A Critical Public Relations Approach to Crisis Communication and Management: A Case Study of Malaysia Airlines Flight MH370 Disappearance

Foreword
Preface
Acknowledgements
Contents
Abbreviations
List of Figures
List of Tables
1 MH370 as a National PR Case: Controversy and Challenges
1.1 Introduction
1.2 Background of Malaysia Airlines Flight 370 Disappearance
1.3 Outline of the Incident: Critical Moments of the MH370 Crisis
1.4 Malaysia’s Government Image, Patronage Politics, and Airline Governance
1.5 Initial Media Representations: A Cooperative yet Inefficient Searcher
1.6 The MH370 Controversy: Professionalism, Transparency, and Diplomacy
1.7 Influence of MH370 Controversy: Malaysia in PR Challenges
1.8 Significance of the Research: Discourse, Crisis, and PR Practice
1.9 Research Aims and Research Questions
1.10 Organisation of the Book
References
2 PR Research on National Crises: National Image and Crisis Response
2.1 Introduction
2.2 (Political) Public Relations, Key Stakeholders, and Social Agents
2.3 An Overview of National Image
2.3.1 Definition of National Image
2.3.2 Fundamental Aspects of National Image
2.3.3 Notions of and Differences Between Image, Reputation, and Identity
2.4 PR Issues for a Nation: National Crisis, Image, and Recovery
2.4.1 Crisis and National Crisis in the PR Context
2.4.2 National Image as One Crucial PR Concept
2.4.3 Crisis Happening, Image Rebuilding, and National Recovery
2.5 Previous Studies of Airline Incidents as (National) Crises
2.5.1 Contemporary Politics: Conspiracy as Instances of Disaster Response
2.5.2 Journalism Practice: Reflection of Media and National Differences
2.5.3 Image Repair: PR Strategies in (National) Airline Crisis Communication
2.6 MH370 (and Malaysia) as a Case of Crisis Communication and Management
2.7 MH370 and PR Perspective: Crisis Response and Image Repair as Material Action
2.7.1 Crisis Recognition and Response as Part of Communication Process
2.7.2 National Image Repair and Situational Crisis Communication
2.8 MH370 and CDS Perspective: Discourse and Communication as Social Practice
2.8.1 Introduction to Critical Discourse Studies
2.8.2 CDS Research on National Image and Crisis Representation
2.8.3 Fairclough’s Three-Dimensional Model for Discourse and Social Change
2.9 An Integrated Approach to Analysing Crisis Response and Image Rebuilding
2.9.1 A Historical Review of Critical Investigation into PR Research
2.9.2 Integrating PR and CDS I: Framing a Crisis Through Media Discourse
2.9.3 Integrating PR and CDS II: Negotiating Responses in Institutional Discourse
2.9.4 Integrating PR and CDS III: Identifying Ideologies of Management Practice
2.9.5 Towards a Critical PR Approach to Crisis Response and Image Rebuilding
References
3 Theoretical Framework, Research Methodology, and Data
3.1 Introduction
3.2 Theoretical Framework and Feasibility of the Research
3.3 Introduction to Research Methodology
3.4 Systemic Functional Grammar
3.5 Transitivity
3.5.1 Introduction
3.5.2 Material Process
3.5.3 Mental Process
3.5.4 Relational Process
3.5.5 Verbal Process
3.5.6 Behavioural Process
3.5.7 Summary
3.6 Appraisal
3.6.1 Introduction
3.6.2 Attitude
3.6.3 Engagement
3.6.4 Summary
3.7 Social Actor
3.7.1 Introduction
3.7.2 Inclusion and Exclusion
3.7.3 Activation and Passivation
3.7.4 Genericisation and Specification
3.7.5 Nomination and Categorisation
3.7.6 Summary
3.8 Crisis Response Strategies
3.8.1 Introduction
3.8.2 Denial Posture
3.8.3 Diminishment Posture
3.8.4 Rebuilding Posture
3.8.5 Bolstering Posture
3.8.6 Restructuring Posture
3.8.7 Summary
3.9 Data Collection
3.9.1 Time of Production
3.9.2 Data Sources
3.9.3 Data List
3.9.4 Data Collection Process
3.9.5 Data Coding and Selection Criteria
References
4 Crisis Framing and Image Restoration: National Media Representations of Malaysia’s Image in the MH370 Disappearance
