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Crisis Communication Crisis communication The case of the airline industry during the COVID-19 pandemic Marlies Nittmann Supervisor: Robert Ciuchita Department of Marketing Hanken School of Economics Helsinki 2021 i HANKEN SCHOOL OF ECONOMICS Department of: Type of work: Marketing Master’s Thesis Author: Date: 31.3.2021 Marlies Nittmann Title of thesis: Crisis Communication: The case of the airline industry during the COVID-19 pandemic Abstract: Due to the increasing frequency of crises and the diversification of their causes, a wide range of research has been completed in this field. However, the crisis communication literature has not yet thoroughly covered the topic of public health crises and the corporate communication during such a global event. Further, examples of crisis communication used by companies in particular industries are limited. Therefore, this thesis studies the crisis communication literature to receive a better understanding of the theory before looking at the corporate communications from four European airline companies. A comparative case study approach is used in order to receive an insight into the communication strategies applied by the aviation industry during a pandemic. A quantitative study is conducted, and the web pages, newsletters and press releases are analysed. Based on the conducted research, six main topics of communication are established and compared to the previous findings of the literature. Even though the four case companies share similar information with their stakeholders, they differ in the way they approach the messages, how they communicate and when they engage with their stakeholders. This study adds to the crisis communication literature focusing on public health crises, such as the COVID-19 pandemic, as well as to the literature covering crisis communication in the aviation industry. The findings add to the existing literature by providing explicit examples of how airlines communicate in a pandemic, to allow for future comparison with crisis communication strategies during other crises events. Keywords: crisis communication, crisis response, situational crisis communication theory, image repair theory, aviation, airline companies, pandemic, COVID-19 ii CONTENTS '1 Introduction .............................................................................................................. 1 1.1 Research problem .............................................................................................. 3 1.2 Aim of the study ................................................................................................. 5 1.3 Delimitations of the study ................................................................................. 6 1.4 Key concepts .......................................................................................................7 1.5 Structure of the thesis ........................................................................................ 8 2 Literature review ...................................................................................................... 9 2.1 Definition of crisis .............................................................................................. 9 2.1.1 Phases of crisis ........................................................................................... 11 2.1.2 Stakeholders .............................................................................................. 12 2.1.3 Types of crises............................................................................................ 13 2.2 Crisis management ........................................................................................... 14 2.3 Crisis communication ....................................................................................... 16 2.3.1 Communication model .............................................................................. 17 2.3.2 Response strategies ................................................................................... 19 2.3.3 Evaluation of crisis communication ......................................................... 23 2.4 Crisis communication in the airline industry .................................................. 24 2.4.1 The unique situation of the airline industry ............................................. 25 2.4.2 Crisis communication as a central tool in aviation .................................. 26 3 Methodology ........................................................................................................... 28 3.1 Research design ............................................................................................... 28 3.1.1 Data collection .......................................................................................... 29 3.1.2 Sampling and accessing data .................................................................... 30 3.2 Data analysis process ....................................................................................... 33 3.2.1 Coding ....................................................................................................... 33 3.2.2 Abstraction and comparison .................................................................... 35 3.2.3 Dimensionalization and integration ......................................................... 35 3.2.4 Iteration and refutation ............................................................................ 36 3.2.5 Cross-case analysis ................................................................................... 37 3.3 Quality of the research ..................................................................................... 38 4 Findings .................................................................................................................. 40 4.1 Status quo ........................................................................................................ 42 4.1.1 Cargo ......................................................................................................... 42 4.1.2 Effect on the company .............................................................................. 42 4.1.3 Impact on the industry ............................................................................. 43 4.1.4 Operations ................................................................................................ 43 iii 4.1.5 State support ............................................................................................ 44 4.2 Emotional ........................................................................................................ 46 4.3 Future of aviation............................................................................................. 49 4.3.1 Reopening ................................................................................................. 49 4.3.2 Future changes ......................................................................................... 50 4.3.3 Predictions ................................................................................................ 50 4.4 Responsibility to the stakeholders ................................................................... 54 4.4.1 Collaboration ............................................................................................ 54 4.4.2 Community service ................................................................................... 55 4.4.3 Company dedication ................................................................................. 55 4.4.4 Medical shipments ................................................................................... 56 4.4.5 Role of the airline ..................................................................................... 56 4.4.6 Needs of customers .................................................................................. 56 4.4.7 Repatriation ............................................................................................... 57 4.5 Travel safety ..................................................................................................... 60 4.5.1 Cleaning .................................................................................................... 60 4.5.2 HEPA filters .............................................................................................. 60 4.5.3 Hygiene & health measures ...................................................................... 60 4.5.4 Masks ......................................................................................................... 61 4.5.5 Pilot training .............................................................................................. 61 4.5.6 Safety ......................................................................................................... 61 4.5.7 Social distancing ....................................................................................... 62 4.5.8 Recommendations to customers .............................................................. 62 4.5.9 Temperature check ................................................................................... 63 4.6 New and adjusted services ............................................................................... 66 4.6.1 Additional services to customers .............................................................. 66 4.6.2 Capped fares ............................................................................................. 66 4.6.3 Communication with passengers ............................................................. 67 4.6.4 Delay in service ........................................................................................
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