Boeing's 737 MAX crisis management meeting came 2 weeks too late
reveal little new information and technical insights that the airframe manufacturer could not have shared immediately following the Ethiopian Airlines crash.
Vice President of Product Development and Product Strategy Mike Sinnett reportedly said, “We have been testing a new version of MCAS in our labs and simulators since months and we have conducted test flights with it, also with the FAA present. We have now flown our production 737 MAX test flights since two weeks with this improved software load.
The airframe manufacturer had an opportunity to gather customers, pilots and regulators following the Ethiopian Airlines crash, to validate its plans and perhaps crowd-source additional insights from the product’s end-users. It could have shared learnings from that meeting early on with the public, and helped inform reporting on these tragic events. But Boeing didn’t and their failure to do so can only be explained by a SOP mentality.
The conservative technical communications strategy is outdated and no longer functions. It is ineffective. It leads to Congressional investigations conducted prior to a completed fact-gathering process. As a result, Boeing faces a challenge today: winning an argument it has already lost in the court of public opinion as well as with regulators and its customers.
Developing a crisis communications strategy that functions at the speed of digital needs to be a priority, not just for Boeing and for the FAA, but for all of aviation going forward.
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