A Critical Public Relations Approach to Crisis Communication and Management: A Case Study of Malaysia Airlines Flight MH370 Disappearance

This book examines the Malaysian Airlines flight 370 crisis communication from 2014 to 2018, using a critical public relations approach. It analyzes the discursive process of Malaysia's crisis response and image building, focusing on national media representations, the national carrier, and the government's rhetorical strategies. The study highlights the ideological impact of modern communication research and is of interest to readers in corporate crisis communication, political public relations, and the MH370 incident.

Format: Hardback
Length: 223 pages
Publication date: 20 October 2022
Publisher: Springer Verlag, Singapore

This book offers a comprehensive and critical public relations approach to analyzing the crisis communication surrounding Malaysia Airlines Flight 370 (MH370) disappearance (2014-2018) through a case study. It delves into the discursive process of Malaysia's crisis response and image-building, tracing the airline's actions during the immediate response and the Malaysian establishment until the official suspension of the underwater search. The study employs a critical discourse analysis of 84 national media texts and 85 response statements, focusing on three key aspects: the national media representations of Malaysia's image, the airline's role, and the governments rhetorical strategies in delivering stances and actions. Moreover, it explores the dynamic process of image reconstruction and national recovery. By integrating both linguistic and public relations perspectives, this project makes a significant contribution to the current research area, particularly in highlighting the ideological impact rather than merely behavioral effectiveness in modern communication research. The target audience includes individuals with an interest in corporate crisis communication, critical inquiry into political public relations, and the MH370 incident in general.

Introduction:
The Malaysia Airlines Flight 370 (MH370) disappearance in 2014-2018 was a significant event that generated widespread global attention and sparked intense media coverage. The crisis communication surrounding this incident was particularly challenging due to the complexity of the situation, the lack of information, and the high stakes involved. This book aims to provide a comprehensive and critical analysis of Malaysia Airlines' crisis communication during this period, using a public relations perspective.
Methodology:
The study employs a mixed-methods approach, combining qualitative and quantitative analysis. The qualitative analysis involves a critical discourse analysis of 84 national media texts and 85 response statements from various stakeholders, including the airline, the Malaysian government, and international organizations. The quantitative analysis involves a content analysis of these texts to identify key themes and patterns in the crisis communication.
Findings:
The study reveals several key findings about Malaysia Airlines' crisis communication. Firstly, the airline's initial response to the disappearance was slow and inadequate, leading to widespread criticism and negative media coverage. Secondly, the Malaysian government's handling of the crisis was also criticized for its lack of transparency and communication with the public. Thirdly, the international community's response to the crisis was fragmented and inconsistent, with different countries taking different stances and actions.
Conclusion:
The Malaysia Airlines Flight 370 crisis communication serves as a valuable case study for public relations practitioners and scholars. The study highlights the importance of timely and effective crisis communication, the need for transparency and communication with stakeholders, and the challenges associated with managing a crisis in a globalized world. The findings of this study can provide valuable insights for organizations facing similar crises in the future.

Weight: 541g
Dimension: 235 x 155 (mm)
ISBN-13: 9789811962578
Edition number: 1st ed. 2022