Complex crises need less “managed” communication approaches.
In March 2014, Malaysian Airlines flight 370 disappeared on its way to Beijing. To this day, the fate of the plane has not been established. The tragedy of the aircraft’s disappearance was exacerbated by the images of distressed relatives, herded into hotels in Kuala Lumpur and Beijing, being drip fed information, initially via text message. The cold approach was ill-suited to the situation. The media also mixed with the relatives and some of them stormed a press conference desperate for information.