Malaysia Airlines Responds with Caution to #MH17 Tragedy in Ukraine

The company’s reputation took an expected hit during the ongoing narrative regarding flight MH370. The bad news culminated with a story about a text message sent to family members of the missing, and that story was amplified by several slightly misleading media reports that drove the larger narrative.

The company signed with Ketchum several days after the flight went missing. Its response to this tragedy closely mirrors its all-media response to the MH370 disappearance–yet the newer story is also very different in several key ways.

In this case, the airline responded very quickly on social media before the details of the case were even clear, both stating that it had lost contact with the plane and turning its profiles dark:

Malaysia Airlines has lost contact of MH17 from Amsterdam.