The Impact of Crisis History and Media Framing on Customers Perception in Business Management: A Study of Boeing

In our globally connected era, organizational crises can unfold rapidly, demanding swift and effective communication strategies. Crisis communication, a critical aspect of public relations, can significantly influence an organization’s ability to navigate difficult times and maintain its reputation. This case study examines Boeing’s crisis communication and the company’s reputation management following the January 2024 incident where a door panel blew off an Alaska Airlines 737-9 MAX aircraft mid-flight. This article analyses two historical crises in comparison with Boeing’s initial communication failures, including delayed and inadequate responses that lacked transparency and empathy. It evaluates media coverage across traditional and social media platforms, revealing predominantly negative framing that highlighted safety concerns and eroded public trust in Boeing. The analysis applies crisis communication theories, particularly situational crisis communication and image restoration theory (IRT) to assess Boeing’s actions. Key findings include the amplification of the crisis through media coverage, and the lasting impact on Boeing’s reputation and financial performance. This article concludes with recommendations for Boeing to overhaul its management, re-evaluate supplier relationships, and prioritize transparent communication to rebuild stakeholder trust.