Delta CEO Interview After Crash Focuses on PR and Safety
/After a Delta flight flipped with 76 passengers and 4 crew members, CEO Ed Bastian interviewed with CBS News and focused on defending the company and the safety of air travel. The situation was particularly dramatic because it was on video, in flames at first, and then upside down with people exiting. It is miraculous that everyone survived the ordeal.
The interview began by asking Bastian what went wrong, and he responded, “Before I get to your question, Chris, I want to express my deep…” I thought he would first express compassion for those affected which is typically how crisis communication statements start. Instead, he complimented the crew, immediately protecting the company by defending their actions as well as emphasizing the Endeavor operator to distance the Delta brand. He then talked about “the safety embedded in the systems,” including extensive training. At least he didn’t say, “Safety is our top priority.”
At 2:33 into the 5:49-minute video, Gayle King finally asks about the video showing the flipped plane. To add drama, she asks about Bastian seeing the plane with the Delta logo. This is his chance to talk about his feelings. Again, he says, “Safety is embedded in our system,” and talks about the training and preparation. Then she asks about the Trump Administration cuts, and Bastian says the cuts are minimal and don’t affect them.
Bastian says, twice, that flying is the safest way to travel. Students could count the number of times he says versions of “safe.”
In the video, he says not a peep about the trauma people endured, which might be nice for the CEO to acknowledge regardless of the cause.
