Pandemic-Induced PR Dilemmas Faced by Airlines: A Thematic Analysis of Spirit Airlines' Incident Response from USA

This study investigates the public relations (PR) challenges faced by the airline industry during the COVID-19 pandemic, with Spirit Airlines as a focal case. Using a mixed-methods approach, this study analyzes a dataset of 344 LinkedIn online reviews and digital reactions to an incident where a family was removed from a Spirit Airlines flight after their two-year-old child refused to wear a mask. The case study highlights the complex PR challenges airlines face in balancing public health protocols with customer relations during health crises. Through thematic and sentiment analyses, this research identifies gaps in traditional crisis communication models, advocating for empathetic, transparent strategies that align with pandemic-related sensitivities. It underscores the need for specialized staff training to effectively manage such crises. The findings suggest that conventional PR strategies fall short in addressing the multifaceted nature of pandemic-induced crises, calling for a shift towards human-centered communication and robust stakeholder management. This study contributes to the discourse on crisis communication in the airline industry, offering actionable insights for balancing public health responsibilities with customer satisfaction. It calls for a reevaluation of established crisis communication frameworks, urging future research to explore more inclusive and adaptive PR practices in response to health emergencies.