Brand image damage control…

Jet Blue's Quick Response

to Snafu a Lesson for All

Jet Blue is getting a lot of well-deserved positive press for the way it responded to a breakdown in its infrastructure that left passengers stuck and seething.

CEO David Neeleman bit the bullet and fessed up to J.B.s foul up. While a lot of top guns would have talked things to death he acted quickly. He sent out a formal apology letter and a video address. What’s more he posted both to their Website, ran the letter in The New York Times, posted the video on You Tube, and emailed his customers.

He not only apologized, but also promised that it would never happen again and backed up his words with a Bill of Rights that explains what compensation customers can expect in the future for delayed or cancelled flights.

Laura Ries, president of the marketing strategy firm, Ries and Ries, was quoted in DM News as saying, “‘We’ll do it like Jet Blue’ is bound to be the rallying cry of future brand leaders.”

Fast Brand Damage Control

A quick response (not a knee jerk) to the problem is a good strategy for containment and correction. Despite one blogger’s snarky headline about Jet Blue Groveling on You Tube, the response was speedy, and effective. It was also, I believe, the first time a CEO has used the new social media to look viewers in the eyes and apologize.

Tip for The Little Guy

I know what it’s like to work with companies that won’t admit they have a problem until it’s too late. As Grandma used to stay, “When the feces hit the fan, be ready young man.” She was right. Every business, whether it sells a product, service or idea, can get clobbered with a big or little PR disaster. If it happens, “No comment,” can be one of the dumbest comments made.

If you're ever hit with a problem, take a tip from Jet Blue. Okay. You can’t afford a page in The Times. But you can post a video on You Tube and promote it. And you can do a blog that tells your side of the story and (if you goofed up) what you’re doing to make certain it doesn’t happen again.