Corporate communications Name of the university: Evaluation 5 Conclusion and recommendation

Running head: MANAGEMENT
Corporate communications
Name of the student:
Name of the university:
Author note:

1
MANAGEMENT
Table of contents
Introduction................................................................................................................................2
Situation.....................................................................................................................................2
Problem......................................................................................................................................3
Evaluation..................................................................................................................................5
Conclusion and recommendation...............................................................................................7
References..................................................................................................................................9

2
MANAGEMENT
Introduction
Corporate communication is the act of cultivating the ways in which the brand image
can be enhanced. This is through the means of strategic alliances with the associate agencies
and partners. Typical example in this can be offshore marketing through emails and news
updates on websites and social networking sites, which enhances the awareness abpour the
specific needs, demands and requirements of the clients. These aspects reflect the dynamics
of sender-receiver response process, indicating the dissemination of information from the
internal to the external environment. This assignment attempts to critically evaluate the crisis,
which Boeing 737-800 Air Max 8 underwent.
Situation
After three years of the first flight, Boeing 737 Max 8 jets encountered the tragic fate.
On Oct 29, Lion Air crashed, compelling 189 people to die in Jakarta and Indonesia. On
March 10, Ethiopian Airlines crashed, taking a toll on 157 people outside Addis Ababa. Since
1966, none of the aircrafts encountered such tragic incidents. After the second crash,
investigators have been compelled to put on thinking caps regarding flying the jet services
(Nytimes.com 2019). Incapability of excavating the root causes of the incident, the
investigators informed the personnel to take the decision of grounding the jet services. This
was in terms of averting further loss of lives and property.
Media coverage have aggravated the complexities of the passengers regarding
availing the jet services. As a result of this, the Boeing personnel are facing severe challenges
in the form of customer turnover. One of the striking results in this direction is the fissures,
which have erupted in the strategic alliance between Boeing and the US regulators. The root
causes of the incident have not yet been discovered. According to the results published by the
black box data, there are similarities between Ethiopian and Lion Air crashes (Bbc.com
2019).

3
MANAGEMENT
Problem
Just after the take offs, the planes encountered troubles. Upon interrogation, the pilots
confessed that they were unable to control the flight. In case of the controllers, complaints
regarding erratic, up down patterns were reported. The misssteps from the pilots and
controllers have led to 737 Max crash phones. According to the evidences, the safety feature,
Maneuvering Characteristics Augmentation System (MCAS) resulted in fatal flight services,
compelling the pilots to struggle a lot. Upon detection of the imminent stall, MCAS
automatically takes the direction of the nose of the plane downwards. This is through the
means of a sensor, which, at times, sends faulty signals, indicating the plane to dive in a
repeated manner (Smh.com.au 2019). Installation of software on the planes is an example of
technological advancement, however, not informing the pilots and controllers about its
functions devalues the software in terms of enhancing the efficiency in the flight services.
The warning light on the cockpit was a mechanical fault. Absence of optional safety
failure in the Lion Air plane aggravated the complexities. According to the Reuters report,
plans are being made for installing warning lights for which additional financial resources are
required. The angular readings of the flight was erroneous, which triggered the MCAS
unnecessarily. The pilots were provided training regarding flying the Boeing 737 Max, which
consisted of iPad lesson for one hour. This relates with the issue of improper management
techniques, shunning the communication between the pilots and the ground controllers of
Boeing 737 Max, staining the reputation of the brand image.
FAA planned for variants in the training regarding 737 Max 8. In this case, the pilots
who were certified to fly the older planes, possessed only one hour of training. Neither in the
lesson nor the training materials, there was no mention of MCAS (Channelnewsasia.com
2019). This deprived the personnel from the knowledge of the new features of Max 8. As per