4.1 Introduction
4.2 Period One: Immediate Response
4.2.1 National Media Representations of MAS-Related Social Actors
4.2.2 National Media Representations of GOV-Related Social Actors
4.3 Period Two: SAR Operation and Investigation
4.3.1 National Media Representations of GOV-Related Social Actors
4.4 Period Three: Discovery of the First Debris
4.4.1 National Media Representations of GOV-Related Social Actors
4.5 Period Four: Final Suspension
4.5.1 National Media Representations of GOV-Related Social Actors
4.6 Summary
References
5 Communication Practice and Institutional Power: Discursive Representations of Crisis Response in the MH370 Disappearance
5.1 Introduction
5.2 Period One: Immediate Response
5.2.1 Neutralising the Loss or Downplaying the Impact as a Corporate Action
5.2.2 Negotiating the Attribution of Responsibility as Another Corporate Action
5.2.3 Foregrounding the Emotions and Leadership Roles as All-Round Support
5.2.4 Boasting of Positive Traits Among General Stakeholders as a Verbal Action
5.2.5 Summary: Managing the Immediacy with a Large Degree of Ambiguity
5.3 Period Two: SAR Operation and Investigation
5.3.1 Rationalising the Loss or the Impact as a Corporate Action
5.3.2 Arguing for the Professionalism of MAS as the National Carrier
5.3.3 Foregrounding Shared Identities and Legal Arrangement as Airline Support
5.3.4 Boasting of the Unwavering Commitments Fulfilled by Stakeholder Groups
5.3.5 Clarifying the Loss and/or Reducing the Impact as a Government Action
5.3.6 Arguing for the Credibility of GOV During the Investigation Process
5.3.7 Boasting of the Positive Traits and Contributions as Another Action
5.3.8 Summary: Maintaining Perceived Control in a Prolonged Process
5.4 Period Three: Discovery of the First Debris
5.4.1 Validating the Loss or Reducing the Impact as a Joint Practice
5.4.2 Foregrounding the Emotions and National Solidarity as Collective Support
5.4.3 Boasting of the Commitments by MAS, GOV, and Other Groups
5.4.4 Summary: Measuring the Level of Breakthrough(s) in a Joint Practice
5.5 Period Four: Final Suspension
5.5.1 Finalising the Loss or Negative Impact of MH370 as a Government Action
5.5.2 Maintaining the Least Attribution of Responsibility as Another Action
5.5.3 Summary: Mastering the Partial Truth of the Crisis as a Redefined Conclusion
5.6 Summary
References
6 Discussions and Implications: Discourse and PR Practice
6.1 Introduction
6.2 Media Discourse, Crisis Framing, and Image Restoration
6.2.1 Corporate Image in the MH370 Crisis: MAS as National Carrier of Malaysia
6.2.2 Government Image in the Crisis: Representing the Establishment
6.2.3 Summary
6.3 Institutional Discourse, Crisis Response, and Communication Actions
6.3.1 Use of Crisis Response Strategies in the MH370 Crisis: A Summary
6.3.2 Restructuring as a New Posture in the MH370 Crisis
6.3.3 Linguistic Realisations of Crisis Response Strategies
6.3.4 Summary
6.4 PR Implications Based on Malaysia’s Crisis Communication and Management
6.4.1 Corporate Performances of MAS as National Carrier
6.4.2 Political Behaviour of GOV Constituting the Malaysian Establishment
6.4.3 Summary
6.5 Contributions of a Critical PR Approach to Crisis Communication and Management
6.5.1 Relationship Between Discourse, Crisis, and Communication Practices
6.5.2 Media Discourse, Institutional Discourse, and Ideological Impact
6.5.3 Communication Power, National Recovery, and Identity
6.6 Conclusion
References
Appendices
Appendix A: List of News Texts from Bernama
Appendix B: List of Media Statements from Malaysia Airlines
Appendix C: List of Media Statements from the Malaysian Establishment
Appendix D: List of Interim Statements and Safety Investigation Report from Malaysian ICAO
Appendix E: List of MH370 Ministerial Tripartite Meeting Joint Communiques