In the SQ321 accident, Singapore Airlines has set up a valuable example in crisis communication.Although there must always be improvements, especially when speaking in the president or leadership, the techniques of visual and sound prompts, the overall strategy is stable and effective.

On May 21 this year, Singapore Airlines Flight SQ321 encountered severe air flow over Myanmar, causing one person to die and many people injured.In the 10 days after the accident, Xinhang released 15 updates in social media, showing a comprehensive crisis communication strategy.From the renewal of the press release, contact with relevant parties and social media, to the video of the president, Xinhang adopted various tools and methods in the communication of the accident.In addition to dealing with the crisis on the spot and intergovernmental cooperation between Singapore and Thailand to ensure that the injured crew members and passengers are taken care of, there are some discussions on the Internet how to deal with this matter well, especially in terms of communication, although there are no lucky people, there are people unfortunately someone.Lied and injured, many people were injured.

In the field of crisis communication, there are several theories and frameworks that can be used to investigate the management methods of Singapore Airlines in the incident.Among them, the Console framework released in 2019 is mainly aimed at the crisis of airlines in social media.It draws wisdom from crisis communication information and medical bad news, because medical staff often have to disclose bad news such as death and illness to patients and close relatives.Specifically, the Console framework uses Malaysian Airlines MH370 and MH17 flights, Asian Airlines QZ8501, and Korean Asian Airlines flight OZ214 and other past aviation crisis social media data to evaluate the effects of airlines' release of social media information and explore the social media information.Media's consistency, guidance, clarity, support, sustainability, leadership and empathy of crisis communication.Although this framework has not been verified by the application outside the aviation industry, we have recently digitized it to become a instrument board (CONSOLE-D) driven by artificial intelligence (AI).The information released by the company in crisis also shows the application potential of AI in communication (especially in crisis).

Through CONSOLE-D about 10 days since May 21, 2024, the 15th social media updated posts published by New Airlines were analyzed. The results showed that all posts were almost impossible.Although this shows that Xinhang's public relations team is fully prepared and experienced, we should also review the performance of Xinhang outside the information of social media from several aspects.In order to prove that the Console-D did not favor Shinkou, we also used Console-D to analyze Alaska Airlines. The posts published by the flight offices on January 1282, 2082, showed that the post was "support" and "support" and "The scoring score in empathy must be improved.We can get from the SQ321 accident and how to deal with the accident?

Use social media in time

Published 15 posts within 10 days show that due to the casualties of personnel, and the continuous disclosure of the mainstream media and social media, the description of the events of the relevant parties attaches great importance to providing the latest information in a timely manner to cope with changing situations.Through timely providing the latest information to the relevant parties, expressing sympathy, and helping the affected persons, Xinhang effectively used social media.In such a critical period, these timely communication and dialogue will help manage international and public views and maintain trust.

Do the right thing

From an academic perspective, Xinhang's approach fully meets the established principles of crisis.It regularly releases the latest news to the media to ensure transparency, and the participation of relevant parties is reflected in the direct communication of affected passengers and their families.Although the video speech of Xinhang President Wu Junpeng was criticized in expression, it was a key element of communication strategy, indicating the importance of leadership visibility during the crisis.During the accident investigation, if it was a natural disaster (in this accident, it was an accident or a severe airflow), the airline may evade responsibility.However, Shinhang took responsibility without hesitation, played a leading role, and allowed it to win the public. Even if the investigation result may point the cause of the accident to "flight technology".

Application of AI in crisis communication

In organizational crisis management, AI tools such as emotional detection instrument panels and content generation tools have become more and more common.Singapore Airlines' performance under the Console-D framework (the crisis communication instrument board on social media) is a model, and it is a model and gets full points.This achievement highlights the ability to carefully produce effective social media information during the crisis, ensuring that communication can respond in a timely manner, but also sensitively grasp public emotions sensitively.With the continuous expansion and deepening of digital connections globally, our communication will only be faster and more accurate.It is inevitable to use AI in communication, and it should be two -way (detection and information transmission), not to speak to themselves.

In the SQ321 accident, Singapore Airlines has established a valuable example in terms of crisis communication.Although there must always be improvements, especially when speaking in the president or leadership, the techniques of visual and sound prompts, the overall strategy is stable and effective.

The combination of

with the best practice and academic framework further highlights the advanced method adopted by Singapore Airlines during the crisis. This combination also provides other airlines with the possibility of integrating AI tools to imitate the possibility of Xindhang.

The author is the founder of the Socium Association (Socium) of the Corporate Communications and Business Consultation Company

Golden Shun Translation