Abstract
The grounding of Ansett Airlines in April 2001 cost the company AU$4.24 million and 20% of its market share (Goodsir, 2001). This case study critically examines Ansett's communication strategy in response to its grounding crisis. The company's crisis communication strategy is analysed from a theoretical aspect, using various communication and strategy constructs. The research illustrates that Ansett's crisis communication strategy was ineffectual and in direct contrast to its purported organisational values as an organisation focused on safety. This research highlights why it is crucial for organisations to develop and apply adept crisis management tactics and a cohesive crisis communication strategy.
Original language | English |
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Journal | Asia Pacific Public Relations Journal |
Publication status | Published - 2005 |
Keywords
- crisis
- crisis communication
- Ansett Airlines