While its 777 jet is missing and the world wonders what happened, Malaysia Airlines is smartly using a “dark” technique. Posting a fully functional website without any hint of celebration or commercialism.
It is stark and factual. Agnesday.com, a crisis communications website said, “All communications are published in both English and Chinese to accommodate the different audiences turing to this dark website for news and updates. Contact information is clearly displayed from every page of the dark website, which relinquishes the need to go searching for it.”
Malaysian Air also has a steady flow of announcements on Facebook and Twitter. And the airline has, on occasion released statements meant to show caring and compassion:
Malaysia Airlines’s CEO, Ahmad Jauhari Yahya, is doing a good job at communicating compassion and sincerity, not just through his words (both written and spoken), but by the way the airline has been taking care of the grieving families. In a crisis you have to do more than just say that you care, you have to show that you care, and Malaysia Airlines is doing a good job at this.