In 2017, United Airlines dragged their brand through one of the ugliest PR disasters of the decade.
But it wasn’t just the brutal beatdown of a passenger that set the internet on fire. It was the response that followed.
The Disaster 💩
United Flight 3411, ✈️ Chicago to Louisville.
Too many passengers, not enough seats. It’s a familiar story.
But when United asked for volunteers to give up their seats, nobody was budging. So they “involuntarily deplaned” four paying passengers.
Dr. David Dao (69) refused. And that’s when airport police stepped in.
He was beaten, bloodied and dragged unconscious down the aisle while horrified passengers filmed. The footage went viral within hours.
By the next morning, United was trending worldwide for all the wrong reasons. #BoycottUnited and #NewUnitedAirlinesMottos exploded. Politicians, celebrities and even President Trump piled on.
The Breakdown 👀
United’s response became a masterclass on how to nuke your brand and stock price in under 48 hours:
❌ Silence — for nearly 24 hours, United said nothing. While millions watched the footage, the airline ceded the narrative, which escalated the outrage.
❌ Spin — when CEO Oscar Munoz finally responded, he apologised for having to “re-accommodate these customers”. Corporate weasel words at their finest.
❌ Victim blaming — internal comms labelled Dr Dao “disruptive and belligerent”. Reports about his past surfaced, which was widely seen as a smear campaign.
❌ Weak apology — after two days, Munoz finally issued a half-hearted apology. But it was too little, too late.
✅ What he should have said early on Day 1:
“I’m horrified by what happened on Flight 3411. No passenger should ever be treated this way. I take full responsibility and apologize unreservedly. My priority is the welfare of Dr Dao and his family. We will ensure this never happens again.”
Short. Human. Empathetic. And timely.
The Bottom Line 📉
At one point, United torched $1.4B in market value. The stock eventually recovered, but “re-accommodating” is still remembered as one of the coldest, most tone-deaf corporate euphemisms in history.
Lesson: In a crisis, speed and empathy beat silence and spin. If you don’t own the story fast, the internet will — and you won’t like the ending.
Until next week, try not to Munoz it.
Doug.
Know someone who writes emails, press releases, or social media updates when 💩 hits the fan? Do them a favour and forward this email.
Because in a crisis, you don’t get a second draft.
Disaster Comms analyses crisis communication for its impact on public trust. It is not legal advice. In a real crisis, organisations must balance legal, regulatory and reputational risks. Always consult professional counsel before making official statements.
