‘Boeing Makes the Biggest Mistake you can Make in Crisis Communication.’

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 Boeing published a full-page advertisement about the air crashes with the 737 MAX in major newspapers around the world. There were no apologies, except for ‘the inconvenience’. Worthless from crisis communication, but logical if you look at it with legal glasses, experts say.

Reputation expert and founder of the Reputation group Paul Stamsnijder has no right word to say about the advertisement, except that it has been decided to communicate something to the outside world. “Doing nothing is not an option in this situation either. Many people have died, and people see it as a pattern. It happened twice,” says Stamsnijder.

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