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Here’s how Boeing should fix its crisis management around the 737 Max

Kelli Matthews
Here’s how Boeing should fix its crisis management around the 737 Max

This was the second Boeing 737 Max to crash in fewer than four months, putting the total death toll at almost 350 people. I’ve been both a manager and teacher of crisis communications for more than a decade. The key problem with Boeing’s approach is that its response was initially too defensive, slow and passive, suggesting a lack of openness and accountability.