ECAM109: Crisis Management Report - Flower Airlines Crash Analysis

This report delves into the critical aspects of crisis management, specifically in the context of a Flower Airlines crash. It begins by outlining the initial reactions required from the CEO, emphasizing the importance of securing the crash site and initiating investigations. The report then details the immediate actions needed following the crash, including coordinating with authorities, providing passenger information, and deploying medical services. A significant portion is dedicated to outlining processes, procedures, and actions, such as communication protocols, resource deployment, and collaboration with emergency departments. The report also offers solutions for supporting next-of-kin, including establishing a dedicated call center and training employees to handle sensitive communications. Finally, it addresses media handling, emphasizing the importance of providing concise information, avoiding speculation, and monitoring news coverage to manage the airline's reputation. The report concludes by highlighting the effectiveness of a well-defined crisis management plan in mitigating damage and maintaining the airline's brand image.

Running head: CRISIS MANAGEMENT
Crisis Management
Name of the Student
Name of the University
Author note

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Table of Contents
Introduction................................................................................................................................2
Answer to Question 1.1..............................................................................................................2
Initial Reaction after Crash....................................................................................................2
Ways to Handle Situation in First Instance............................................................................2
Answer to Question 1.2..............................................................................................................3
Listing of Processes, Procedures and Actions........................................................................3
Answer to Question 1.3..............................................................................................................4
Solutions to be Offered to Next-of-Kin (NOK).....................................................................4
Answer to Question 1.4..............................................................................................................4
Ways to Handle Media...........................................................................................................4
Conclusion..................................................................................................................................5
References..................................................................................................................................6

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Introduction
The report throws light on analysing the different kinds of crisis management
activities which are required to be undertaken by the Flower Airlines in managing the
situation of crash that has taken place. The initial reaction of the CEO after the crash along
with the different manners in which the crisis can be handled are required to be identified
which will be helpful in treating the situation appropriately without any discrepancies. The
ways to control the media are expected to be determined which will be essential in managing
the overall effectiveness appropriately.
Answer to Question 1.1
Initial Reaction after Crash
The CEO of Flower Airlines needs to implement stringent control over right of entry
to crash site to make sure that the different types of services related to rescue shall not be
deflected from the tasks of saving lives of the individuals. Furthermore, the CEO needs to
appoint the expert investigation on the crash site immediately for managing the situation
quickly. Additionally, he should be generating permission for entering condoned zone by
essential personnel as it is necessary (Barry, 2017).

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Figure 1: Airplane Crash
(Source: Barry, 2017)
Ways to Handle Situation in First Instance
After the crash has taken place in which evading along with prevention efforts have
been failed, the Flowers Airlines needs to frontier and contain damage done to the different
stakeholders, assets, surroundings and organization by responding to situation of crisis
immediately.
Furthermore, Airport Authority Medical Services are to be requested for deploying
the entire medical team to the crash scene where the incident has taken place which will
provide medical support to the injured awaiting the advent of the Hospital Authority Medical
Control Officer.
Additionally, Airline Company needs to provide with a list of individuals who
travelled, cargo and crew on board the crashed airlines instantaneously after the incident as
there will be coordination will be requested as to facilitate rescue operations along with care
of non-hospitalised passengers.

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Figure 2: Ways to Protect from Air Crash
(Source: Barry, 2017)
Answer to Question 1.2
Listing of Processes, Procedures and Actions
Firstly, communication with authoritiesis the first step which is required to be taken
by them wherein apart from giving different instructions for the various stakeholders to
prevent themselves, showing proper concern for the different fatalities and their kin is
considered to be cornerstone for the thriving crisis communication. The coordination is the
essential aspect which is required to be adopted by the airline company to prevent further
damage to the stakeholders.
Proper monitoring along with supporting the work of the emergency department
actively will be helpful in resolving the problems as necessary. Fire services along with
police resources play a significant role, and these are required to be acquired by the
respective departments of the airlines' company to bring the situation under control
appropriately without ineffectiveness.

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There should be the deployment of the resources which will be essential in informing
the exact situation to the airline top or higher authorities which will make them aware about
the resources which are necessary for the controlling of the case (Brataas, 2018).
As to reduce the particular type of events in the future, it is required to provide the
skilled workforce along with specialised tools and technical manpower and sustain to the site
of crash which is required by Crash commander.
Figure 3: Percentage of Individuals Injured
(Source: Shaw, 2017)

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Answer to Question 1.3
Solutions to be Offered to Next-of-Kin (NOK)
Flower Airlines needs to suggest Next-of-Kin establish a dedicated call centre to deal
with the different enquiries from the relatives or the loved ones.
There should be activation of many next in kin phone services on the front page of the
website of the company as the dark site will be helpful in citing the area wherein the incident
occurred. The airline company needs to be active for a specific emergency (Shaw, 2017).
The airlines will be guiding Next-of-Kin to put together a competent team by
providing training to the employees as to handle the phone calls accurately. The team needs
to communicate the different news to family members and the airline department with clear
language and manage the requests with proper patience (Eaton, 2017).
Figure 4: Accidents by Stage of Flight
(Source: Dijkstra, 2017)

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Answer to Question 1.4
Ways to Handle Media
In such cases, the crisis is visible highly which is getting considerable coverage of
media which is because of the sensational aspects and interesting and the entire effect is on
the victims (Dijkstra, 2017). These are the substantial reasons wherein crisis plays a
significant threat to the organization, and this affects the reputation of the organization. If the
crisis is portrayed by the reports of the media, the people will express sympathy with the
victims and blame the organization for such proceedings (Shaw, 2016).
In the respective case, the media will be playing their role in covering the entire
scenario of Flower Airlines which will be affecting the brand image and reputation. In such
occasion, the Flower Airlines need to take the following steps which will be helpful for them
in managing the situation appropriately without misleading the viewers on the television.
 The Flower Airlines needs to inform the media regarding the crash situation in brief
as this will be helpful in handling situation appropriately (Wu, 2016)
 The company should not avoid providing a statement to media as this will spread
negative rumors on the overall brand image of the organization (Wensveen, 2018)
 Flower Airlines needs to keep a proper check on the stories as this will help the
company in becoming more aware of the fake and real news which can affect the
reputation of the company (Stolzer, 2017)

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Figure 5: Aircraft Crash
(Source: Shaw, 2016)
Conclusion
Therefore, it can be concluded that the crisis management plan is one of the most
effective approaches which is required to be achieved by the organization which will be
helpful in handling the situation appropriately. The media plays a significant role in analyzing
the different news regarding the organization as this has affected the reputed brand image of
the company negatively. There are various aspects which are required to be maintained by
Flower Airlines ensure that the situation is handled effectively and there are no such issues
which will be useful and become more conscious regarding the news which is generated by
the media channels.

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References
Barry, W. S. (2017). Airline Management: Business Management in Transport 3. Routledge.
Brataas, K. (2018). Crisis Communication: Case Studies and Lessons Learned from
International Disasters. Routledge.
Dijkstra, A. (2017). Safety management in airlines. In Resilience Engineering (pp. 183-203).
CRC Press.
Eaton, J. (2017). Globalization and human resource management in the airline industry.
Routledge.
Shaw, S. (2016). Airline marketing and management. Routledge.
Stolzer, A. J. (2017). Safety management systems in aviation. Routledge.
Wensveen, J. (2018). Air transportation: A management perspective. Routledge.
Wu, C. L. (2016). Airline operations and delay management: insights from airline economics,
networks and strategic schedule planning. Routledge.