Introduction
In PR, managing a crisis is a challenge. The collection of case studies provides valuable insights into the varied strategies used by organizations in times of crisis. From Disney’s measles outbreak to Ryanair’s customer service missteps, each case showcases the importance of authentic communication, empathy and adaptability in maintaining public trust.
Public Health: Disney and Measles
The measles outbreak at Disneyland serves as an example of the role of public health communication. The California Department of Public Health (CDPH) and Disney faced challenges controlling misinformation during a public health emergency. Disney’s approach was to distance itself from the outbreak, focusing on safety measures while CDPH took a more direct route, emphasizing vaccination and combating anti-vaccine rhetoric. Aylesworth-Spink (2016) writes, “Disney limited its media involvement during the outbreak by focusing its few statements on the company’s cooperation with public health experts. The CDPH, on the other hand, assumed a different crisis frame that produced strong attributions of organizational responsibility” (Aylesworth-Spink, 2016, p. 22). The key takeaways are the necessity of being proactive and clear communication during public health crises, especially when misinformation can quickly spread via social media. The case also showcases how public health challenges can spur legislative change as California tightened its vaccination laws following the crisis. Effective communication and swift policy response can mitigate the long-term effects on such crises, making them important tools for PR professionals to use in the future.
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Authenticity in Political Campaigns: Fetterman vs. Oz
The Fetterman-Oz Senate race introduced a time of political campaigns where authenticity and humor became powerful tools. Fetterman’s strategy, given his health issues following a stroke, relied heavily on social media, humor and memes to maintain voter engagement. Reynolds (2022) writes, “In Pennsylvania, Fetterman has faced scrutiny for his decarceration policy and his controversial votes on the state parole board (Reynolds, 2022). In addition, VanSlette (2023), writes:
Once he won the primary, he had to shift because he could no longer be on the campaign trail, as he traditionally would, until he started to recover. So we turned to a lot of these digital platforms to be able to convey a message, to continue to reach people, and to continue to reach a broad audience. (VanSlette, 2023, p. 13).
His success shifted the nature of political communication where candidates must adapt to digital platforms to stay connected with their audiences. The Fetterman vs. Oz case teaches society that authenticity resonates with voters in a time of digital campaigning, where reliability often trumps traditional political personas. Candidates who present themselves as genuine, using humor and personal stories, can establish a strong connection with their supporters.
Incivility and Customer Relations: Ryanair’s Transformation
Ryanair’s case study serves as a lesson in the risks of neglecting customer relations. The airline faced backlash over poor customer service and a combative public image. The case demonstrates that while incivility may generate short-term media buzz, it can irreparably harm customer loyalty and brand equity. Cooper writes:
The crisis had effectively grounded the Always Getting Better repositioning of the brand. O’Leary had long treated rows as part of a game he controlled. He believed there was no such thing as bad publicity, or at least nothing that couldn’t be solved by a quick seat sale. (Cooper, 2018)
In addition, Vanslette and McClain (2018) write, “by bringing their customer service efforts in line with their competitors, Ryanair was able to boost sales and increase profits” (Vanslette & McClain, 2018, p. 49). Ryanair’s shift to the “Always Getting Better” initiative shows that brands built on provocation can recover by addressing consumer complaints and pivoting toward civility. Ryanair’s case remains relevant in a competitive market where customers demand value and respect. It reinforces the idea that sustainable success requires not only strategic communication, but a commitment to positive engagement with the public.
Empathy in Crisis: United Airlines’ “Re-Accommodate” Debacle
United Airlines’ handling of the violent removal of Dr. David Dao from a flight offers a stark lesson in crisis communication. The company’s initial response, which focused on defending its actions, was met with public outrage. However, the eventual shift to a more empathetic approach, where United acknowledged the severity of the situation, was a turning point. According to “Flying the Unfriendly Skies: Coffee, Tea or a Savage Beating” (n.d.), the crisis shows that “the United CEO Oscar Munoz using the word, ‘re-accommodate,’ which sparked a firestorm of criticism and internet memes (Flying the Unfriendly, n.d., p. 178). The incident showcases the need for transparent, empathetic communication during a crisis. Companies must avoid focusing solely on procedural matters and instead prioritizer human safety, security and environmental protection to maintain trust. In today’s social media-driven world, where reputations can be tarnished in an instant, fostering empathy and emotional intelligence in crisis communication is important.
Relevance to Public Relations
These cases reflect fundamental principles that PR professionals should embrace: proactive communication, authenticity, empathy and adaptability. Whether dealing with public health crisis, political campaigns, customer relations or corporate debacles, the strategies employed in these cases demonstrate how critical it is to maintain trust, engage with audiences meaningfully and respond to challenges swiftly. For PR professionals, the key lesson is clear: effective crisis management is not about mitigating damage, but about turning adversity into opportunity through community that is transparent, empathetic and authentic. By studying these cases, PR professionals can understand how to navigate the complexity of modern PR in a rapidly, evolving media landscape. The insights from these cases will continue to be relevant as new crises emerge, reinforcing the importance of strategic communication in all fields of PR.
References Section
Aylesworth-Spink, S. (2016). Protecting the herd: An analysis of public relations responses to the 2015 measles outbreak originating at Disneyland and Disney California Adventure Park. Case Studies in Strategic Communication, 5, 191-219. Available online: http://cssc.uscannenberg.org/wp-content/uploads/2016/08/v5art10.pdf
Cooper, M. (2018, September 22). Inside Ryanair: Michael O’Leary’s making of a “nicer” airline. The Irish Times; The Irish Times. https://www.irishtimes.com/culture/books/inside-ryanair-michael-o-leary-s-making-of-a-nicer-airline-1.3634667
Flying the Unfriendly Skies: “Coffee, Tea, or a Savage Beating” (n.d.) 175-189.
Reynolds, N. (2022, October 8). How a Fight Over Crime Stats Might Bleed Into the Fetterman, Oz Race. Newsweek. https://www.newsweek.com/how-fight-over-crime-stats-might-bleed-fetterman-oz-race-1750054
VanSlette, S. (2023). Trolling and sick burns: John Fetterman’s winning social media strategy against Mehmet Oz in the 2022 Pennsylvania Senate campaign. Case Studies in Strategic Communication Journal, 8 (2167–1974), 1–15.
VanSlette, S., & McClain, M. (2018). The case of Ryanair: Demonstrating the benefits and the limits of incivility. Case Studies in Strategic Communication, 7, 36-55. https://cssc-ojs- utexas.tdl.org/cssc/issue/view/7