That’s what happened yesterday when US Airways flight 1549 crashed into the Hudson River after taking off from LaGuardia.
To their credit, US Airways made a statement fairly quickly after the accident (within two hours). The problem was how CEO Doug Parker’s statement was constructed and delivered. It lacked an important message—concern (caring).
In terms of delivery, it was wooden. There was no emotion, despite the fact that everyone appears to have survived the crash.
That brings us to content. Never once did he express any relief that all the passengers lived through the ordeal. That should have been his very first order of business. Instead, it appears as if his PR people simply followed guidelines to the letter, not adapting to the situation.