After losing a significant amount of business (the CEO recently described the company as, "Technically bankrupt") following the two tragedies in six months, the airline is ultimately hoping to reach new investors who will help it to rebuild and who will restore faith in the company.
Global PR firm Ketchum, which was drafted in to handle strategic comms when MH370 went missing, will continue to support the airline throughout its rebrand.
UK-based travel PR expert PCC, which has been working with Malaysia Airlines since 2012 will also remain with the brand.
Even in 2012, Malaysia Airlines was suffering losses, and, as a consequence, it was asked to submit a five year plan to the Malaysian government.
Sometimes, external influences with the potential to wreak havoc on a brand’s reputation are unavoidable.
In this situation, even the most highly-skilled communicator or reputationmanager is limited in what they can do to prevent their organisation from unwanted public and media attention.
Natural disasters, wars, humanitarian crises and freak accidents are among those that can create a ripple of destruction with the potential to damage a brand’s reputation in the long term.One brand that has undergone more than its fair share of bad luck recently is Malaysia Airlines.Following the disappearance of MH370 and the shooting down of MH17, and the many lives lost as a consequence, the airline is now in a position where it must carefully choose which direction to take as it moves forward.Malaysia Airlines initially came under criticism for the way that it handled the MH37 incident.Though its response to MH17 was much better advised, it cannot afford to make any more mistakes in its brand communications.Malaysia Airlines has recently announced its intention to rebrand, giving some the impression that the company is trying to whitewash over its past.