As we remember and mourn those who tragically lost their lives this week in Washington, D.C., we are reminded of how such events should be approached, communicated and processed, and, how they should not be.
American Airlines CEO Robert Isom was immediately visible and detailing events and information in real time, expressing “deep sorrow,” a focus on the passengers and their families and a pledge to provide additional information as it became known and federal officials investigated.
That empathetic, human approach was largely usurped in the headlines as a particular political figure instead opted to put forth opinions before facts and politicize the matter. You can add the word ‘trivialize’ as well as, when a reporter asked whether they would visit the crash site, they answered, “What’s the site? Water? Want me to go swimming?” This, as bodies were still being searched for and pulled from the Potomac.
In all my years in this business, including crisis communications for a major airline, I have never been more shocked and appalled. In times of tragedy and adversity, it is incumbent on leaders to lead, inform with facts, and reassure, not goad and speculate and confuse. Those who perished along with their families and colleagues deserve better as those qualified to investigate and determine causes and remedies do their job in the days and weeks ahead.