Zoe Blank

6 October 2020

Boeing Public Relations Challenge

The Boeing Company is the world’s largest aerospace company and the leading

manufacturer of commercial jetliners, defense, space and security systems, and service providers

of aftermarket support (Boeing Brief). The company supports airlines and airline customers in

more than 150 countries (Boeing Brief). Boeing has a long tradition of aerospace leadership and

innovation, with a reputation spanning over 100 years (Boeing Brief).

Boeing faced a public relations challenge with its release of the new Boeing 737 MAX

aircraft. On October 29, 2018, a Boeing 737 MAX aircraft operated by Lion Air, crashed soon

after take-off in Indonesia, killing 189 passengers and crew (Talevska). Investigators on the

scene reported an unknown error (Talevska). Nearly five months later, on March 10, 2019, a

second crash involving a Boeing 737 MAX aircraft departing from Ethiopia killed 157

passengers and crew (Talevska). On the day of the second crash, Boeing released a statement

extending its condolences and insisting that the 737 MAX was safe (Boeing Statement

Enhancement). Boeing finally made a statement about the first crash two days after the second

crash (Official statements). In the days following the second crash, authorities in China,

Australia, the EU, the US, India, among others, grounded all Boeing 737 MAX aircraft and

banned them from their airspace until safety questions were addressed (Vogel). Boeing was last

to support the decision to ground its planes, only after a suggestion to do so from the FAA

(Vogel). Boeing was scrutinized by its response to the tragedy by news outlets, airline executives

and customers, and government officials worldwide. Airlines and travelers were unhappy that
Boeing seemed to apologize for the crashes while defending the plane’s safety at the same time

(Talevska).

The preliminary investigation report released on April 4, 2019, stated that the crashes

were caused by an automatic safety system that overrode pilots’ attempts to lift the nose of the

planes (Official statements). This malfunction caused the aircraft to nosedive and crash

(Talevska). Even after this finding, the Federal Aviation Administration (FAA) did not mandate

any further action and Boeing did nothing to accept responsibility (Boeing Statement

Enhancement). On March 11, 2019, Boeing released a statement saying “safety is a core value

for everyone at Boeing and the safety of our airplanes, our customers’ passengers and their crews

is always our top priority. The 737 MAX is a safe airplane that was designed, built and supported

by our skilled employees who approach their work with the utmost integrity” (Boeing Statement

Enhancement). Boeing blamed the crashes on pilot error, but it was later concluded that the

company never informed airlines about the safety system, and the pilots were not given proper

training (Talevska). On May 14, 2019, CBS News released a leaked recording of American

Airlines pilots confronting Boeing officials about 737 MAX safety concerns (Harrington). Then

reports emerged that a Boeing pilot complained to colleagues about problems with the flight

control safety system in the 737 MAX two years before the fatal crashes (Harrington).

Boeing’s response to this crisis damaged its reputation among airlines and travelers

worldwide. Boeing was known for its standard of safety and reliability, but its actions following

the incidents left the public questioning those standards. Clear, concise, and timely

communication is crucial during crisis management. Smith says that the strategic approach to

crisis management should include quick communication with the company’s existing

relationships (p 31). There should have been two-way communication between Boeing and
airline officials, customers, and the FAA, immediately following the first crash. Boeing failed to

address safety concerns early on and neglected to take responsibility for its involvement in the

fatal crashes. After the crashes, Boeing made statements insisting the 737 MAX was safe and

placed blame on the pilot. This goes against Smith’s recommendations for reputational priorities

which include doing what’s best for your customers and clients (p 31). If safety was Boeing’s

number one priority, it should have demonstrated that to the public by grounding all 737 MAX

aircraft pending a safety review. This response could have prevented the second crash. Boeing

failed to disclose all known information about the 737 MAX safety system and the concerns

about its functioning to airlines (Talevska). Without full disclosure in the early stages of a crisis,

the company’s credibility and ethicality are jeopardized, according to Smith (p 30). If Boeing

had come forward with an action plan that was open, truthful, and empathetic to prove it cares

about safety, it could have established trust in the brand (Smith p 31).

I think Boeing could have handled this public relations challenge in a much more

empathetic and proactive way. Boeing failed to recognize that it markets its aircraft to airlines,

while also promising safety and reliability to travelers and their loved ones. Boeing should have

listened to the concerns of the pilots and made the safety of customers its top priority, rather than

focusing on keeping its planes flying at all costs. PRWeek found that Boeing’s reputation among

the public fell significantly since the crashes (Harrington). Boeing spent $8 billion responding to

the crisis and, in December of 2019, had lost nearly 17% of its value since grounding the 737

MAX (Harrington). If I were the PR professional involved in this case, I would have established

prompt and honest communication with my key publics. I would have disclosed all known

information and accepted responsibility. Boeing should have taken accountability and shown the

public its true values.

 Works Cited

“Boeing in Brief” www.boeing.com/company/general-info/index.page#/overview

“Boeing Statement on 737 MAX Software Enhancement.” MediaRoom, The Boeing Company,

11 Mar. 2019, https://boeing.mediaroom.com/news-releases-statements?item=130402

Harrington, John. “Flop of the Year: 737 Crisis Grounds Boeing (and Its Reputation).” PR

Week, PR Week Global, 31 Dec. 2019, https://www.prweek.com/article/1669536/flop-

year-737-crisis-grounds-boeing-and-its-reputation

“Official Statements.” Boeing 737 MAX Updates, www.boeing.com/737-max-updates/official-

statements/

Smith, Ronald D. Strategic Planning for Public Relations. 4th ed., Routledge, Taylor & Francis

Group, 2013. 

Talevska, Maja. “2019 Year in Crisis: Boeing's Poor PR Leads to Sky-High Reputation

Damage.” Agility PR Solutions, 10 Dec. 2019, https://www.agilitypr.com/pr-news/public-

relations/2019-year-in-crisis-boeings-poor-pr-leads-to-sky-high-reputation-damage/

Vogel, Tom, and Dukas Linden. “Boeing: A Case Study of What Not to Do.” PR Week, PR

Week Global, 18 July 2019, https://www.prweek.com/article/1579057/boeing-case-study-

not