There are times in which no one can put a positive spin on the story and the

There are times in which no one can put a positive

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have been given. There are times in which no one can put a positive spin on the story, and the publicity will ultimately leave the company in a worse position. These situations often arise due to company employees being implicated in activities that are socially tabooed or incriminating videos that show malpractice or injustice. Back in 2017 for example, a United Airlines employee was videotaped brutally beating a passenger in order to get him out of his sate and off the plane. The incident resulted from the flight being over booked and the staff having to remove people so that the plane could take off. This video quickly spread across social media, and I guarantee that you would have been hard pressed to find someone that didn’t find United Airlines at fault for this incident. The behaviour of their employee created an enormous amount of bad publicity that negatively affected the company for months to come. Nobody wants to fly with an airline that treats their customers that poorly and as a result the public began to perceive United Airlines as lower quality. The company also incurred monetary loses, with their stock plummeting an estimated $255 million of the company’s market value (Shell, 2017).
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  • Winter '14
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  • United Airlines, Papa John, John Schnatter

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