How to deal with the unthinkable: crisis PR lessons from the American Airlines tragedy

The events have triggered a sweeping investigation into air traffic control procedures, communication failures and safety protocols. While the cause remains under investigation, brands – particularly those in aviation – are watching closely.

American Airlines now faces a mounting crisis communications challenge. How a company responds in the wake of a tragedy is not only about damage control, but also about how the company shows up for consumers, victims’ families and the public in a way that builds trust rather than eroding it.

Navigating crisis PR: what should brands do?

American Airlines did not respond to The Drum’s request for comment. However, CEO Robert Isom issued a brief public statement, saying:

“We are all hurting as we continue to grieve the loss of our passengers and team members. I thank President Trump for his leadership on aviation safety. I applaud him, Secretary Duffy and the Administration for taking quick and decisive action today to restrict helicopter activity around DCA. In the days ahead, we will work tirelessly with the Administration and leaders in Congress to make our aviation system even safer, including by increasing investments in infrastructure, technology and personnel.”

According to crisis PR experts, a statement alone isn’t enough. What brands do in the hours and days after a disaster matters just as much, if not more, than what they say.

Larry Kopp, founder of The TASC Group and a crisis communications expert with over 20 years of experience, stresses that the immediate priority should be direct outreach to victims’ families before making any public statements.

“In the wake of any horrible tragedy, where lives were lost in a horrific accident and an investigation is underway, the most important thing to do first is extend condolences to the victims’ families,” says Kopp. “The company should contact the families of victims privately, share condolences and promise to support the investigation.”

Kopp warns that brands that focus too much on reputation management over genuine human connection risk deepening the harm already inflicted on victims’ families.

“Focusing efforts solely on damage control could inflict even more harm on the victims’ families than they’ve already endured and will likely come across as insincere or unconcerned about their pain.”

Once those initial human-first communications are in place, a company can develop a long-term response strategy, Kopp says. That means structuring internal communications to ethically and effectively handle:

1. How to communicate with partners
2. How to proceed with the launch of the investigation
3. How to share information with the public while respecting victims’ families

Avoiding PR paralysis: transparency & public communication

Beyond direct communication with victims’ families, frequent and visible public messaging is essential to prevent speculation.

“It is so important for any companies involved to let the public know that they have tremendous sympathy and that they really do care about the victims,” explains Ryan McCormick, co-founder of Goldman McCormick Public Relations. “They need to communicate with the public on a regular basis. They need to give regular updates. They need to express their deepest heartfelt sympathies, regardless of who’s right or wrong.”

When a crisis occurs, McCormick argues, brands often spend too much time in the war room, which can hurt a brand when time is of the essence. “Lack of response feeds more speculation, more speculation feeds more misinformation, and before you realize it, there’s a rumor going around that started on social media, because of a lack of response,” he adds.

Kopp agrees, saying that early public statements should be clear, empathetic and acknowledge ongoing uncertainty. As he puts it: “The nature of any crisis is uncertainty and emerging details. Therefore, most remarks issued in the early stage of a crisis are holding statements acknowledging this uncertainty, expressing empathy for victims, survivors and their families, and explaining that the organization is looking into the matter.”

How companies can show up for victims’ families beyond PR

For brands like American Airlines, corporate messaging alone isn’t enough. Families of the victims need direct, compassionate and ongoing support.

Some experts outside of the PR industry make the case for a cohesive family outreach approach. Michael Davis serves as public information officer at the All Hazards Incident Management Teams Association, an organization focused on training and coordination in emergency management. He argues that each affected family should be assigned a dedicated personal representative.

“This representative will act as the primary point of contact, providing consistent and accurate updates, he adds. “They will offer emotional support, answer questions and facilitate communication between the family and relevant agencies.”

Another critical step? Shielding victims’ families from media intrusion. “Families should receive information directly before it is released to the public,” says Davis. “Updates must be clear, concise, and delivered with empathy. If details are still being verified, that should be communicated to avoid speculation and misinformation.”

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