Ep. 95: Southwest's Linda Rutherford Discusses Facing A Crisis with Compassion and Action

Linda Rutherford, gives Mike and Gary a “behind the scenes” perspective on the challenges faced and on the ground strategies implemented during Southwest Airlines’ winter storm disruption. Decision making “in the fog of battle” is tough, and Rutherford offers clear advice for communicators looking to manage a crisis through uncertainty with compassion and action.  

Compassion and Action are two key components of crisis communication. Although communicators don’t have all the answers as a difficult situation unfolds, Linda Rutherford offers a realistic and compelling look into some of the “on the ground” efforts during the Southwest Airlines winter storm disruption.

• Following a crisis, Restore and Recovery are two key components. Linda discusses the focus on getting customers where they needed to be, and restoring confidence both for the short and long term.

• Southwest Airlines has been an airline committed to customer satisfaction for over 50 years. Following a crisis, building back trust is a high priority, but for companies that have goodwill “in the bank,” their resilience and signs of recovery are already evident. 

• As Southwest prepares for the upcoming Senate hearings,  Apologize, Acknowledge and Act guide their response.