A video from … The 13th Media Statement by Malaysia Airlines. The Malaysia Airlines response showed “a lack of urgency in the initial hours, transparency in releasing information and coordination on where to search, according to AdAge. Meanwhile, Skift.com is praising AirAsia, saying its “initial response to the tragedy is a textbook example of how to communicate in a crisis.”. In the days following the Flight MH17 tragedy, Malaysia’s national flag-carrier was heavily criticised for a series of errors of judgement in the way it responded to the crisis. Yet the real test for Malaysia Airlines will be in the days and weeks ahead. Earlier that day, the airline was forced to correct other false information regarding five passengers believed to have checked in for the flight but missed it. KUALA LUMPUR—Malaysia Airlines has been working with Ketchum on the crisis PR response to the disappearance of flight MH370, the Holmes Report can reveal. At the time of writing, flight MH370 is still gone missing. It must develop a flexible crisis response capability; respond to … Analysis: Malaysia Airlines' mishandled response to the MH370 crisis. This included the speed and manner in which it dealt with bereaved families, as well as its bizarre decision, just three days later, to … As the stories begin to shift from the crisis in the Ukraine, Vladimir Putin, the West’s response to Russia, and such, the focus will shift again to Malaysia Airlines. Malaysia Airlines officials have been reeling since MH370 disappeared into thin air last March with 239 people aboard. The beleagured airline called in John Bailey — a well-known aviation PR expert who heads Ketchum Icon in Singapore — a few days after MH370 went missing on 8 March. The airline's decision to go to social media first with what little information it had is a sign of the times and an "appropriate" tactic, say crisis comms experts. The MH370 incident has given Malaysia Airlines' communication operation an unprecedented challenge, but poor handling and misinformation have created a credibility gap. In order to survive, Malaysia Airlines needs to learn from its mistakes. Igor Kovalenko/EPA. Malaysia Airlines expressed shock and then said, “We are in the midst of a crisis and we do not want our attention to be diverted.” But attention keeps being diverted. The mystery of Malaysia Airlines MH370 will continue for days, weeks and months. The tragic loss of lives should be the biggest concern of everyone. by Jonathan Tilley. Government links complicate Malaysia Airlines’ crisis response March 21, 2014 2.07am EDT ... Malaysia Airlines. It sounds like the writer, who represents the Malaysia Airlines, is judging and complaining the Australian newspaper for its evil intension to pour oil on the fire, which a PR professional should not do. 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