CASE STUDY
A FAILURE TO ACCOMMODATE AND COMMUNICATE
UNITED AIRLINES’ REPUTATION CAPITAL
United Airlines is the third-largest airline in the world, serving hundreds of destinations. On March 9, 2017, a story appeared in the leading public relations trade outlet PR Week, naming Oscar Munoz, the airlines’ CEO, as its “Communicator of the Year.” He was hailed for being a leader who “understands the value of communications” and who had personally “transformed the fortunes of the beleaguered airline, galvanized staff, and set the business on a smoother course.”1 All this, despite having to take two months off to undergo a heart transplant just six weeks after being named CEO.2
The honor made what occurred one month later all the more shocking: a crisis ...
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