On Wednesday night, United Airlines grounded hundreds of flights across the country due to what it called a “technology issue.” The phrase was vague, the details scarce, and the response — like many planes — was delayed.
While United has since restored operations, what lingers in the public consciousness isn’t just canceled flights. It’s confusion, frustration, and a perception that United once again failed to lead with transparency during a crisis.
Let’s be clear: technology fails. It happens to airlines, hospitals, banks, and every modern business. The real failure here wasn’t the outage — it was the messaging. And in crisis communications, perception is reality.
What United Got Wrong
- Vague Language: Calling it a “technology issue” without further context created an information vacuum. Was it a software bug? A cybersecurity event? A safety threat? Passengers, media, and the public were left to guess.
- Delayed Clarity: The first signs of the problem began around 6:12 p.m. ET. But for hours, information trickled in slowly, leaving travelers stranded with little understanding of what was happening or why.
- Reactive, Not Proactive: By the time the public heard from the FAA and the Secretary of Transportation, the airline had already lost control of the narrative. United’s CEO should have been first to speak, not last.
- No Visible Leadership: In the midst of growing anxiety at five major airports, there was no direct address from United’s executive leadership to instill calm, explain the issue, or assure the public they had a plan.
What United Should Have Done
1. Own the Narrative from the Start
Within minutes of the issue emerging, a statement should have gone out from United’s communications team — even if limited in detail — acknowledging the problem and committing to transparent updates.
2. Elevate Leadership
United CEO Scott Kirby should have delivered a video or live statement explaining the situation with empathy and authority. In moments of crisis, people want to see a face, not a press release.
3. Explain the Impact in Human Terms
Tell people what it means for them. Will they get home tonight? Should they rebook? Offering practical advice and options early builds trust.
4. Keep the Updates Flowing
When information is scarce, frequency matters more than completeness. Even a simple “We are still actively working on the issue and will share more in 30 minutes” can go a long way toward calming public concern.
5. Show Accountability & Action
Even as the issue resolved, United should have announced an internal audit or investigation into what went wrong — and how they’ll prevent it in the future.
We manage crisis communications for organizations across the country — including airlines, credit unions, health systems, and high-stakes nonprofits. Our job is to anticipate the moment a crisis hits, control the narrative, and ensure trust isn’t lost when systems fail.
Crises aren’t won with perfection. They’re won with speed, transparency, empathy, and leadership — qualities that should be baked into every organization’s communication playbook.
The Bottom Line
This wasn’t just a tech glitch. It was a trust glitch — one that could’ve been prevented with a stronger communication strategy.
If you’re in the business of serving people — whether in the skies or on the ground — you need a plan for when things go wrong. Because in the heat of a crisis, your communication is your brand.
