Northwest Airlines' 1998 pilots strike.

Issues Advertising as Crisis Communication: Northwest Airlines' Use of Image Restoration Strategies During the 1998 Pilots Strike

The Journal of Business Communication, April, 2002, Volume 39, pages 193-219

Kimberly Cowden, Cowden Communications

Timothy L. Sellnow, North Dakota State University

Abstract

This study explores the use of issues advertising as a form of organizational crisis communication. Specifically, the study analyzes North- west Airline's (NWA) use of image restoration strategies in the issues advertisements it placed related to the 1998 pilots' strike. We conclude that issues advertising enabled NWA to be proactive in their attempt to reduce culpability for the strike. The evidence also suggests that NWA was able to retain passenger volume but failed to maintain investor confidence. NWA's persuasiveness was limited by the decision to offer only pseudo-corrective action, an inappropriate attempt at separation from its pilots and a failure to account for the relationship history with employees. The study concludes that issues advertising campaigns can incorporate image restoration strategies, serve as part of an organization's crisis management plan, and provide essential information to internal and external stakeholders.