Evaluate the performance of China Eastern Airlines in this public relations crisis.

Judging from the development process of China Eastern Airlines' "return flight" incident, China Eastern Airlines was in a passive state from beginning to end, so that the media doubted its authenticity as soon as China Eastern Airlines spoke, and as soon as China Eastern Airlines repeatedly "declared", public opinion doubted its purpose, which eventually turned the crisis into a terrible crisis of public trust in airlines.

We will not comment on the causes of the incident, whether it is labor disputes, the professional ethics of pilots or poor internal management of the company. Instead, it objectively evaluates several mistakes made by China Eastern Airlines in crisis public relations with the 5S principle, which is helpful for all sectors of society to take a warning.

1, violating the principle of taking responsibility.

At the first time, China Eastern Airlines suspected that human factors caused the return flight, but in order not to affect the flight, it released the "weather reason theory" to the public. This is a short-sighted statement and a statement that completely ignores the interests of the victims. After the incident, the media and the public focused on "how can China Eastern Airlines give a reasonable explanation to the victims to safeguard the interests of the parties". However, China Eastern's statement clearly runs counter to this. Once the statement was released, it caused unanimous opposition from experts, media and passengers. China Eastern Airlines admitted the existence of "human factors" under the great pressure of public opinion constantly exposed by many media. It is irresponsible to try to downplay the man-made event "nature" into irrelevant "returning due to weather" on the grounds of weather. This behavior of covering up the facts and shirking responsibility, as well as the unreasonable compensation standard formulated by China Eastern Airlines without authorization.

In fact, after the crisis, what the public wants is the sincere and responsible attitude of enterprises, not the lies of enterprises. As soon as China Eastern Airlines analyzes the reasons for its indefensible, it should take the initiative to take responsibility, apologize to customers immediately, appease passengers, and take appropriate actions to effectively safeguard the interests of passengers in order to calm their "grievances".

2. It violates the principle of sincere communication.

In the whole incident, China Eastern Airlines never took the initiative to communicate with the media and the public. In the public's suspicion and distrust, he has been prevaricating the public, not fully explaining the truth, and finally pushed himself to the forefront of public opinion, making the China Eastern Airlines incident turn into a crisis of public trust. After the incident, China Eastern Airlines should immediately apologize to the public, actively tell the public the truth, give the public a reasonable commitment, always maintain active communication with the media, and make all progress transparent, so that the public can feel the sincere attitude of China Eastern Airlines. Actively guide the positive reports of the media, let nature take its course, and stop the spread of negative information to the maximum extent, so as to get the public's understanding, get rid of the shadow as soon as possible and reshape the corporate image.

3, against the principle of speed first

After the crisis broke out, although China Eastern Airlines "acted decisively and responded quickly", it made up a lie about "weather reasons" at the first time, failed to apologize to passengers at the first time, established contact with the media and controlled the situation, which made the crisis spread widely and missed the best crisis public relations opportunity. It is this "decisive and quick response" that has laid a deep curse for China Eastern Airlines.

China Eastern Airlines should apologize at the first time, invite the media and tell the public frankly in order to get the public's understanding.

4, against the principle of system operation

In the whole incident, China Eastern Airlines did not take the initiative to communicate with the media, did not guide the unfavorable public opinion in a favorable direction, and let the media report at will, without paying attention to this or that, resulting in the image of China Eastern Airlines plummeting.

The correct way is to be responsible for the passengers, show their mistakes, actively communicate with the media, the public and authoritative organizations, and strive for time to solve the crisis.

5. Violation of the principle of authoritative confirmation.

As the "shattered glass" of China Eastern Airlines, its behavior will not be understood and supported by any authoritative organization. Moreover, when it claimed that there was no collective destruction of evidence, it did not invite the corresponding professional institutions and experts to confirm and speak, while China Eastern Airlines itself said that it was "defending" itself.

Obviously, in dealing with the "collective return flight" incident, China Eastern Airlines used very low-level public relations means, and did not refer to or follow the 5S principle of crisis public relations. This paper analyzes the crisis public relations of China Eastern Airlines through the 5S principle of crisis public relations, and reveals the pale public relations ability of China Eastern Airlines.