
information available. It made $20,000 to
each victim’s family. The generous gesture
received a warm response. Swissair did not try
to blame or fight what happened, but simply
accepted the situation and thought of the
victims.

Analysis
This is a classic model of how to handle a crisis well. Swissair was very well
prepared. It reacted swiftly and sympathetically to those who had been bereaved.
It handled the media well, with updates on its websites and regular press
conference.

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