Responding to Crisis

Communication Guidelines for Shipping and Airline Industries in the Caribbean

Friday, September 4, 2009

Air Jamaica plane seized in Miami- JamaicaObserver.com

Air Jamaica plane seized in Miami - JamaicaObserver.com

Case 1
Air Jamaica Plane seized by Creditors
Date of Incident. November 9, 2006

Summary:
The Air Jamaica plane was seized in Miami, Florida at about 4:30 pm on November 9, 2006 by agents from the International Lease Financing Corporation, acting on behalf of creditors to whom the airline owes some US$7 million, leaving 96 passengers stranded at the Miami International Airport.

News articles on incident and date reported within the first 10 articles under Google search:
1. www.jamaicaobserver.com November 9, 2006
2. www.jamaicaobserver.com November 10, 2006
3. www.jamaica-gleaner.com January 21, 2007
4. www.caribbean360.com November 11, 2006
5. www.reggaeboyz.com November 9, 2006
6. www.facebook.com November 10, 2006
7. www.caribbeanaviation.com February 7, 2007
8. www.bonairereporter.com November 17, 2006
9. www.consul-at-arms.blogspot.com December 10, 2006
10. www.legacy.guardian.co.tt December 13, 2006

Summary of Crisis Communication Response:
On the day of the incident, Air Jamaica's Chief Executive Officer Mike Conway confirmed the seizure reported that "things are back to normal" at the airport. He said a "mutually acceptable agreement" was reached by both partners and "the aircraft was put back into service". He explained that the action was triggered by nervousness on the part of the lessor.
In a release issued to the media the following day, Air Jamaica assured passengers that the situation was a misunderstanding, and apologized to the individuals who were affected by the incident. They were also reassured of full compensation of lunch vouchers, telephone calls to relatives, hotel accommodation and shuttle service where applicable.
According to a Cayman news site, the Cay Compass, the Jamaican Government gave the commitment to keep the airline flying.

Timing:
Press Releases were issued to the media within hours on the same day of the incident. Another press release was issued on the following day by Air Jamaica’s Chief Executive Officer Mike Conway. Passengers who were stranded were communicated to immediately after the incident, all were offered lunch vouchers, telephone calls to relatives, hotel accommodation and shuttle service where applicable and on the following day, return tickets on another flight to their destination were offered. The media was immediately alerted of these new developments.

Technique:
There was face to face verbal communication between Air Jamaica’s supervisory personnel and passengers in an attempt to briefly explain the cause of the delay and apologize to the affected passengers. According to an employee of Air Jamaica who was present during the ordeal who has requested anonymity, full details were not disclosed to the 96 passengers however the incident was attributed to “a misunderstanding concerning the lease of the aircraft”.
In the formal press release issued to the media explaining the company assured the public that the situation was a misunderstanding, and apologized to the individuals who were affected by the incident.

Tone:
The tones identified were initially withholding then explanatory then apologetic. In the Jamaica Observer article, Dunkley (2006) reported:
He (Air Jamaica’s CEO) said a "mutually acceptable agreement" was reached by both partners and "the aircraft was put back into service". The carrier's CEO claimed the lessor's actions had been prompted by concerns stemming from media reports which carried statements about possible downsizing at the airline. Conway expressed regret for the inconvenience caused to passengers.

Discussion:
The crisis was handled well. The timing was on point as the response from the company was released on the same day of the incident. The technique was also useful because the victims of the crisis would have needed that personalized attention due to the nature of the crisis in which they were stranded and needed assistance right away. In this case a letter or an online response would not have been appropriate and so the supervisor who apologized to the passengers and arranged for them to be compensated was commendable.
Considering that the airline was already the subject of negative media attention, the offer for reimbursement was useful to deflect negative attention. It was helpful that the CEO was completely honest and did not try to cover up the details even though they may have been embarrassing.

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