Reading Response 3
Jet Blue handled the crisis the best that they could considering the situation and man power that they had. The situation worsened and they dug themselves so deep that is why it took so long to recover, but I think they were making a strong attempt. However, do I think Jet Blue prepared for a crisis similar to this one, no! It was obvious that Jet Blue needs to take a more proactive approach in prevention. Although, it was looking at the weather and canceling/delaying flights, they did not go a step ahead and think what if the weather actually gets worse. It is hard to say whether or not Jet Blue handled the crisis in an ethical way. I think they did the best they could do considering the situation. I am at least giving them the benefit of the doubt. They are reimbursing customers and really acknowledging their mistake attempting to learn from it. I think that is a very honorable thing to do.
The readings this week covered the broad topics of professionalism,ethics, and communication. Each aspect is critical when a publicist or human resource department releases a press release or any statement. The research I found for the Jet Blue topic was a letter from Jet Blue's communications department. The letter displayed all three aspects very well. I really enjoyed reading the Luntz' 10 rules to great communication. I thought it was really interesting. His rules were simply, direct, and practical. I appreciated his approach and honesty. The business ethics case study of the Ford Pinto was astonishing. It is hard to believe that Ford knew about the problem, but they continued to produce the automobile. If anything I think overtime companies are beginning to realize how important credibility and reputation are to this business.
For the press release that I will write next week I definitely now have a stronger understanding of what it should contain. It needs to answer, what, why, and what is going to be done to change. While answering all those questions, I will need to follow Luntz 10 rules to communication, remain professional, and maintain high business ethics. I think if I do that then my documents will be credible and well received.
Comments
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I definitely agree with the fact that Jet Blue handled the crisis the best way they could. In the CEOs in which he apologized to the customers by owning up to his mistake and ensured them of even better service in the future. I think that the company is goining on right path they have been voted the number 1 airlines in the country due to their extraordinary customer service.
So the thing is that they have stood up to the things they asserted before.
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I agree with you when you say that giving the benefit of doubt, the company still handled the situation in an effective manner. They did try their best considering the situations around them. It isn't that they did not try. Apologizing as you said is honorable and when it is the CEO himself, I feel there is more respect involved. It is a big deal to even release the Customer Bill of Rights and apologize publicly. From the video it was clear that he was apologizing not just to get his company’s profit back, but he was genuinely sorry for what had happened.
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I agree that JetBlue was obviously not prepared for a situation of that caliber. I'm sure they had some idea in mind for how to handle bad weather and cancelled flights, but not for handling that many cancelled flights! But under the circumstances, I think they handled the situation to the best of their ability. And after it was all said and done, the CEO apologized very sincerely and took full responsibility for JetBlue's mistakes. By treating the crisis as a learning experience, I think JetBlue will be much better prepared to take on a similar situation in the future.
Ethics
I agree that many companies are now starting to realize that ethical behavior is more effective with customers ultimately. After the Enron scandals, their has been a renewed interest in corporate ethics, with many companies and business schools really emphasizing their importance. Some companies have even begun to sell their ethical image - you've probably seen the Suburu ad on television that talks about their 100% waste-free plant that also functions as a wildlife preserve (it's right here in Lafayette). This is a great example of a company that's trying to market themselves as ethical and responsible. I think many companies are trying this strategy as they realize that customers want a reliable and honest corporation.