Processes and Crisis Communication Strategies of Singapore Airlines: The Case of Flight SQ 321’s Turbulence Accident
Keywords:
Crisis Communication, Crisis Communication Strategy, Singapore AirlinesAbstract
The research titled "Crisis Communication Processes and Strategies of Singapore Airlines: Case Study of Flight SQ 321 Encountering Severe Turbulence" aims to 1) examine Singapore Airlines' crisis communication processes and 2) study Singapore Airlines' crisis communication strategies in the case of Flight SQ 321, which traveled from London Heathrow, UK, to Changi, Singapore. On May 22, 2024, at 15:35, the flight experienced severe turbulence, resulting in injuries and fatalities onboard due to adverse weather conditions over Myanmar airspace, with one foreign passenger reported deceased.
This study is a qualitative research project utilizing content analysis. It analyzes online content from Singapore Airlines' official social media channels, including Facebook and X (formerly Twitter), as well as video footage of CEO Goh Choon Phong's official crisis statement.
The findings indicate that appropriate crisis communication methods during Singapore Airlines' crisis event are essential and urgent. Crisis communication strategies included issuing apologies and expressing condolences regarding the incident, ensuring prompt and consistent communication, and disclosing the number and nationalities of the injured and deceased individuals. This information was shared through official online channels, specifically the Singapore Airlines Facebook Page and X accounts, using hashtags such as #SQ321 #SingaporeAirlines #Turbulence.
The study also highlights the importance of utilizing diverse communication channels and being systematically prepared to respond to crises. Singapore Airlines' well-coordinated communication plans between the origin and destination countries enabled passengers and the families of those affected to receive comprehensive support.
Singapore Airlines' crisis communication demonstrates modern adaptability and the implementation of effective strategies to manage challenging situations. The findings of this research can serve as a guideline for improving crisis communication for other organizations in the aviation industry in the future.
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