If ever an airline has suffered from bad press it is Malaysia Airlines. It’s had two of the biggest air disasters in history in a period of four months—MH370 (which has yet to be found) and now MH17 shot down by a missile over Ukraine by Russian-backed separatists.
Even before these twin disasters, the airline was experiencing severe financial losses.
The airline’s crisis response to the disappearance of MH370 was one of the worst in history (with no cohesive communications plan and a lack of sympathy for the family members of the lost passengers). Now with this latest disaster, can the brand survive and what does it need to do?