This case study analyzes the 2017 United Airlines PR crisis, triggered by the forceful removal of a passenger from a flight. The report examines the incident, the public's outrage fueled by social media, and the company's inadequate response. It highlights the role of the CEO's actions in exacerbating the situation and the financial repercussions. The study applies Systems Theory and Agenda Setting Theory to understand how the crisis could have been mitigated. Systems Theory emphasizes the importance of organizational responsiveness to public feedback, while Agenda Setting Theory focuses on the influence of media in shaping public perception. The report concludes with recommendations for improved crisis management, emphasizing the need for proactive PR strategies, ethical decision-making, and effective communication. The case underscores the significance of integrating PR theories into organizational practices to maintain a positive public image and manage potential crises effectively.
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