Document Type
Article
Publication Date
2025
Publication Title
Metamorphosis: A Journal of Management Research
Keywords
media framing, crisis responsibility, situational crisis communication, image restoration, reputation management, public condemnation
Abstract
In our globally connected era, organizational crises can unfold rapidly, demanding swift and effective communication strategies. Crisis communication, a critical aspect of public relations, can significantly influence an organization’s ability to navigate difficult times and maintain its reputation. This case study examines Boeing’s crisis communication and the company’s reputation management following the January 2024 incident where a door panel blew off an Alaska Airlines 737-9 MAX aircraft mid-flight. This article analyses two historical crises in comparison with Boeing’s initial communication failures, including delayed and inadequate responses that lacked transparency and empathy. It evaluates media coverage across traditional and social media platforms, revealing predominantly negative framing that highlighted safety concerns and eroded public trust in Boeing. The analysis applies crisis communication theories, particularly situational crisis communication and image restoration theory (IRT) to assess Boeing’s actions. Key findings include the amplification of the crisis through media coverage, and the lasting impact on Boeing’s reputation and financial performance. This article concludes with recommendations for Boeing to overhaul its management, re-evaluate supplier relationships, and prioritize transparent communication to rebuild stakeholder trust.
Funding Source
This article was published Open Access thanks to a transformative agreement between Milner Library and Sage Journals.
DOI
10.1177/09726225251316631
Recommended Citation
Apambila, D. S., Laadi, J. A., Asare, M. N. Y., & Edema, C. (2025). The Impact of Crisis History and Media Framing on Customers Perception in Business Management: A Study of Boeing. Metamorphosis, 24(1), 90-104. https://doi.org/10.1177/09726225251316631
Comments
First published in Metamorphosis: A Journal of Management Research (2025): https://doi.org/10.1177/09726225251316631
This article is distributed under the terms of the Creative Commons Attribution-NonCommercial 4.0 License (https://creativecommons.org/licenses/by-nc/4.0/) which permits non-commercial use, reproduction and distribution of the work without further permission provided the original work is attributed as specified on the SAGE and Open Access page (https://us.sagepub.com/en-us/nam/open-access-at-sage).