From the course: Reputation Risk Management
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Case study: United Airlines passenger incident, 2017
From the course: Reputation Risk Management
Case study: United Airlines passenger incident, 2017
- On April 9, 2017, United Airlines staff thought a flight leaving Chicago's O'Hare Airport was overbooked and asked for volunteers to deplane. Several passengers did leave the flight voluntarily, but then flight attendants asked a 69-year-old doctor to voluntarily leave several times, and he refused. When airport security forcibly removed him from the plane as he screamed, other passengers took cellphone videos and quickly shared the incident on social media. A day later, United Airlines CEO, Oscar Munoz, shared a statement with his internal team describing the passenger as disruptive and belligerent. Munoz defended his staff's actions, and then the statement was leaked to the public. Soon after, media and online users discovered that the flight had already been delayed two hours at the time of the incident, and that the passenger was injured as he was removed. What happened here required a reputation management response by United's staff as bystanders were quickly forming opinions…
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