AdWeek recently asked me to weigh-in on how Boeing can mend its reputation, following a series of “highly-publicized incidents” and investigation into the company’s safety and culture. Here’s my take:
“There’s never a good time for a crisis—but the best possible time is an election year. Boeing has a short reprieve from media attention at the moment, but the company can’t rely on presidential debates to overtake the news cycle forever. It must address this crisis head-on—internally first, by conducting an evaluation of its brand character and culture, then by promoting a narrative of transparency, quality, and trust.
Travelers are often price conscious. As long as Boeing can work on establishing a new path built on consumer trust, traveler confidence will follow. Consider all the influential channels that take part in the traveler purchase journey—that’s exactly where Boeing needs to be.
To get there, Boeing can’t rely on advertising or PR alone. To rebuild brand reputation, first, it has to think across all influential channels, PR and digital combined. Anything less would let the narrative spin further out of control.”
Background on Boeing
In April, whistleblower Sam Salehpour—a 17-year quality engineer for Boeing—delivered a damning testimony before the Senate Committee on Homeland Security & Governmental Affairs. Salehpour’s statements underscored critical safety concerns at Boeing, emphasizing that these issues could potentially lead to catastrophic failures and massive loss of life. The Senate hearing was part of an ongoing investigation into Boeing’s safety culture following several high-profile incidents, including the fatal crashes of Boeing 737 Max-8 planes and a recent door plug blowout on a 737 Max-9.
Boeing’s public image has suffered significantly due to these mishaps, akin to consumer brands facing public scrutiny. A January survey revealed nearly half of Gen Z travelers fear flying, and a majority of the traveling public would pay extra to avoid Boeing aircraft. Boeing CEO Dave Calhoun emphasized the need for “real, demonstrated action and absolute transparency” to restore the company’s reputation.
Experts across rebranding and crisis communications offered their insights on Boeing’s path to recovery. David E. Johnson, CEO of Strategic Vision PR Group, suggested expediting the CEO’s departure, conducting an independent investigation, and maintaining transparency through proactive communication. Eric Dezenhall, chairman of Dezenhall Resources, highlighted the importance of addressing engineering issues first and impressing decision-makers before communicating with the public. Evan Nierman, founder and CEO of Red Banyan, stressed the need for transparency and aggressive engagement on social media, sharing positive safety reports, and engaging respected surrogates.
Finally, Erich Joachimsthaler, founder and CEO of Vivaldi Group, advised Boeing to engage in a broader dialogue with consumers, particularly Gen Z, and to create platforms for continuous engagement to address and solve challenges.
The overarching consensus is that Boeing’s journey to restoring its reputation will be a long and meticulous process, requiring transparent communication, consistent safety records, and engagement across multiple channels to rebuild trust and confidence among travelers and stakeholders.
Read more in AdWeek.
