Case Study:

Crisis Management and Corporate Social Responsibility


Members of PRBI organizations are experts in crisis communication and can significantly reduce negative press for clients and replace it with positive perceptions via corporate social responsibility programs. One example is the case of an international aviation school that was facing negative press due to several accidents that had occurred. The school realized the strength of PRBI’s agency model, which leverages senior experience and boutique agency attention over a worldwide landscape.

The largest aviation academy of its kind sought help from Media & Communications Strategies in Washington, D.C. to combat negative media attention focused on recent incidents at the school. A secondary goal was to raise the school’s profile in the foreign and domestic aviation community. The client is one of the largest flight schools in the world, yet prior to Media & Communications Strategies and Geni-Plus (Beijing) and Decibel Blue (Phoenix) coming on board, they were not engaging in any active media outreach. The accidents occurred within a short period of time leading to intense media scrutiny.

Small PR Firms, Big Results

Media & Communication Strategies formed a team of PRBI members Geni-Plus and Decibel Blue to assist the client, employing its extensive knowledge in the aviation industry, as well as crisis communication industries to guide the client through this difficult time. Because of this company’s expertise in both aviation and crisis communication, they were able to act quickly and efficiently to counteract the scrutiny, combat the negative press coverage and place positive media stories about aviation safety in the client’s favor. The initiative was so successful that the client requested the short-term project agreement be reshaped into a long-term retainer.

Scott Sobel

Scott Sobel

MAC Strategies

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Vivian Li

Vivian Li

Geni-plus PR

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David Eichler
Diane Eichler

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