2 of 34

TABLE OF CONTENTS

Understanding the problem and audience

Develop and pretest messages

SEt communication goals

Select activities and channels

Identify intended audiences

Develop an action plan

Develop and pretest materials

Implement, evaluate, and modify plan

3 of 34

Understanding the problem and the audience

4 of 34

What happened?

On May 20-21, 2024, Singapore Airlines Flight SQ321 experienced severe turbulence over Myanmar, resulting in the death of Geoff Kitchen and injuries to 104 passengers.

5 of 34

Problem Understanding

A severe turbulence incident on Singapore Airlines Flight SQ321 caused one fatality and numerous serious injuries.
There is public concern regarding flight safety and turbulence-related risks.

6 of 34

The audiences

Secondary audience

Passengers, potential customers, aviation safety authorities, and media.

Families of the passengers, airline staff, and the general public.

Primary audience

7 of 34

Desired Action

Our goal as the airline is to reassure passengers, address concerns, support those affected by the crisis, and demonstrate and enhance the airline's commitment to safety. We also want to inform and educate about the incident and the measures we have taken.

8 of 34

Set communication Goals

9 of 34

Short term goals:

Transparency and timeliness

Immediately after the incident, it is crucial to provide accurate and timely information to all stakeholders, including passengers, families, media, and aviation authorities.

Ensuring complete transparency about what happened during the incident, the steps taken to address the immediate aftermath, and the ongoing investigation is essential.

10 of 34

Short term goals:

Transparency and timeliness

Method:

Press releases
Updating social media channels, and providing direct communications to those affected
Providing dedicated Hotlines and Support

11 of 34

Long term goals

Restore and maintain public trust

Engage with the community

12 of 34

Ongoing goals

Regularly update and share information on safety procedures, both pre-flight and in-flight, to ensure passengers feel prepared and confident.

Safety procedure awareness

Develop educational campaigns to inform the public about turbulence, its causes, and how modern aircraft are designed to handle it.

Educate

13 of 34

Ongoing goals

Address common fears and misconceptions about flying through Q&A sessions with pilots, safety experts, and flight attendants

Safety workshop

Mitigate fear/anxiety

Collect feedback from passengers regarding their safety concerns and continuously use this data to improve safety communication and procedures.

Continued improvement

14 of 34

Identify intended audiences

15 of 34

Intended audience

Directly Effected: Passengers of Flight SQ321 and their families
Potentially Affected: Frequent flyers and potential customers of Singapore Airlines
Regulatory Bodies: Aviation safety authorities
Media: News outlets reporting on the incident
Internal Stakeholders: Airline employees and crew members

16 of 34

Develop and pretest messages

17 of 34

Messages

Safety is our top priority at Singapore airlines
We deeply regret the turbulence incident and are committed to supporting all affected passengers
We are implementing enhanced safety measures to prevent future occurrences

18 of 34

Pre-testing messages

Conduct focus groups with passengers who were on the flight to get their perspective and use surveys with the audience segments to gauge message effectiveness and clarity.
Use social media and internal communications platforms for feedback.

Objective: Broad Audience (Socials)
Clarity, Tone, Alignment to brand (Internal)

19 of 34

Select activities and channels

20 of 34

Channels and activities

Press releases

Social media

Website updates

Email newsletter

In-flight announcements, videos, etc.

Media briefings

21 of 34

Develop an action plan

22 of 34

Action plan

Immediate actions

Issue press release
Update social media channels
Coordinate with hospitals

23 of 34

Action plan

Ongoing actions

Regular communication updates
Media briefings and interviews
Educational digital content
Offer access to airline lounges

24 of 34

Develop and pretest materials

25 of 34

Developing and pretesting

Materials

Press releases and statements
Social media posts and graphics
Educational videos

Pretesting

Share drafts with internal stakeholders and a select group of passengers for feedback
Use a/b testing for social media posts to ensure effectiveness

26 of 34

Video - Developing & pretesting

Develop the Video Content
Conduct Pilot Testing
Analyze Feedback and Adjust

27 of 34

Implement, evaluate, and modify plan

28 of 34

Implement and modify plan

Implementation

Distribute communication strategy across all channels
Provide continuous support to those affected

Evaluation

Track metrics such as media mentions, social media engagement, and website traffic
Conduct surveys to assess public perception and confidence in Singapore airlines

29 of 34