Managing Crisis Communications In 'Real-Time': Cathay Pacific's Approach
With the spotlight firmly on airlines following aviation disasters in recent years, Dennis Owen, Group Manager - Social Media for Hong Kong-based airline Cathay Pacific, is under no illusion that 'a failure to plan is a plan to fail' when it comes to managing an unfolding brand crisis in the digital age.
Dealing with a worst-case-scenario was difficult enough in the time before constant connectivity, but the rise of social media – particularly as a real-time news source for journalists in a 24 hour news cycle – now requires...