About the course

This course has been designed to help both existing and future airline professionals to understand and manage airline crisis communication. We will look at both “traditional” crises such as plane crashes, incidents or power outages as well as brand-focused crises caused by mistreated passengers, lost puppies and hacker attacks. The goal will be to give participants a complete overview of how a crisis develops and what steps an airline should take to prepare. To achieve this we’ll use real-life case studies to highlight best practices and common mistakes and include interviews with airline executives.

  • Understand how to communicate in a crisis

  • Evaluate your crisis readiness

  • Featuring case studies and detailed timelines from real airline crises

  • Provides a framework to understand airline crises

Course curriculum

  • 1
    Welcome module
  • 2
    Module 1 - Introduction: you are in trouble
    • The speed of crises - and why the golden hour no longer exists
    • TYPES OF CRISES: Crashes
    • TYPES OF CRISES: Brand focused crises
    • TYPES OF CRISES: Operational crises
    • Timeline of an airline crisis - a real-life example
    • The stages of a crisis from breaking news to brand reactivation
    • The personas of an airline crises, from trolls and family members to the stuck passenger phenomenon
  • 3
    Module 2 - Breaking news
    • Where will the news come from?
    • The importance of social media monitoring
    • Command centres and the link between communications and operations
    • Flight tracking websites
    • Internal escalation and verification
    • What happens when there's a mistake: TransaSia/TransaVia case
  • 4
    Module 4 - Responding to an accident/incident
    • EXERCISE: Craft an initial response to these two situations
    • EXERCISE ANALYSIS: Key elements to look for in your response + the real life stories behind the examples
    • A good response, learning from Emirates
    • The role of airports
    • Crash investigators and other authorities
    • Humanity and Leadership - Learning from Tony Fernandez and Air Asia Flight 8501
    • When the media focuses on an individual’s victim- Examples from QZ8501
  • 5
    Module 5 - Managing grief
    • Dark pages and going grey
    • Channelling grief and condolences - the Germanwings case
    • Information hubs and prolonged crises - lessons from MH370
    • INTERVIEW: Testing an airline readiness - a conversation with a SimpliFlying consultant
  • 6
    Module 6 - Reactivating the brand
    • A gradual reactivation - more lessons from Air Asia
    • Re-starting sales - more lessons from Malaysia Airlines
  • 7
    Module 7 - Responding to a Brand Crisis
    • EXERCISE: You just lost a puppy !
    • EXERCISE ANALYSIS: Key elements to look for in your response + the real life story behind the exercise
    • The logic of emotions, understanding the United Airlines / David Dao case
    • Honest mistakes - how US Airways successfully handled the accidental tweeting of an X-rated image
    • Spotting crises before they happen - and what a KLM crisis from 2013 can teach us about it
    • When an airline gets hacked
    • Trust issues - recovering customer trust after a major outage/problem
  • 8
    Module 8 - Responding to an Operational Crisis
    • CASE STUDY: how two Canadian airlines responded to a wildfire that closed an airport
    • How to handle unexpected strikes - Lessons from Avianca

Some of the featured case studies

  • United airlines
  • Malaysia airlines
  • Germanwings
  • Emirates
  • Air Canada
  • Avianca
  • Air Asia
  • WestJet
  • KLM

What else?

The SimpliFlying Global Institute guarantees a full refund if you are not satisfied with the course, once it's launched. Get smart or get your investment back. That's a win-win.
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What else?

Why choose the SimpliFlying Global Institute?

  • Attended by industry professionals

    This course has been developed directly from SimpliFlying’s Masterclasses that have been attended by over 1000 aviation executives from around the world.

  • Learn at your own pace for up to 90 days

    Once you have enrolled in a course, you can go through each lesson whenever and wherever. Accessible to you for 90 days.

  • Experienced SimpliFlying consultants

    Having worked with more than 85 airlines globally in the past ten years, we have selected the juiciest examples for every lesson.


  • Who is running the SimpliFlying Global Institute?

    The institute is run by SimpliFlying, a consulting company specialized in aviation marketing and communication with over 10 years of experience in the industry. The courses are taught by our consultants and selected industry specialists.

  • Should I take this course?

    Certainly. In fact, this course has been attended by over 1000 airline marketing executives before you in the form of a SimpliFlying Masterclass.

  • I've attended your masterclass before. Is there any point in me taking this course?

    Aviation is a fast-changing industry and we keep our courses constantly updated for this very reason. If you have taken a masterclass within the past year you might not need it but if more time has passed we suggest you do.

  • I want to buy it for my team. Is there a group option?

    If you are interested in a team package we have some options available depending on team size and on your requirements. You can reach out to us for more information at training@simpliflying.com.

  • I signed up, what happens next?

    This course is under construction and will become available on the 1st of February 2019. As soon as the course is available you will be able to start the lessons.

  • Why should I sign up now if the course isn’t available yet?

    To save money! Anyone who signs up before the course becomes available has access to our special 99 USD launch price.

  • Once I start the course, how much time do I have to complete it?

    90 days.

  • What types of payment are accepted?

    We accept credit card payments using PayPal and Stripe.

  • What is your refund policy?

    We take great pride in the quality of our courses -- and, your satisfaction is our goal. If for any reason you are not completely satisfied with the choice, you are eligible to receive a refund at any moment.