Project #80053 - crisis management at jet blue

Introduction

Appropriate response – including both action and communication – to a crisis is partially dependent on one’s ability to understand the crisis. What is actually happening? Who is involved? Who will be affected by the crisis and its outcomes? What caused the crisis and how can it be avoided in the future? The answers to these and many other similar questions can only come from a clear analysis of the crisis. Several analytical tools can be used to help you better understand a crisis. In this assignment, you will use James Lukaszewski’s Seven Dimensions of Crisis Communication model to analyze a recent crisis in the airline industry. 

On February 14, 2007, a severe snow and ice storm hit the Midwest and Northeastern United Sates, disrupting airline operations at numerous airports. While many airlines canceled flights at the first indication of a storm early Wednesday, JetBlue continued normal operations, hoping the storm would break and they would be ready to resume flying. This was not the case. In their effort to serve their customers best and get them to their destinations as soon as possible, JetBlue ended up with passenger filled planes stuck on the runway for as long as 11 hours. And the problems didn’t stop there. Delays lasted through the weekend even after the storm had passed, leaving frustrated customers waiting for days as JetBlue tried to work out its poor communication and tactics for rescheduling passengers and reassigning pilots and crews.

The way JetBlue chief executive David G. Neeleman responded to the crisis, accepting responsibility and taking action to fix the problems, made all the difference in the outcome. While this crisis is one that could easily ruin an airlines credibility, Neeleman’s recognition of JetBlue’s shortcomings and his insistence to put the customer first helped mitigate any negative response that would normally result.

Instructions

Complete this assignment by preparing a document that answers the questions below. The information given above will be a great starting point to develop answers to these questions; however, you will certainly need to perform your own researchto learn more about JetBlue’s actions. Your answers can be in question and answer format (meaning this assignment does not need to be a narrative paper); however, your answers should reflect good writing skills and demonstrate clarity, correct spelling and grammar, and appropriate use of APA citations when referencing others’ ideas, articles, Web sites, etc. The questions you will answer will allow you to consider JetBlue’s crisis through the lens of four of Lukaszewski’s dimensions: Operations, Victims, Trust/credibility, and Ethics.

  1. Lukaszewski notes seven operational actions that should be taken to help “alleviate the community’s anguish; restore confidence in the brand, organization, individual, or activity; and rebuild relationships.” These actions include candor, explanation, declaration, contrition, consultation, commitment, and restitution. How did JetBlue complete (or not complete) each of these actions? In other words, what actions did JetBlue take that demonstrate each of these seven actions? (e.g. JetBlue demonstrated Candor by…) (56 points total – each of the seven actions is worth 8 points)
  2. Who are the victims in this scenario? How did JetBlue recognize the impact of the scenario on these victims? (14 points total)
  3. What actions did JetBlue take prior to this scenario to develop trust and credibility with the now-affected victims? (5 points)
  4. What actions did JetBlue take immediately following this scenario to restore trust and credibility with the victims? (10 points)
  5. Lukaszewski presents several questions that address the moral and ethical dimension of crisis communications. Consider these three questions posed by Lukaszewski:
    • Is it really the company’s problem?
    • What is the duty [of the company] to update and inform?
    • What lessons can the organization learn as this dilemma is resolved?
    How did JetBlue respond to these questions, as shown by their actions? Justify your answer. (15 points total – each of the three questions is worth 5 points)

Include the number of each question on the document with your answers, so it will be easy to find each answer. After proofreading your document, submit it to the course using the submission guidelines below.

Subject General
Due By (Pacific Time) 08/31/2015 12:00 am
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