Apologies 101: Why Southwest’s statements shone, but United’s sunk

Though one airline’s response to forcibly removing a passenger helped stem backlash, the other’s response further stoked the flames of a PR fire.

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Mea culpas often follow PR crises, but not all are created equal.

Southwest Airlines was recently embroiled in a crisis that was uncannily similar to the backlash United Airlines faced in April. However, the PR responses from these organizations were drastically different.

In both instances, passengers were forcibly removed from flights by security officers in full view of other passengers.

MarketWatch reported:

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