Skift’s coverage of the Air India crash is offered free to all readers.
After Air India Flight AI171 crashed minutes after takeoff in Ahmedabad on Thursday, the airline confirmed the tragedy on X about 50 minutes later. Since then, it has posted two video messages from CEO Campbell Wilson, set up help centers and helplines, and provided regular updates as the situation unfolds.
The airline’s communication on X has been important in countering any misinformation. In the early hours of Friday, Air India confirmed that the total number of passenger and crew fatalities in the crash was 241 out of 242 onboard, with the sole survivor undergoing treatment.
Here’s what Air India has done so far:
Messages From Campbell Wilson, Air India’s Optics
Since the crash, Air India shared two video messages by CEO Campbell Wilson.
In the first video message, posted about six hours after the crash, Wilson confirmed the accident and talked about the status of efforts from Air India. The message came at a time when media channels in India were speculating about the number of casualties in the crash, even as rescue operations were underway.
The video message, shot against a grey backdrop with Wilson dressed in a somber black suit, helped the airline set the tone. Air India also changed the colors of its website to black and white.
Wilson shared his second video message late Friday evening from Ahmedabad to give more updates on the situation and reiterate the airline’s support in the investigations.
Wilson’s video statement released Thursday shortly after the crash had striking similarities to the response from American Airlines CEO Robert Isom after the January crash of American Flight 5342 near Washington, D.C.
Air India did not immediately respond to a request for comment on the similarities. However, during tragic incidents like the Air India crash, airline CEOs tend to follow a similar format in their statements.
Airlines also pre-plan emergency responses to a range of scenarios. The International Air Transport Association recommends that airline crisis communications include templates for initial statements for an accident.
IATA also recommends that the CEO serve as the primary spokesperson when responding to an incident.
“In principle, the CEO should be the primary spokesperson after an accident if there is loss of life or serious injuries,” IATA’s best practices for the aviation industry guidebook reads. “Their involvement demonstrates that he/she has taken personal responsibility for overseeing the response and understands the impact on those affected.”
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