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Brand-Centered Communications Management in Crises Attributed to Mental Health Issues. The Case of the Germanwings Disaster

Journal of Leadership and Management

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Title Brand-Centered Communications Management in Crises Attributed to Mental Health Issues. The Case of the Germanwings Disaster
 
Creator Priovolos, George; Department of Marketing and International Business, Hagan School of Business,
Iona College, USA
Maher, Vincent F.; Department of Management and Health Care Management, Hagan School of Business,
Iona College, USA
Maher, Elisabeth; Department of Psychiatry
Westchester Medical Center, Valhalla, NY
 
Description Recently, the alleged Germanwings airline pilot suicide/mass murder incident has sparked academic and industry interest in the relationship between mental illness, work, and company management.  While much of the early discussion focused on the direct and indirect (“hidden”) costs of mental illness to organizations and society as a whole, attention appears now to be shifting towards developing appropriate strategy and tactics to manage mental health issues at work from a Human Resources perspective. This paper identifies several problems in the Lufthansa/Germanwings crisis communications management approach, which appear to have exacerbated – instead of alleviating – the negative effects of the disaster on their business reputation and brand. Then, based on the lessons drawn from a review of the related literature, the authors make a number of recommendations on how to strategically manage business communications during similar crises attributed to mental health issues and – in the long-run – frame the debate in a manner that will allow organizations to successfully bridge the gap between their “wounded” (actual) and desired corporate brand images.
 
Publisher Institute of Leadership in Management
 
Contributor —
 
Date 2016-03-10
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
Peer-reviewed Article
 
Format application/pdf
 
Identifier http://leadership.net.pl/index.php/JLM/article/view/87
 
Source Journal of Leadership and Management; Vol 1, No 7-8 (2016): Journal of Leadership and Management
2391-6087
 
Language eng
 
Relation http://leadership.net.pl/index.php/JLM/article/view/87/63
 
Rights Copyright (c) 2016 Author & JLM
http://creativecommons.org/licenses/by-nc-sa/4.0