Hey there, 

Emma here 👋🏻, 

Boeing's Blunder: A Masterclass in What NOT to Do

Boeing’s PR team must be exhausted because, once again, they’ve been in the headlines for all the wrong reasons. After multiple 737 MAX incidents, including terrifying in-flight panel failures (yes, an actual panel flew off mid-air), Boeing’s response felt more like a robotic corporate script than a genuine attempt to reassure the public. What went wrong?

• They were slow to acknowledge the severity of the issue.
• Their CEO’s statements were vague and lacked urgency.
• They downplayed concerns rather than getting ahead of the problem.

End result? Plummeting public trust, increased regulatory scrutiny, and a whole lot of nervous flyers. This is a prime example of fault crisis communication being bad for business. (According to Forbes, BA stocks went from 37% in 2023 to -32% in 2024. Yikes.) 

The Other Side: Delta’s Decision to Own the Issue 

Now, let’s look at Delta Air Lines, which suffered a massive IT failure that caused over 7,000 flight cancellations and stranded 1.3 million passengers following the CrowdStrike incident last July. Sounds like a nightmare, right? But here’s the difference: Delta communicated quickly, clearly, and with accountability.

• Their CEO immediately addressed the issue, apologizing publicly and explaining exactly what went wrong.
• They outlined clear steps they were taking to fix it.
• They didn’t dodge responsibility—they owned the failure and reassured customers they were working around the clock to resolve it.

While no one likes being stuck in an airport, Delta’s honest and transparent communication softened the blow and kept its reputation from plummeting. In fact, Delta's stock has experienced an all-time high closing price this month.  

So, What’s the IC Lesson Here?

When a crisis hits, you can either fuel the fire or put it out. Quick, transparent communication builds trust—even when things go wrong. Trying to spin the story, delay the truth, or minimize the issue? That’s how you lose credibility (and customers). My takeaways:

• Own your mistakes—immediately.
• Communicate like a human, not a corporate machine.
• Outline a clear “here’s what we’re doing” plan.
• Remember: silence and denial only make things worse.

Next time your organization faces a challenge (big or small), take a page out of Delta’s playbook—not Boeing’s. Transparency wins every time.

Now, let's move on to this issue’s actionable resources to help YOU navigate tough conversations like a pro. (Hopefully, none will be as dramatic as in-flight failures!) 

Crisis or Not, Your Emails Need to Land Right

Clarity and impact matter to comms. In four power-packed sessions, this free Email Bootcamp will teach you how to:

• ✉️ Craft subject lines that grab attention (without the clickbait)
• 🎨 Design emails that get read (and acted on)
• 📊 Use analytics to refine your strategy and prove your business impact

Your comms can cut through the noise—whether it’s a regular update or a high-stakes moment. Join the Bootcamp and level up today.

Top Reads  

Learn Now—IC Masterclass Events

Looking to improve your comms strategies with an immersive workshop? Discover masterclasses in Sydney and Melbourne. 

Resources & Tools 

What You Need to Listen To 🎧

Hear from transformational marketing leader Norman Guadagno on the Aspire to Inspire Podcast as he explores communication's pivotal role in driving successful business transformations. Dive into the complexity of organizational change and the importance of transparency.

What You Need to Read📘

Need a playbook for handling internal crises? Discover a step-by-step guide on how to stop letting other people’s opinions, drama, and judgment impact your life with Let Them Theory. Free yourself from the cycle of trying to manage everything and everyone so that you can focus on your happiness—and save crisis energy for work fires. 

Discussions  💬    

Emma Fischer,
Content Marketing Manager