Disappearance of Malaysia Airlines
Flight MH370

On 12th March 2014, Global Communications Managing Consultant John Bailey, then Partner and MD of Ketchum Singapore, was invited to advise the CEO & Chairman of Malaysia Airlines four days after the disappearance of Flight MH370 en route from Kuala Lumpur to Beijing. Together with a Ketchum team from Hong Kong, London and New York, he was responsible for developing the airline’s communication strategy for a crisis which was unprecedented in aviation history. The team worked closely with the airline’s insurers and lawyers and with caregivers dedicated to family support in Malaysia and China, and attempted to align the airline’s communication efforts with other stakeholders, including the Government of Malaysia. They also worked on the communication strategy for the one-year anniversary of the tragedy, and subsequently participated in  “lessons learned” presentations alongside key Malaysia Airlines executives to industry groups in Hong Kong and London.