Don't make a reputation crisis worse through poor communication

Bonza might have used cheery ockerisms in its branding, but the airline’s “Gday” is ringing hollow now for the passengers out of pocket and staff stood down after the appointment of voluntary administrators. ?

In a business-crippling situation, events move rapidly – but leaders must ensure they’re communicating clearly and authentically with everyone affected.

In this case, it’s reported Bonza staff learned via the media that administrators had been appointed.

How businesses and their leaders communicate under extreme pressure often determines the extent of reputation damage and whether fractured relationships can be rebuilt.

Bonza might gather the funds to fly again in the future – that remains to be seen. But broken trust with employees and passengers can be hard to heal.

What can leaders learn from Bonza?

1. Even when the news is difficult and the outcome is uncertain, communicate early and don’t sugar-coat the message.

2. Make it your mission to tell your team first, even if that’s only a matter of minutes before the story hits the airwaves.

3. Plan for these situations – even if the details are different to your risk scenarios. Have a communication protocol in place and stick to it.

In the Credible Leader series, Dr Neryl East shares her take on the credibility of leaders in the spotlight. Neryl is a speaker, facilitator and adviser who helps organizations develop credible leaders and connect teams.

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