JetBlue set to hire crisis firm

FOREST HILLS, NY: JetBlue Airways is in the final stages of its search for a crisis communications agency.

FOREST HILLS, NY: JetBlue Airways is in the final stages of its search for a crisis communications agency.

Though the airline has never partnered with this particular type of firm, Jenny Dervin, JetBlue communications director, said, "We felt it was time to add professional experience to our staff, and because it was just good business."

The search began last December, and JetBlue plans to make a decision within a month, Dervin noted.

JetBlue has handled several reputation challenges during the past few years, including an ice storm that ended with JetBlue passengers sitting on a plane on the tarmac for hours last year. The company apologized and enacted several new initiatives after the incident, including a passenger bill of rights.

Most recently, a passenger alleged a JetBlue pilot forced him to sit on a toilet seat for more than three hours. He is currently suing the company for more than $2 million. JetBlue has not commented publicly on this incident.

The airline aims to pick an agency that is online-savvy and possesses well-rounded experience that will help aid JetBlue's brand reputation, Dervin added.

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