AirAsia boss harnesses Twitter to show public leadership

AirAsia chief executive officer Tan Sri Tony Fernandes has been singlehandedly keeping the flow of information going in the wake of flight QZ8501's crash almost a week ago, using his own social media platform to provide the public real-time updates of the crisis.

Jan 08, 2015

JAKARTA: AirAsia chief executive officer Tan Sri Tony Fernandes has been singlehandedly keeping the flow of information going in the wake of flight QZ8501's crash almost a week ago, using his own social media platform to provide the public real-time updates of the crisis. Formal press statements from the airline with updates on the crisis and ongoing recovery of bodies and wreckage are being issued to the media on a daily basis, but it is the CEO’s Twitter posts since day one that have engaged the public, rallied the staff's spirits and kept the brand looking positive, even as the tragedy unfolded.

“On my way to Surubaya where most of the passengers (sic) are from as with my Indonesian management. Providing information as we get it,” he tweeted on December 27, even before local news outlets reported on the incident.

Over the past week, his flurry of tweets had ranged from frank admissions that the tragedy was the “worst nightmare” and “soul-destroying”, to calls for hope and prayers that the passengers would be safe.

“I, as your group CEO will be there through these hard times. We will go through this terrible ordeal together and I will try to see as many of you,” he wrote.

Keeping morale high despite the tragic circumstances, Fernandes praised his “brave, strong and committed” staff from Indonesia, adding “my pride for them is enormous”. -- The Malaysian Insider

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