United’s Apology—You Need to Get It Right the First Time

Like many frequent United travelers, I received a note via email from United Airlines CEO Oscar Munoz on April 17. In my forthcoming book, Brand Under Fire, I describe the… Read More

When You Mess Up, Fess Up

In my forthcoming book on crisis management, I describe the six stages of crisis. This week United Airlines went from Stage 4, “Escalating Flow of Events,” to Stage 6, “Bunker… Read More

The Power of Narrative

United Airlines made a strategic hire recently—Chief Storyteller. Dana Brooks Reinglass, a former producer at Oprah Winfrey’s Harpo Studios, will fill the new position at the airline and manage a… Read More