Lessons Learned: How JetBlue Airways Used Apologia and New Media to Survive a Crisis---a Case Study

This case study research focused on JetBlue Airways and their attempts to respond to a severe organizational crisis that was triggered by a storm in early 2007. Using Benoit's (1995) image restoration strategies as a framework, the study examined JetBlue's crisis communication strategies, including the use of an apologia strategy, to determine how effective they were in responding to the crisis. The study also explored JetBlue's use of newer media and communication technologies in their response to the crisis. The major findings showed that although JetBlue lacked a weather-related contingency plan and a fully developed crisis communication plan, they effectively used those crisis communication plan elements that had been developed and identified key elements of their ongoing public relations efforts that could be utilized in responding to the crisis. The organization's use of an apologia image restoration strategy, coupled with one of corrective action, appeared to be particularly effective. This study concluded that the use of apologia as an image restoration strategy in responding to crises can be a powerful tool in restoring an organization's image. In addition, today's media environment provides new opportunities for organizations to plan for and implement crisis communication strategies that are both practical and morally sound.