The misstep that got the most news was the stroke of genius where it confirmed to relatives that their family members were dead... via text. It was of course quickly copied over to Twitter, and from there to the blogosphere and to mainstream outlets.
Admittedly, the airline was racing against the clock. Malaysian Prime Minister Najik Razak might have been an hour away from going on TV and telling the world the fate of MH370, but still, we think the carrier should have had a better plan in place.
We're not the only ones who think that, either. David Johnson, CEO of Strategic Vision - this guy - emailed Jaunted and bluntly assessed that what the airline did "ranks as one of the worst... crisis communications efforts in recent history," describing it as "a textbook case of what not to do that will be studied for years." He cited not just the text message fiasco, but also an incident where MH reportedly "even had family members removed at press conferences."
So not great, in other words, and we'll see if and how the handling of the case effects the brand's name going forward.
[Photo: Adrienne Mong / Twitter]