"United Breaks Guitars": A Lesson in PR Crisis Management from United Airlines
Jamal Habib
Dec, 31 2023, 8:13pm
A Flight, A Guitar, and A Viral Sensation
In 2008, Dave Carroll, a Canadian musician, experienced something that would soon become a PR nightmare for United Airlines. During a flight with a layover at Chicago’s O’Hare International Airport, Carroll watched in horror as his $3,500 Taylor guitar was mishandled and thrown by United’s baggage handlers. The aftermath? A broken guitar and a customer service journey that would lead to one of the most infamous PR crises in recent history.
The Struggle for Acknowledgment
Carroll’s attempts to address the issue with United Airlines led him down a frustrating path of unresponsiveness and red tape. After a year of getting nowhere, he did what any musician would do: he wrote a song. But this wasn’t just any song. “United Breaks Guitars,” released on YouTube in July 2009, was a catchy, humorous, and relatable tale of a corporation’s failure to listen to its customers. Little did United know, this song was about to become a PR hurricane.
Going Viral: The Power of Social Media
The video exploded on the internet. Millions of views piled up, and Carroll’s story resonated with disgruntled passengers worldwide. The media jumped on the bandwagon, amplifying the message. United Airlines, known for its global reach, found itself in the eye of a storm that was largely of its own making.
United's Missteps and Late Apology
Initially, United’s response to the viral sensation was sluggish and underwhelming. By the time they issued a public apology and offered compensation to Carroll, the damage was done. The world had seen a giant corporation brought to its knees by a single customer with a guitar and a story.
What This Means for PR and Customer Service
“United Breaks Guitars” is more than just a story about a broken guitar; it’s a lesson in the power of social media and the importance of quick, effective, and empathetic customer service. United Airlines’ delayed response highlighted the need for corporations to monitor social media actively and engage with customers promptly and genuinely.
Key Takeaways for Businesses Everywhere
- React Quickly: In the digital age, the speed of your response can make or break your brand’s reputation.
- Listen to Your Customers: Regular feedback and active listening are crucial.
- Leverage Social Media Wisely: It’s a powerful tool that can work both for and against you.
- Empathy is Key: Always put yourself in your customers’ shoes.
The Legacy of a Broken Guitar
Today, “United Breaks Guitars” is a case study in what not to do in PR and customer service. For businesses everywhere, it serves as a reminder that in the age of social media, a small issue can quickly escalate into a global PR crisis.
As we reflect on this story, one thing is clear: In a world where a song can change the narrative for a multi-billion-dollar corporation, the power truly lies in the hands of the customer.