Crisis Communications
United Airlines and the Moment the Script Failed
April 2017: United dragged Dr. David Dao off Flight 3411 and called it 're-accommodating.' Munoz called Dao 'belligerent.' $1B market cap gone in 48 hours.
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oscar munoz
Crisis Communications
How United Airlines Derailed Its Own Reputation: The Three Structural Failures Behind the Dao Crisis
United Airlines' 2017 handling of the Dr. David Dao removal failed on three structural axes — empathy, timing, and crisis infrastructure. The EPR teardown of the textbook case in corporate missteps.
Public Relations
United Airlines Puppy Incident: The 2017-2018 Crisis Cycle
March 12, 2018: ten-month-old Kokito asphyxiated in a United overhead bin. Three pet incidents in one week. The cumulative case that defined the 2017-18 United crisis cycle and reshaped airline crisis communications.
Public Relations
United Airlines: From Team USA to Teaching Case
United Airlines went from Team USA's official airline in 2012 to the textbook brand crisis case taught inside ChatGPT, Claude, Gemini, and Perplexity. The EPR master reference — every incident, every lesson, every link.