The Scoop: American Airlines’ response shows speed, restraint

The aviation industry was thrust into crisis mode earlier this week when an American Airlines regional passenger jet collided in midair with a military Black Hawk helicopter Wednesday night in the Washington, D.C. area.

With 67 deaths total – 64 on the jet, three in the helicopter – made the incident the deadliest in the United States in almost a quarter century.

The plane was approaching a runway at Ronald Reagan Washington National Airport when the in-air collision happened just before 9 p.m. Eastern Time. By 10 p.m., American Airlines had posted its first update with the basics about the situation –  identifying the flight, its point of origin, where it was heading and the type of plane involved.

It also specified it was working with “authorities and assisting with emergency response efforts.” There was also a toll-free hotline for those who believed loved ones were on the plane.

At 10:55 p.m. American Airlines CEO Robert Isom – wearing a zip-up sweater with button-up shirt on his way to the airport – provided a video update.

“I want to brief you on a serious accident that occurred involving an American Eagle aircraft,” Isom said in the opening of his nearly 3-minute video. “First and most importantly, I’d like to express our deep sorrow about these events. This is a difficult day for all of us at American Airlines, and our efforts now are focused entirely on the needs of our passengers, crew members, partners, first responders along with their families and loved ones. I know that there are many questions, and at this early stage, I’ll not be able to answer all of them, but I do want to share the information I have at this time.”

He made a similar update at 4 p.m. Thursday. The video provided a little detail about those involved, including the fact the National Transportation Safety Board was now leading the investigation.

“​​Nothing is more important than safety in our business, it’s a responsibility that every American Airlines team member and aviation professional takes very seriously,” Isom said in that second message

Why it matters: There’s still a lot we don’t know about this horrible tragedy – and in many ways that reflects the restraint displayed by American Airlines and other organizations involved.

American Airlines provided the basics of what they knew – the who, what, where and when – but didn’t delve into the “why” as it would have been based solely on speculation.

It also provided resources to those affected and gave them a place to go to find real-time updates.

Some social media users criticized Isom’s choice of attire in his video – “Dog if I die in one of your planes you gotta put a tie on, don’t mourn me in performance fleece,” one person tweeted, drawing nearly 80,000 likes and other comments. But overall, his comments were spot on. And while likely unintentional, the fact he was wearing a more dressed-down look – and what appeared to be the same outfit for two straight days – shows that he wasn’t wasting time getting camera ready. His focus was on the work and getting people the info they needed.

Isom also made sure to tip his cap to his staff in his comments, noting that “American has 1000s of flights in the air today, and more than ever, the professionalism that distinguishes our team on the ground and in the air is on display.”

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Casey Weldon is a reporter for PR Daily. Follow him on LinkedIn.