KTVU / Asiana Airlines PR Disaster

The crash of the Asiana Airlines flight that killed three passengers and injured about 100 others is unquestionably a tragedy.  Initial reports reveal that it could have been avoided. Most likely it was either pilot error or mechanical failure.  There are no other explanations.

But in the wake of the disaster, TV station KTVU announced the names of the “four pilots” of the aircraft.  And we all know that it was a hoax.  The names were a racially insensitive joke played on the station.

Asiana was quick to threaten legal action, saying the report by the station damaged their reputation.  They initially also threatened to sue the NTSB, but backtracked on that.  It is dangerous to sue the agency that can ground you with the stroke of a pen.

Then, a few days later Asiana backtracked again and said they will not sue KTVU, and for good reason.  They don’t have a case.

Defamation requires proving malice and clearly there was no malice in the TV station’s erroneous report.  Stupidity yes.  Malice no.

It is interesting that the airline would publicly consider a lawsuit against the TV station in light of the fact that their lawyers surely knew they didn’t have a chance.  Clearly this was a PR move, not a legal move, intended to divert attention from the real disaster.

Asiana has bigger problems than a joke played on them by a small TV station.  They are headed to defend a huge lawsuit by those killed and injured.

Which brings us back to KTVU.  While they are off the hook to defend against a lawsuit, they are not off the hook to explain to their viewers how the joke got on the air.  A simple apology, which they did immediately, is not the end of it.  A television station’s credibility is all it has.  Without trust that their reporting is accurate, they can’t and won’t be taken seriously.  This also applies to newspapers, magazines, digital reporting as well.

So there are PR losers on all sides.  Asiana must work to regain their passengers’ trust as does KTVU.  And the PR challenge of regaining customer trust is much more of a challenge than a lawsuit.