In 2007, JetBlue faced enormous criticism from the media and its customers after a Valentine's Day thunderstorm led to delays and cancellations. How did the airliner navigate the disaster? In this instance students study communicating strategies developed from scientific research on the process of persuasion that can help brands recover from adverse publicity and regain their clients' trust.
Six examples exemplify a variety of activities - like the "come clean" response and "improve the aura" response - and instruct pupils the way to employ various communication frameworks.
PUBLICATION DATE: April 24, 2008 PRODUCT #: CU04-HCB-ENG
This is just an excerpt. This case is about COMMUNICATION
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