The Uncharted Flight Path: Boeing's ongoing reputation crisis.

Analysing the current potential crisis impact and the future of the Boeing brand

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Dear reader,

The recent emergency landing of a Boeing 737 MAX 9 operated by Alaska Airlines, which resulted in a fuselage section coming loose, highlights the unpredictability of crisis communications and underscores the Boeing 737 Max crisis.

This incident challenges Boeing's reputation, particularly in light of the previous flight bans imposed on the 737 MAX.

Here’s my two cents on the topic.


The Boeing crisis had an immediate and significant impact. The FAA banned 171 737 Max 9s globally due to hardware issues, highlighting the importance of crisis management in aviation.

Boeing CEO Dave Calhoun acknowledged the mistake and committed to full transparency, a key component of effective crisis management.

Crisis communication analysis:

Boeing's crisis management response is pivotal in rebuilding the company's reputation. By admitting the mistake and pledging transparency, Boeing has set a positive tone for stakeholder engagement.

To regain trust, the company needs to communicate consistently and take concrete actions to show a serious commitment to safety.

Boeing's communication strategy should address not only the immediate crisis but also demonstrate a proactive approach to safety oversight.

The strategy should emphasise the company’s commitment to passenger safety by outlining future safety improvements and preventive measures to reassure Boeing's stakeholders of its long-term dedication to safety.

A difficult balance.

If there is a problem with an aircraft, the FAA may investigate to see if the airline didn't make sure the aeroplanes met the necessary standards.

During this time, the airline may continue to communicate with the public, but it must be careful not to interfere with the investigation or publish inaccurate information.

In the case of the FAA investigation against Boeing, the company stated that it will cooperate with the FAA and the National Transportation Safety Board in their investigations "fully and transparently."

So, while FAA procedures provide guidelines for operational communications, airlines still have considerable latitude in how they communicate with the public during a crisis, including during an FAA investigation.

However, they must ensure that their communications are accurate and transparent and do not interfere with ongoing investigations.

Future Scenarios:

The development of Boeing's reputation depends on several possible scenarios:

737 MAX search engine created by Jackson Cheek, Senior iOS Engineer @ Square

Scenario 1: Successful remediation and recovery

Boeing quickly solves its issues, works with investigations, and enforces strict safety measures as part of its crisis management.

Engaging transparently and proactively is important to regain confidence, resume MAX 9 flights, and gradually rebuild passenger trust.

Scenario 2: Continuing doubts and setbacks

The revelation of Boeing problems may lead to extended investigations and regulatory action, presenting ongoing crisis management challenges that could slow the recovery of Boeing's reputation.

Persistent media scrutiny and public scepticism may adversely affect the company's market share and financial stability.

Scenario 3: Triggering the transformation

The incident could catalyse significant change at Boeing, potentially addressing Boeing management problems and leading to a major overhaul of its safety culture and processes.

This could result in regulatory reforms, enhance Boeing's reputation, and establish the company as a leader in aviation safety.

Practical tips:

Be prepared for various possibilities. Develop versatile communication strategies that can be adapted to different future scenarios, so you are prepared for different reputation paths.

Maintain an ongoing and open conversation. Keep communication channels open with stakeholders, even beyond the immediate crisis, to build long-term relationships and trust.

Measure and adjust. Evaluate communication regularly and adapt tactics based on stakeholder feedback and changing circumstances.

Latest update via Goldman D. - Boeing’s stock tumbles after report warns investigation will open “a whole new can of worms.” CNN. Published January 16, 2024.

In a recent development that has significantly affected Boeing's stock, a Wells Fargo report raised serious concerns about Boeing's ability to pass a new federal safety audit.

Analysts at Wells Fargo noted, “Given Boeing’s recent track record, and greater incentive for the FAA to find problems, we think the odds of a clean audit are low.”

Responding to these challenges, Boeing has taken a proactive step by announcing an independent adviser to lead a review of the company’s quality control.

Retired US Navy Admiral Kirkland H. Donald will spearhead a team to conduct a thorough assessment of Boeing’s quality management system for commercial airplanes.

Boeing CEO David Calhoun stated, "This review will provide an independent and comprehensive assessment with actionable recommendations for strengthening our oversight of quality in our own factories and throughout our extended commercial airplane production system."

This initiative reflects Boeing's commitment to address the highlighted issues and rebuild trust. With the FAA's investigation focusing on whether Boeing "failed to ensure completed products conformed to its approved design," the company’s actions and cooperation in this critical period will be pivotal in shaping its future in the aviation industry.

Boeing's journey to rebuild its reputation is complex and requires a strategic approach to communications.

For communication professionals, this situation highlights the need for adaptability, proactive planning, and effective storytelling to navigate a company through a crisis.

As highlighted, Boeing's future communications and actions, rooted in crisis management, will be critical to the company's recovery and long-term reputation.

What do you think?

What is the most likely scenario for Boeing?

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