The Public Relations Strategist

A Community Comes Together: The crash of Continental Flight 3407

Publication Date: 2009, Summer

Source: SO02 Public Relations Strategist
Product Code: 6K-030906
Organization/Author/Firm: Deborah A. Silverman, Ph.D., APR
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PR practitioners and journalists who communicated about the crash of Continental Flight 3407 noted that a number of factors contributed to effective communication during the crisis.
o A crisis communication plan was in place.
o Organizations spoke with one clear voice.
o No one ever said “no comment” to the media.
o There was a quick response time — within one hour of the tragedy.
o People were familiar with media needs and deadlines.
o PR professionals provided a constant flow of information.
o Top officials were on the scene immediately, taking charge and expressing their concern.
o There was an effective use of media, the Internet and face-to-face communication.