Name: Macy Rosen

Dates Prepared: 10/24/2023-11/07/2023

Company Monitored: Delta Airlines

Keywords and phrases used: Delta, Delta Air Lines, Delta flight.

 Mainstream Media

o Item 1:

On November 1, 2023, CBS News published an article titled “Former Delta co-
pilot indicted for threatening to shoot captain during commercial flight, officials
say.” The subject was charged with 83 counts of attempted murder. The sentiment
was mostly neutral, but the story highlighted that Delta handled the situation
appropriately.

o Item 2:

On November 1, 2023, CNBC published an article titled “Delta lays off some
corporate workers to cut costs.” The article says the airline did not specify the
amount of jobs it will be cutting, but a spokesperson said it will only be a “small
adjustment.” Even though the airline has exceeded profits by 60% over the last
year, these cuts are said to be an effort to reduce costs. Since fuel and labor costs
have grown, the airline wants to be efficient in terms of its budget.

o Item 3:

On November 1, 2023, CBS News Published an article titled “Can pilots carry
guns on commercial flights? Incident on Delta plane raises questions.” The article
touches on the recent situation where a former Delta employee threatened a
captain during a flight (referenced in Item 1), and it reviews laws around pilots
carrying guns outlined by the FAA. The sentiment was neutral.

o Item 4:

On November 6, 2023, Fast Company published an article titled “Delta Air Lines
scores high with American travelers, but each generation has a different favorite.”
This article highlighted Delta, Southwest Airlines, American Airlines and United
Airlines as top airlines from a survey of U.S. adults who have flown in the past
year.
 o Item 5:

On November 7, 2023, FOX Business published an article titled “Delta Air Lines
backs flight attendant who denied passenger’s peanut allergy accommodation.”
The article includes a request from the family of the passenger with a peanut
allergy. The sentiment around Delta made by Dr. Natasha Bhuyan (someone FOX
Business interviewed for the article) was neutral toward the airline and the family.
She said this situation can be tricky, but that it is unacceptable for there to be
confusion and miscommunication to the family by airlines.

 Social Media

o Item 1:

On October 30, 2023, @dinarenelaura posted a photo on Instagram with the

caption, “As a server, “gracious hospitality” was always my goal. Well… on
my @delta flight from Austin, my wonderful flight attendants knocked it out of
the park! They raised the bar to a whole new level. Thank you to Cesar and
Vikton, for your kindness and generosity! Hope to fly with you again soon!!!”
with a photo of her and a man. The post received 32 likes and two comments, and
the account has 704 followers. The overall sentiment was very positive.

o Item 2:

On October 30, 2023, @CovHouseFL posted a tweet that said “THANK YOU to
@Delta Air Lines for supporting our mission by engaging with Covenant House
Florida as a GUIDING PARTNER at the $50,000 level.” The post included a
photo of younger people smiling and embracing, with text that said, “Covenant
House Florida thanks Delta – CHF Guiding Partner at the $50,000 Level.” The
post got 66 views and the account has 300 followers. The sentiment was very
positive, thanking Delta for being a partner and showing its support for this cause.

o Item 3:

On November 1, 2023, @MenTourPilot posted a tweet that said “A Delta Air

Lines first officer that was armed with a gun in the cockpit, threatened the captain
over a diversion.” The post included a photo of a Delta airplane. Most of the
comments consisted of people questioning how the gun was cleared through
security. Others made jokes about the matter. The post got 67.2K views, and the
account has 30.2K followers.

o Item 4:
 On November 1, 2023, The Points Guy posted “Delta Airlines will install high-
speed satellite Wi-Fi on regional gets and Boeing 717s by the end of next year.
Here are the details,” on Facebook. The post included an attachment that takes
users to the author’s blog post on the topic. The post received 2.4K reactions, 150
comments and the account itself has 2M followers. The sentiment of the post was
negative, but the comments were both positive and negative.

o Item 5:

On November 6, 2023, @TravelNoire posted a tweet that said “Delta Air Lines
Flight Attendant Recounts First Time Working With All-Black Crew: 'It Made Me
Feel Amazing' https://bit.ly/3QKh3Xw.” The post included a photo of a black
Delta flight attendant cleaning seats on an aircraft. The post received 1,418 views
and the account has 55.5K followers.

 3 Suggestions for the whole monitoring period:

1. Reputation Management & Transparency:

Delta can improve its reputation by refining its policies. Some topics in these
policies would include transparency and proactive communication with media and
customers. When issues arise, Delta should acknowledge them quickly, provide
regular updates and be honest about the steps being taken to resolve appropriate
issues. Delta can use social media channels and its website to keep customers
informed and updated. With the following Delta already has, this should be very
effective for customers and employees. By further demonstrating a commitment
to transparency, they can build trust with their customers and the public.

2. Training and Prevention:

Delta should give its media and customer service staff the authority and training
to efficiently resolve customer complaints on the spot. Empowering employees to
make decisions that benefit customers can lead to positive word-of-mouth and
lesson negative experiences for customers. Delta can take a proactive approach as
well by reaching out to customers who have had negative experiences and
offering compensation, upgrades or other incentives as appropriate.
Demonstrating commitment to correcting mistakes can turn unhappy customers
into loyal advocates for the company.

3. Sustainability and Community Outreach:

Showcase Delta's commitment to sustainability by working to reduce carbon

emissions, investing in eco-friendly technology, engaging in environmental
initiatives, environmental sustainability, social responsibility, and employee
engagement. The company can also highlight its support for charitable causes,
disaster relief efforts and local opportunities. This can create positive news stories
and improve the brand's image in the news, as well as on the web and social
media platforms. This would also take away from some negative media attention
the company gets.