As the year winds down (gulp, how?) and we gather to reflect on what we’re grateful for this coming Thanksgiving, it’s natural to count the obvious blessings: growth milestones, successful launches, strong partnerships.
But in the world of business, there’s another kind of gratitude. One that is quieter, maybe, but just as meaningful. It’s the gratitude for reputations that endured after the storm. Because sometimes, the crisis does go viral. The headlines do hit. The social feeds light up. And the scrutiny is immediate and intense.
This year saw plenty of those moments across industries, where public missteps, tough calls, and reputational risks playing out in real time. But what stood out were the companies that faced the heat head-on, communicated with transparency, and stayed true to their values.
Instead of crumbling, they clarified. Instead of deflecting, they owned it.
And in doing so, they turned potential damage into trust-building moments.
We’re thankful for the reminder that a crisis going viral doesn’t have to mean reputational ruin. With the right response, it can even be a turning point. Here is one example of an organization that managed an extremely tough situation with grace, and what we can learn from them.
American Airlines: Transparency After the Blackhawk Crash
In the aftermath of the tragic Blackhawk crash over the Potomac, American Airlines found itself inadvertently pulled into a wave of misinformation. The rumor mill was spinning, with social media users speculating about AA’s involvement and drawing false conclusions based on grainy images and incomplete data.
Rather than retreat into silence, AA took a bold (and effective) approach: full transparency. Within hours, the company released a detailed public statement clarifying that none of its aircraft were involved. But they didn’t stop there. AA published flight logs, collaborated with aviation authorities to counter false narratives, and even shared security footage showing their aircraft safely grounded during the incident.
In a world that moves at the speed of Instagram (or TikTok, if that’s what does it for you), staying quiet can let misinformation win. AA’s willingness to meet the moment with facts, clarity, and accountability helped them avoid a reputational disaster. As a bonus it has also set a new standard for rapid response in aviation crises.
It leaves us with a lasting reminder that how a company responds says everything about its leadership.
Here are a few thought starters you can discuss at your next team meeting to help your leaders and team see how your business would handle near misses like the ones above:
- How would you determine whether to make a public statement or remain silent in the event of a crisis?
- What information would you share with the goal of being transparent in the wake of a crisis?
- What would you have done if you were in the shoes of the organizations referenced here?
Kith facilitates crisis preparedness workshops that will help your company attain the clarity, trust, and strategic speed you need to respond confidently – no dithering! – to any crisis. We’d be happy to have a conversation about how we can help your company be ready to chart an effective course to reputation protection.
Looking for more fresh insights? Crisis of the Month is a no-fluff Substack that breaks down real-world crises and what they teach us about leadership, communication, and damage control. Whether you’re in comms, ops, or just crisis-curious, this is your monthly guide to what went wrong — and how to do it better. Sign up today!
