EgyptAir appoints H&K to crisis management brief

WASHINGTON, DC: Middle Eastern airline EgyptAir has handed Hill and Knowlton a crisis management brief, ahead of the investigation report into the cause of last year’s crash of EgyptAir Flight 990 which crashed into the Atlantic Ocean.

WASHINGTON, DC: Middle Eastern airline EgyptAir has handed Hill and

Knowlton a crisis management brief, ahead of the investigation report

into the cause of last year’s crash of EgyptAir Flight 990 which crashed

into the Atlantic Ocean.



Controversy continues to surround the crash on 31 October, which claimed

217 lives. US authorities initially attributed it to the suicide of

co-pilot Gameel Batouti, but the Egyptian government has publicly

disagreed with this.



Dr Samir El Shanawany, the airline’s general manager for North America,

declined to comment. While H&K refused to discuss the assignment, its

budget or length of the contract with EgyptAir, senior managing director

Ed Belkin acknowledged that H&K had been retained by the airline, along

with two high-powered law firms.



Larry Smith, president of the Institute for Crisis Management, said H&K

must quickly develop a plan to restore consumer confidence and employee

morale.



’It’s particularly important for a company like EgyptAir to deal with

speculation,’ he said. ’The investigation has implied a number of

things, and it still has months to go.’



It is estimated that the National Transportation Safety Board and FBI

investigations of the crash have already cost more than pounds 10

million.



Smith said: ’When the report is complete, it will bring the story back

to the front pages TV screens,’ he said.



Smith cited the importance of clearly delineating the key audiences for

a PR push. A very public incident such as the Flight 990 crash, he

explained, often results in client and agency disagreeing on the scope

of the crisis campaign, with the client usually wanting to appeal to a

wider audience.



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