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- Title
Issues Advertising as Crisis Communications: Northwest Airlines' Use of Image Restoration Strategies During the 1998 Pilot's Strike.
- Authors
Cowden, Kimberly; Sellnow, Timothy L.
- Abstract
This study explores the use of issues advertising as a form of organizational crisis communication. Specifically, the study analyzes Northwest Airline's (NWA) use of image restoration strategies in the issues advertisements it placed related to the 1998 pilots' strike. We conclude that issues advertising enabled NWA to be proactive in their attempt to reduce culpability for the strike. The evidence also suggests that NWA was able to retain passenger volume but failed to maintain investor confidence. NWA's persuasiveness was limited by the decision to offer only pseudo-corrective action, an inappropriate attempt at separation from its pilots and a failure to account for the relationship history with employees. The study concludes that issues advertising campaigns can incorporate image restoration strategies, serve as part of an organization's crisis management plan, and provide essential information to internal and external stakeholders.
- Subjects
ADVERTISING campaigns; ISSUES management (Public relations); CRISIS communication; AIRLINE advertising; CRISIS management; DAMAGE control (Public relations); NORTHWEST Airlines Corp.; AIR pilots; AIR pilots' labor unions; INVESTOR relations (Corporations); PERSONNEL management; IMAGE reconstruction
- Publication
Journal of Business Communication, 2002, Vol 39, Issue 2, p193
- ISSN
0021-9436
- Publication type
Article
- DOI
10.1177/002194360203900203