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International association for the measurement and evaluation of communication
Category: Best use of integrated communication measurement/research
Client/Entering Company: CARMA
Campaign title: Flight EK521 crisis report
Company Name: Emirates Airline
Emirates, the world’s largest international airline and a globally inspiring brand, faces a crisis of global proportions when flight EK521 crash-lands and explodes into flames at Dubai International airport in August 2016. The largest reputational threat the airline has faced in its history requires real-time monitoring and impactful analysis to guide a 24/7 global crisis communications effort. CARMA conducts the largest crisis measurement effort in its history and successfully provides Emirates with the insights it requires to manage the situation effectively.
Emirates Flight 521 is a scheduled international passenger flight from Thiruvananthapuram, India, to Dubai, United Arab Emirates. On Wednesday 3rd August 2016, the aircraft carrying 300 passengers and crew crash landed at 12.45 local time. Emergency response successfully evacuated all 300 people on board, but an airport firefighter died during the rescue operation and another eight were injured; 24 passengers received minor injuries.
Emirates commissioned CARMA to ensure live monitoring of the event, key alerts throughout the crisis and two reports for senior management analysing coverage about the incident; objectives included:
CARMA’s monitoring team initiated a global, real-time monitoring across social and traditional channels, providing hourly alerts to the client, including rapid translations from dozens of languages.
To ensure strong targeted monitoring, CARMA focused on key international media (especially broadcast and social) which would drive reputational factors; target lists of key influencers were rapidly created, especially in markets where passengers were from in general, and India (where the flight originated), Dubai (Emirates’ home base) and key transport/tourism/aviation/air safety influencers.
Analysis was driven by a focus on two factors: Reputational impact and communications effectiveness.
Multi-faceted crisis reporting was shaped to deliver real-time alerts from global sources, curated media analysis every hour on the CARMA Insight portal, key reputational analysis every four hours and two comprehensive executive reports designed for senior management.
Monitoring (key highlights)
Analysis (key highlights)
Reporting (key highlights)
CARMA’s live alerts, curated dashboard, human-coded analysis, sector-expert reputational impact reports and two executive management reports, ensured consistent, simplified and impactful reporting of key insights to Emirates:
*“The CARMA team truly felt like an extension of the Emirates Public Relations team during the EK 521 incident through their proactive approach to monitoring and analysis. The team’s responsiveness helped us stay on top of the volumes of media coverage, especially during the first 24 hours.
CARMA also consistently delivered integrated monitoring and analysis in the days that followed to help us make sense of the global news coverage that was spread across multiple mediums (TV, radio, print, online). This helped us adapt our communications, and provide informed recommendations to internal stakeholders.”
* – Valerie Tan, Vice President Public Relations, Social Media & Internal Communications, Emirates Airlines
– Monitoring of all media (social, web, broadcast, print) globally and in numerous languages
– Assigning 35 monitoring executives to human filter global content capture
– Identifying fake news, false statements and rumours in real time
– Conducting hourly media content analysis for 48 consecutive hours
– Deploying the Sector Expertise Model at CARMA with our aviation expert in Europe providing reputational analysis to Emirates every six hours
– Focusing on reputational analytics and long-term impact on Emirates
– Integrating social media findings and alerts within the Emirates CRM/helpline workflow
– Working closely with senior Emirates executives in the middle of a crisis
Flight EK521 crisis report – extracts from the two analysis reports
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